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NPD: 3DTV Awareness On The Rise

4/11/2011 10:02:19 AM Eastern

Port Washington, N.Y. - Consumer awareness of 3DTVs and 3D
Blu-ray Disc players grew significantly since last September, according to a
recent poll conducted by market research firm The NPD Group.

According to the "3D 360 Degree Monitor (Feb. 2011)," consumer
awareness of 3D LCD TVs rose from 28 percent in September 2010 to 36 percent in
February 2011.

Similarly, 3D plasma TV awareness jumped from 21 percent to 32
percent, and 3D Blu-ray player awareness climbed from 15 percent to 26 percent.

Also growing over the course of the six month period was consumer
awareness to some of the inhibitors to 3DTV adoption, The NPD Group said.

Relatively high pricing and the need to wear special glasses
ranked high atop consumer objections.

"Concerns about price and an aversion to 3D glasses both saw
relative increases as inhibitors to adopting 3D televisions," said Ross Rubin, NPD
Group executive director. "However, as prices and price premiums for 3D TV
decline, glasses are becoming a more prominent inhibitor, and are poised to
overtake price."

The price gap between 2D and 3D TVs, while still significant, has
come down considerably in the past year, NPD observed.

2D and 3DTV Average Selling Prices

  Feb. 2010 Feb. 2011
     
2D LCD $594  $511
3D LCD $2,683 $1,705
2D Plasma $878 $603
3D Plasma $2,948 $1,214

Source: The NPD Group/Retail
Tracking Service

 
NPD noted that consumer objections to some previous trouble
spots, including lack of available comment, declined in the period.

Meanwhile, the study found 68 percent of consumers interested in
3DTV identified Blu-ray movies as far and away the most popular type of content
they were looking forward to using with their TVs, with slightly less than 40
percent expressing interest in sports and cable or satellite programming.

 "Both movies and sports
were important content drivers in the HD transition," stated Rubin. "However,
while feature films provided a large library of content that could be readily
converted to HD, there wasn't packaged media that delivered on the promise of
the entertainment experience as Blu-ray now provides for 3D."

The study covers awareness, interest and intent around the
breadth of devices and content tracked by NPD.

Nearly 2,000 respondents from NPD's online panel completed the
second wave of this February survey, NPD said.

 

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