Survey: Consumers Know 3D
But Need More Convincing
By Steve Smith On Sep 23 2010 - 12:00pm
EL SEGUNDO CALIF.
have experienced 3D at home or in
the movies, but more work needs to be
done to sell them about the concept —
and, of course, they would like it better
if it was less expensive.
Those are some of the results of a
survey performed by Campaigners, a
division of Advantage Sales & Marketing,
based here, exclusively for TWICE.
According to a survey of approximately
1,780 consumers during mid-
July, 78 percent have seen a 3D movie
in a theater or at home, and 71.5 percent
have heard about 3D in the home
Of those who have seen 3D at home
or in at the movies, 49.6 percent said
they like it, but it is not a priority, while
28.1 percent love it and said they felt like
they were actually part of what was on
The biggest objection is cost (35.6
percent) and that 3D requires additional
purchases to complete the 3D
experience (41 percent).
These reactions come a year after
the analog-to-digital TV conversion —
when many consumers bought a new
HDTV — and they come during a prolonged
soft economy in the U.S.
The full report below gives detailed
response to a variety of questions
about how mass-market customers
view the new format.