Joseph O'Halloran ©RapidTVNews | 16-08-2011

Just as the 3D market struggles to cope with a number of gating factors, most notably cost, new research is suggesting that 3DTVs will command price premium, as much as over 50% in some places, for early adopters.

According to the Strategy Analytics report, “3DTVs: Buying Intentions and Early Adopter Feedback,” US consumers who expect to buy a 3DTV during the next year plan to spend 56% more than those buying a regular HDTV with the average expected price of a 3DTV $1224, compared with $785 for an HDTV. By contrast, research found slightly lower 3DTV price premiums in major European markets, ranging from 54% in France to 35% in Italy.

Even though the research hints that consumers are not willing to pay more for 3DTVs, Strategy Analytics fundamentally believes that those who are thinking of buying such products attach significant additional value to a 3DTV relative to a regular HDTV. As an indication of the relative strength of the US market at least, 11.5% of consumers in the US are somewhat or very likely to purchase a 3DTV during the coming 12 months, compared to 9.0% in Germany and 6.9% in the UK.

“3DTVs exhibit all the classic signs of an emerging market with early teething problems,” commented David Mercer, Principal Analyst and the report author. “Potential customers still report concerns over the potential health impact of watching 3DTV, so the industry must continue to address the remaining barriers to widespread adoption and focus on delivering further enhancements to in-home 3D technology.”