Research says US consumers embrace 3D

By Robert Briel
February 9, 2010 07.16 UK

Americans will embrace 3D, according to consumer insight research from Austin based Zpryme. Following this year’s CES, the consultants followed up the consumer buzz with a timely 3D snapshot.

”3D TV presents a giant leap forward both in terms of technology and the user experience. Consumers are well aware of this and are excited by the prospect of enhanced cinematic immersion and gaming interaction. The naysayers are missing the point here. Adoption will be driven by big ticket content and media events — think broadcast sports, movie night, gaming, and so on. If the success of Avatar confirms anything, it’s that consumers are happy to overlook the perceived shortcomings of 3D ‘done right’,” said Alberto ‘Alex’ Perilla-Gayle, Zpryme director of consumer insights”.

Following the release and subsequent success of Avatar and January’s CES show, 3D has attracted a lot of attention from both consumers and business. The snapshot from Zpryme reflects opinions from all online consumer discussion surrounding 3D HDTV in the weeks prior-to and after CES (December 30, 2009 – January 17, 2010).

The research analysed 744 consumer messages, posted across 47 sources, reaching over 14 million consumers; this represented a rich demographic spectrum, comprised of 61% males, 68% 18-54, and 39% earning $75,000+, according to Zpryme.

The people are amazed by 3DTV’s enhanced viewing experience and the technology itself. Most consumers say 3DTV is ‘long overdue’, ‘revolutionary’ and ‘cool’. However, some worry that 3DTV’s media and content is ‘only a gimmick’ or at best ‘immature.’

Many are concerned about the realities of using 3D glasses day-to-day. Consumers worry that 3D glasses will be ‘uncomfortable to wear’; some say that prolonged viewing will be ‘headache-inducing.’

Many anticipate that buying, using, and keeping track of glasses will be ‘a pain’, and ‘bothersome’. Some simply deride 3D glasses as ’silly’ or ‘geeky’. Many also complain about being ‘pushed’ to upgrade so soon after buying-in to HD. They worry about having to replace equipment and content — they say it is ‘ridiculous’ or ’stupid’.