3D TV market opening up in the US

MUMBAI: The proliferation of three dimensional movies and theme park attractions have made most consumers in the US familiar with 3D content, and as a result, they love the potential of owning a 3DTV.

At the same time, however, consumers have concerns about a range of issues that suggest that technology faces some very real challenges as it reaches the marketplace.
According to a new report, Focussing on the 3DTV Experience, released by The Nielsen Company in cooperation with the Cable & Telecommunications Association for Marketing, consumers expressed a “wait and see” attitude toward the technology.

Key issues were the cost of the 3DTV set (68 per cent), having to wear 3D glasses (57 per cent) and the relative scarcity of 3D programming/content (44 per cent).

Despite these concerns, the research suggested that if these issues are satisfactorily addressed by set manufacturers and content producers, consumers might embrace the technology. 
Nearly three-fifths (57 per cent) of viewers agreed that 3DTV made them feel like they were “part of the action” and 48 per cent felt it made them more engaged with what they were watching.
Nearly half of consumers (47 per cent) said 3DTV would make them watch programmes that they wouldn’t normally watch.

Attracting video gamers will be important to spurring initial growth: 42 per cent of respondents cited interest in playing video games in 3D, with 71 per cent of hardcore or regular gamers interested in experiencing video games in 3D.

While costs and content availability will be addressed over time, the purchase hurdle for the glasses could be a longer term barrier.

Overall, 89 per cent felt the 3D glasses would constrain their multitasking activities as compared to 2D viewing habits in the household. More than half mentioned the glasses are a hassle and that was the reason cited by 57 per cent of those “not likely” to purchase a 3DTV set. Consumers were also concerned with discomfort from wearing the glasses (45 per cent).

Nielsen Executive VP, GM of TV Primary Research Frank Stagliano says, “The research revealed a ‘wait and see’ attitude expressed by survey participants, which reflects an increase in consumer understanding of how new products come to market.

“In fact, purchase interest for a 3DTV set among those planning to buy a new TV in the next 12 months decreased after seeing a demonstration of the technology, experiencing the glasses, and learning more about product costs. This suggests the majority of consumers will wait until these challenges are addressed and there is more content available before opening their wallets.”

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