Content vital to sales of 3D-enabled TVs: CEA/ETC study

ARLINGTON, USA: Increased availability of 3D content is vitally important to sales of 3D-enabled TVs in 2010 and beyond, according to new 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 or fiber-to-the-home.

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 director of research. “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 US 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.”