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/ 07.01.2010 12:00AM
CEA Finds Interest and Confusion Over 3DTV
ARLINGTON, VA.: The buzz around 3DTV has served its purpose:
Interest is heating up. However, as with any emerging technology, questions
abound. The Consumer Electronics Association’s latest survey of 250 retail
sales associates revealed “that many consumers are still confused about 3D
technology,” the group said.
“Interest at retail for 3D technologies is growing,” said Shawn DuBravac, CEA’s
chief economist and director of research. “Ensuring consumers and retail sales
associates have the answers they need is paramount.”
CEA said that 3D content is “pivotal” for most folks in retail. Nearly 80
percent of the associates interviewed believed sales of 3D technologies would not
be strong until more 3D content becomes available. They said customer questions
about 3D content were among those most frequently asked.
“Interest in buying a 3DTV is being helped by a desire to watch 3D movies and
3D sports and play 3D games,” DuBravac said. “Early sales figures tracked by
CEA look solid. With content being king, developments like the recent launch of
ESPN 3D and a slew of 3D movie titles set to hit Blu-ray will propel the
category further.”
CEA described the “view of 3DTV from the sales floor” as “generally positive.” Sales
personnel interviewed said roughly half of shoppers have an overall positive
response to 3D technologies, while 2 percent responded negatively. Around 80
percent of the sales associates said they’d seen in increase in interest for
3DTV and Blu-ray dis players. About 70 percent said they felt well-trained
enough to answer queries about 3DTV, while about half of the customers they all
encountered “had some confusion about the technology.”
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