News

The NPD Group: Cost, Content, and Convenience Important Factors for Consumers Considering 3D TV (16/3/2010)

While consumers express some interest in 3D TV they may not be running out to purchase a new TV set just yet, according to leading market research company The NPD Group.  NPD’s Snapshot Report: 3D Television found that about a third of consumers were at least “somewhat interested” in having 3D capability on their TV, but cost, content availability, and convenience of watching in 3D ranked high among concerns about adopting the technology.

The cost of a 3D TV and the cost of getting 3D content on their TV were concerns for more than 60 percent of consumers.  Having to possibly pay more for 3D content from their television provider was perceived as a potential downside of 3D TV by 64 percent of consumers, and 61 percent were concerned about 3D adding significant cost to the price of a TV.  In addition, the limited amount of content available was sited as a concern by 39 percent of consumers. 

Cost and convenience also came into play in terms of the glasses that major manufacturers will require for viewing 3D content. The inconvenience of wearing 3D glasses was sited as an inhibitor for 53 percent of consumers. 3D glasses would also add on to the cost of viewing 3D content.  

“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 optimized content in the name of bringing home even more of the cinematic experience as they find 3D capabilities included among other premium features.”

DisplaySearch, an NPD Group company, expects 1.2 million 3D-capable TVs to ship in 2010, with that number growing to 15.6 million in 2013, according to their Quarterly TV Design and Features Report.

Methodology

More than 2,000 adults from NPD’s online panel took part in the survey which was conducted in late 2009.

www.npd.com