Consumer Interest in 3D TV High, Says Nielsen

NEW YORK: While consumers are definitely interested in the prospect of 3D TV, there are concerns about the costs associated with new TV sets, the need for 3D glasses and the limited availability of 3D content, reports The Nielsen Company in cooperation with the Cable & Telecommunications Association for Marketing.

The study was conducted at the CBS TV City Media Lab in Las Vegas. “What’s critical here is that hundreds of study participants were reacting first-hand to watching the same 3DTV content,” said Char Beales, the president and CEO of CTAM. “This is providing a deep understanding of how consumers will watch 3DTV, giving the industry a previously-unavailable perspective on the marketplace challenges that are unique to television, from content preferences to frustrations with 3D glasses.”

The survey found that 57 percent of respondents said that 3DTV made them feel like they were “part of the action” and 48 percent felt it made them more engaged with what they were watching. About 47 percent said 3DTV would make them watch programs they wouldn’t normally watch. However, a significant 77 percent feel that 3D TV is better suited to movies or sporting events, rather than everyday TV shows.

“The research revealed a ‘wait and see’ attitude expressed by survey participants, which reflects an increase in consumer understanding of how new products come to market,” said Frank Stagliano, the executive VP and general manager of TV Primary Research. “In fact, purchase interest for a 3DTV set among those planning to buy a new TV in the next 12 months decreased after seeing a demonstration of the technology, experiencing the glasses, and learning more about product costs. This suggests the majority of consumers will wait until these challenges are addressed and there is more content available before opening their wallets.”

The most common reason listed for not buying a 3D TV set was cost (68 percent), followed by having to wear the glasses (57 percent) and lack of 3D TV content (44 percent). Overall, 89 percent felt the 3D glasses would constrain their multitasking activities as compared to 2D viewing habits in the household.