Survey Shows Little 3D Motivation

By Greg Tarr -- TWICE, 3/31/2011

New York - Most Americans, Britons and Canadians are unlikely to purchase a 3DTV in the next six months, according to a recent online poll conducted by market research firm Vision Critical.

The survey of representative national samples showed "a negligible number" of respondents - 5 percent in America, 2 percent in England and 1 percent in Canada - have a 3D television at home.

And few expressed an interest in purchasing one soon.

That sentiment came with most respondents indicating awareness of the technology. Four in five respondents in the U.S. (81 percent), Britain (81 percent) and Canada (84 percent) said they have heard of household consumer 3D television.

After a brief description, 81 percent of Americans said they probably or definitely would not purchase a 3DTV in the next six months. American men are more likely (17 percent) to purchase than women (10 percent), Vision Critical said.

In Canada, 95 percent said they would "probably" or "definitely" not purchase a 3D television in the next six months. Most of those (71 percent) fall into the "definitely would not buy" category, and respondents in British Columbia were the least likely to buy, at 98 percent, while 5 percent of those in Ontario were more open.

Four in five Britons (81 percent) will not purchase a 3DTV in the next six months. Londoners are more likely to buy compared to those in other parts of Britain. Respondents in the Midlands and Wales are the least likely to purchase a 3DTV in the foreseeable future, according to the report.

In all areas, the main reason cited for not considering a 3DTV purchase was high price. In Britain, two in five respondents (42 percent) think 3DTVs are too expensive; this is 39 percent in America and 32 percent in Canada.

Secondarily, 31 percent of Britons, 28 percent of Canadians and 26 percent of Americans said wearing 3D glasses at home is inconvenient.

Asked what they would be willing to pay for a 46-inch 3DTV, Americans said $753, and Canadians averaged $785. Britons said they would pay an average of $625 U.S. for a 40-inch 3D display.

"There appears to be a significant perceived lack of value with 3DTVs among consumers in all three countries," stated Matt Kleinschmit, Vision Critical senior VP. "This is not surprising given that many people may have only recently migrated to high-definition TVs, and now they are being asked yet again to upgrade to a new technology. At the same time, early adopters of plasma or LCD HD TVs discovered that there was very little HD content when they first purchased these devices, and then witnessed prices drop dramatically over the course of several years. It seems these same consumers may have learned their lesson and are sitting on the sidelines of the initial 3D TV technology wave. The inherent value proposition of these initial 3D TVs, coupled with the inconvenience of having to wear 3D glasses at home is just too much of a barrier to take the plunge."

Of the small number willing to make a purchase in six months, 35 percent of Canadians said they would probably buy an LG, 17 percent said Sony and 21 percent would go with whichever brand has the best deal.

Among U.S. purchasers, 32 percent would take a Sony, 14 percent would take a Samsung and 16 percent would take the best deal.

In England, 35 percent would go for the best deal, followed by 23 percent for Sony and 14 percent for Samsung.

As for retail preference: Canadian shoppers cited Future Shop (37 percent), Costco (9 percent) and whichever has the best deal (35 percent). In America, Best Buy was cited by 28 percent, Walmart by 22 percent, and whichever has the best deal by 20 percent.