Content vital to 3D-enabled TV sales

Increased availability of 3D content is vitally important to sales of 3D-enabled TVs in 2010 and beyond, according to new consumer research from the Consumer Electronics Association and the Entertainment and Technology Center (ETC) at the University of Southern California.

Content remains the key component in future adoption of 3D in the home. Two-thirds (67%) of those planning to buy a 3D-enabled TV within the next three years say they will be more likely to buy if they can receive and watch 3D television programs through an antenna, cable, satellite or fiber-to-the-home. Most say the primary reason to buy a 3D-enabled set is to watch 3D movies at home; 65% want to watch movies, 36% want to play 3D video games and 33% want to watch television programming.

The study also shows that interest in 3D technology continues to grow as consumers experience the technology. Roughly 27% of online U.S. adults saw a 3D movie or event in the last year, with half (49%) of these individuals seeing more than one. 85% of U.S. online adults were satisfied with their 3D experience, with 81% reporting being satisfied with both the overall experience and the quality of the 3D images and effects.

Consumers also prefer 3D technology over 2D when given the choice. More than 40% of U.S. online adults who have seen a 3D movie or event in the last year say they would prefer to watch movies and television shows in 3D vs. 2D across all content types, if available. Nearly one-third of all online adults say they would like to watch all their television programs in 3D.

The 3D in the Home: Who, What, When, and Where study (March 2010) was fielded to a population of 1,914 online U.S. adults between December 9 and December 21, 2009.

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