11.29.2010 03:00 PM
Yet Another 3DTV Survey
OMAHA, NEB.: And now for something completely different. A
survey on 3DTV. (Woot!) This time from an outfit dubbed “Infogroup/ORC,” of no relation
to the Tolkienian fiends. InfoORC’s survey said 3DTV was catching on.
“Since ORC began trending interest in the technology in January, interest in
3DTV ownership has increased substantially,” the firm said. “In January 2010, 6
percent of respondents indicated they either owned or expected to purchase a
3DTV in the next two years. The number of current and future 3DTV owners
increased to 15 percent in this month’s study.” That is, 4 percent of those
pinged owned a 3DTV, and 11 percent expected to do so within the next couple of
InfoORC attributed the increase to marketing efforts by manufacturers, but it’s
also somewhat logical given 3DTVs were introduced commercially in the United
States in last February.
“The household interest is at 15 percent, which equates to approximately 17.5
million U.S. households who [
now own or intend to purchase the technology within the next two years,”
InfoORC’s Wayne Russum said. “Given the average current price of a 3DTV, this
finding should put smiles on the faces of retailers and manufacturers.”
InfoORC surveyors called 1,011 adults Nov. 11-14. Margin of error was
calculated at plus or minus 3 percent. The results indicated that younger
audiences are the primary market for 3DTV, but that geezers still retain the
most purchasing power. One-fifth of respondents younger than 45 showed “strong
households interest” in buying a 3DTV. One in 10 of those over 45 had the same zeal.
“Effective target marketing will be an important key to success for retailers
hoping to capture this market,” Russum said.