Early Adopters of 3DTVs Face Price Premium

BOSTON: Consumers in the U.S. who plan to purchase a 3DTV within the next year expect to pay 56-percent more than those buying a regular HDTV, according to new research from Strategy Analytics.

The average expected price of a 3DTV is $1,224, finds the report, 3DTVs: Buying Intentions and Early Adopter Feedback. This is compared to the $785 average for an HDTV.

The 3DTV price premiums in key European markets were slightly lower, ranging from 54 percent (in France) to 35 percent (in Italy).

Strategy Analytics also finds that 11.5 percent of U.S. consumers are "somewhat" or "very likely" to purchase a 3DTV in the coming year. Numbers again are lower in Europe, with 9 percent of German consumers saying the same, and 6.9 percent in the U.K.

“There have been suggestions that consumers are not willing to pay more for 3DTVs,” said Jia Wu, senior analyst at Strategy Analytics. “Strategy Analytics research casts doubt on this theory. Those who are thinking of buying the product attach significant additional value to a 3DTV relative to a regular HDTV.”

“3DTVs exhibit all the classic signs of an emerging market with early teething problems,” commented David Mercer, principal analyst and the report author. “Potential customers still report concerns over the potential health impact of watching 3DTV, so the industry must continue to address the remaining barriers to widespread adoption and focus on delivering further enhancements to in-home 3D technology.”