Consumers wary of 3D TV

According to a recent research report issued by the NPD Group, a large proportion of US consumers are increasingly concerned with the cost, content availability and convenience of 3D TV.

The latest report titled ‘Snapshot Report: 3D Television’ highlighted that consumers are expressing interest in the new three-dimensional technology, but may wait a while before actually going out to purchase a new TV.

The results demonstrated that only a third of consumers were ‘somewhat interested’ in having 3D capability on their TV. Cost, content availability and convenience were listed as the major concerns about adopting the technology.

60 per cent of consumers stated that the price of a 3D TV and getting content on their TV was a concern, 64 per cent said that the possibility of paying more for 3D content from their television provider was a possible downside to the technology, and 61 per cent were concerned that 3D will add a significant cost to the price of a TV.

The future availability of content was also a big issue with consumers, with 39 per cent expressing concerns.

The fact that consumers must wear glasses to view 3D content is also a major stumbling block in the mindset of consumers, with 53 per cent claiming it would be an inconvenience. The price of purchasing additional 3D glasses was also raised.

“Manufacturers are counting on 3D to accelerate the replacement cycle the way HD did,” said Ross Rubin, executive director of industry analysis at NPD.

“Early adopters will look past significant price premiums and limited optimised content in the name of bringing home even more of the cinematic experience as they find 3D capabilities included among other premium features.”

According to DisplaySearch, 1.2 million 3D-capable TVs are expected to ship in 2010. This is predicted to grow to 15.6 million in 2013.

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