Arlington, VA. – Increased availability of 3D content
is vitally important to sales of 3D-enabled TVs in 2010 and beyond.
According to consumer research from the Consumer Electronics
Association (CEA) and the Entertainment and Technology Center (ETC) at the
University of Southern California, content remains the key component in future
adoption of 3D in the home.
Two-thirds (67 percent) of those planning to buy a 3D-enabled TV
within the next three years say they will be more likely to buy if they can
receive and watch 3D television programs through an antenna, cable, satellite
Most say the primary reason to buy a 3D-enabled set is to watch
3D movies at home; 65 percent want to watch movies, 36 percent want to play 3D
video games and 33 percent want to watch television programming.
“2010 will be an important year for 3D in the home, with
3D-enabled sets on store shelves today and content continuing to evolve and
expand,” said Shawn DuBravac, CEA’s chief economist and research director. “3D
content in the home shows potential as 3D-specific cable channels continue to
be announced and more movies and sporting events are slated to be transmitted
in 3D in the coming months.”
The study also shows that interest in 3D technology continues to
grow as consumers experience the technology. Roughly 27 percent of online U.S. adults saw a 3D movie or event in the last year,
with half (49 percent) of these individuals seeing more than one. Eighty-five
percent of U.S. online adults were
satisfied with their 3D experience, with 81 percent reporting being satisfied
with both the overall experience and the quality of the 3D images and effects.
Consumers also prefer 3D technology over 2D when given the
choice. More than 40 percent of U.S.
online adults who have seen a 3D movie or event in the last year say they would
prefer to watch movies and television shows in 3D vs. 2D across all content
types, if available. Nearly one-third of all online adults say they would like
to watch all their television programs in 3D.
“Consumers who have seen digital 3D know that the current state
of the art is unlike any 3D they have seen in the past,” said David Wertheimer,
CEO and executive director of the Entertainment and Technology Center
at USC. “It’s no surprise, given the choice, consumers want a high-definition
3D experience in their home. However, broad availability of 3D content is
critical to mass adoption.”
The 3D in the Home: Who, What, When, and Where study (March
2010) was fielded to a population of 1,914 online U.S.
adults between December 9 and December 21, 2009. It was designed and formulated
by CEA Market Research, the most comprehensive source of sales data, forecasts,
consumer research and historical trends for the consumer electronics industry
in conjunction with the Entertainment and Technology
Center at the University of Southern
Non-members may purchase the study for $999 at