MarketSource: 3DTV Awareness Up, Intent To Buy Low

By Steve Smith On Jun 20 2011 - 4:01am

NEW YORK – Consumer familiarity with 3DTV has increased since last year, but the increase in knowledge has not yet translated into an intention to buy.

Those are the results of a nationwide online survey of more than 500 consumers this spring conducted exclusively for TWICE by MarketSource, a provider of integrated sales and marketing services and market research, based in Alpharetta, Ga.

Only 19 percent of consumers have indicated that they are willing to purchase a 3DTV fairly soon and one within 30 days of this survey, MarketSource reports.

While consumers have become more familiar with 3DTV technology, two major reasons for avoidance have emerged over price (48 percent), current satisfaction with their TVs (63 percent), and the requirement to wear 3D glasses for viewing (59 percent).

Of those consumers interested in purchasing a 3DTV at some point (52 percent), a majority of them are enticed because of the 3D experience that they will be receiving at home (75 percent), the “cool” technology factor (58 percent), and having the capability to turn the technology on and off (52 percent).