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Thursday, September 09, 2010
U.S. Consumers Interested in 3DTV, but Cite Some Concerns

The proliferation of 3D movies and theme park attractions have made most consumers familiar with 3D content, and as a result, they love the potential of owning a 3DTV. At the same time, however, consumers have concerns about a range of issues that suggest that technology faces some very real challenges as it reaches the marketplace.

According to a new report, "Focusing on the 3DTV Experience," released by The Nielsen Company in cooperation with the Cable & Telecommunications Association for Marketing, consumers expressed a "wait and see" attitude toward the technology. Key issues were the cost of the 3DTV set (68%), having to wear 3D glasses (57%) and the relative scarcity of 3D programming/content (44%). Despite these concerns, the research suggested that if these issues are satisfactorily addressed by set manufacturers and content producers, consumers might embrace the technology.

How likely are you to buy a 3DTV in the next 12 months?

Nearly three-fifths (57%) of viewers agreed that 3DTV made them feel like they were "part of the action" and 48% felt it made them more engaged with what they were watching.

Nearly half of consumers (47%) said 3DTV would make them watch programs they wouldn?t normally watch.

Attracting video gamers will be important to spurring initial growth: 42% of respondents cited interest in playing video games in 3D, with 71% of hardcore or regular gamers interested in experiencing video games in 3D.

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