3D losing out to connected TV

Joseph O'Halloran ©RapidTVNews | 13-01-2012

First the good news - among likely HDTV buyers, half are likely to buy a 3D TV set; the bad news is that this is 28% less than those intended to purchase a connected TV. The findings come in a new research document from TDG which it says confirms its underlying view that connected TV is much more popular than 3D, and will diffuse much more rapidly than 3D sets, primarily due to the advanced functionality that such devices offer. "Most broadband households already own at least one HDTV," explained Michael Greeson, Founding Partner of TDG and director of research. "When consumers think about their next purchase, HD is not the question: it's a matter of whether the new set should feature Internet connectivity or 3D, or both. As it stands today, Internet connectivity remains significantly more important than 3D." TDG believes that its research has shown that new TV buyers have preferred Internet connectivity over 3D since 2009 and that the TV arena will see more of the same for the next several years. "Remember, 3D and net connectivity are not mutually exclusive," Greeson continued. "In fact, most 3D TVs include Internet connectivity among their feature sets. The question is whether consumers will fork over the extra dollars to get 3D when most HDTVs natively feature Internet connectivity. In such cases, 3D is seen as a major upgrade while net connectivity is increasingly considered to be a standard HDTV feature. This difference is not lost on new TV buyers." Overall though the survey brings some good news to a generally depressed market area. It found that 56% of broadband households in the US are to varying degrees likely to purchase a new TV in the next six months.Moreover a quarter of broadband households are expected to buy a new HDTV in the next six months, equating to at least 20 million new purchases during this time period for just broadband households alone.