DEG: 3DTV Gets Good Consumer Reviews
By Greg Tarr On Jun 6 2011 - 3:01am
NEW YORK –
A first-of-its-kind study of 3,100 consumer
3DTV owners conducted for the Digital Entertainment
Group (DEG) found a largely positive experience concerning
use, enjoyment, performance and price of new
The study was released here
on Tuesday, May 24 by Warner
Home Video and DEG president
Ron Sanders at a NewBay Media
Summit on “Connected TV
and 3D: Delivering the Demand,”
and after having been conducted
for the DEG this spring by market
research firm SmithGeiger. (New
Bay is the parent company of
While previous research centered
on consumers’ preconceptions
about 3DTV, the DEG said
the new study, which is entitled
“3DTV Owners: A Closer Look
at The New World of Immersive
Home Entertainment,” is the first to focus on the experience
of actual 3DTV owners.
Respondents were asked to assess a number of
3DTV factors, including: picture quality, perceived price
differences, viewing satisfaction, content preferences,
and reaction to 3D glasses.
Of the 60 percent of respondents said they view 3D
content on their 3D-capable TVs, 88 percent rated the
3D picture quality positively, compared to 91 percent for
their 2D picture quality.
Twenty four percent reported watching more television
– both in 2D and 3D – since purchasing their new 3DTV.
Also, 85 percent of 3DTV owners consulted said they
would prefer to watch half, most, or all of their programs
in 3D. These consumers also reported that the majority
of home entertainment in 3D is better than in 2D, with
3DTV owners naming feature films on Blu-ray as their favorite
Respondents said they believe
the upgrade to 3D was “well worth
the price,” the DEG said.
The vast majority of 3DTV owners
stated that they paid a relatively
small additional fee for 3D capability,
and that the feature made their
television worth the extra dollars
paid. Nearly 80 percent of those
surveyed said that their 3DTVs
were either less expensive, about
the same, or just a little more expensive
than a comparable HDTV
without 3D capability.
On average, those surveyed by
the DEG paid just over $2,000
for their 3DTV, with more than half
paying less than $2,000.
The study also dispelled the notion that the need to
wear 3D glasses was inhibiting consumer adoption, the
DEG said. The study found that out of 3,100 3DTV owners
surveyed, only a handful experienced any discomfort
when using active shutter 3D glasses.
More than four out of five (83 percent) stated that it
takes either no time or just a few minutes to adjust to
wearing 3D glasses.
Additionally, of those surveyed, 74 percent own two or
more pairs of glasses, with 33 percent buying an extra
set during their initial 3DTV purchase.
More than half (52 percent) of the 3DTV owners surveyed said they received at least one set of glasses
bundled with their television.
Owners of 3DTVs reported having an average of
2.38 pairs of glasses per home.
As for the kind of 3DTV content viewed, the study
found most to watch a variety of movies, games and
sports, and expect even more soon.
The findings show that feature films on Blu-ray 3D
are the top 3D programming choice (78 percent), with
animated movies on Blu-ray (77 percent) and nature or
wildlife programs (75 percent) close behind. Football
games (67 percent) and other sports were also highlighted
as preferred types of home 3D content.
Regarding delivery to the home platforms, 7 out
of 10 of those surveyed by the DEG use a Blu-ray
3D or 3D-capable player. Forty-four percent of those
owners also purchased their Blu-ray player bundled
with their 3DTV.
Many of these consumers are already using their
3DTVs to watch Blu-ray 3D movies, with most having
recently purchased or rented a Blu-ray 3D title.
Additionally, 22 percent purchased that movie when
they bought their 3DTVs.
Also, 28 percent of all 3DTV owners reported owning
a PlayStation3 system, with 78 percent of these
owners having already upgraded their PS3 to watch
3D movies, while 76 percent upgraded their PS3 to
play 3D videogames.
Also 68 percent have already purchased a 3D video
game, and an astounding 42 percent of gamers
are playing 25 percent or more of their game time
in 3D. In addition to Blu-ray players and PS3s, 40
percent of owners are receiving 3D content through
a cable or satellite channel.
The consumers surveyed in the DEG’s study were
predominantly male (86 percent) and married, (71
percent), with an average age of 51 years old. The
average income was just under $99,000, although
38 percent of those surveyed reported earning less
Additionally, 78 percent of these 3DTV owners
said that their sets are also viewed by their spouses
or significant others; and 86 percent of these owners
have children at home who also watch their 3DTVs
on a regular basis.
The survey measured the inclinations and behavior
of purchasers of 3D-compatible televisions in the U.S.
from leading companies LG, Mitsubishi, Panasonic,
Samsung and Sony. The majority of these owners (92
percent) own just one 3DTV, and nearly all of those
televisions (90 percent) are located in the living room
or family room where the entire family can use it.
Of those with a second 3DTV, nearly half (47 percent)
use it primarily in the master bedroom.
The majority of 3DTV owners surveyed (89 percent)
own a 3DTV that measures 50 inches or larger.
“The results of this landmark study clearly show
that 3DTV owners are overwhelmingly happy with
their 3D experience,” said Sanders. “The research
shows that the future for the home 3D platform is
crystal clear – consumers are excited about all of the
content now arriving on 3D.”