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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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