U.K. HDTV Owners Twice as Likely to Buy 3DTV Set
September 7, 2010
LONDON: Brits who own a high-definition
television set are more than twice as likely to buy a 3D television within the
next year as those without an HD set. So indicates a survey of 700 U.K.
consumers from Strategy Analytics. Strategy says the findings challenge “the
commonly held assumption that people who have already bought an HDTV are not
likely to upgrade to a new 3DTV set any time soon.”
However, just 13 percent of HDTV owners said they were “somewhat likely” or
“very likely” to buy a 3DTV set in the coming twelve months. That’s not a
gang-busting quantity, but just six percent of non-HD owners expressed the same
level of interest in buying a 3DTV in the next year.
Strategy Analysts interpreted the gap to be a positive sign for manufacturers
betting on the success of 3DTV.
“HDTV ownership is clearly no barrier to 3DTV adoption,” said David Mercer, a
principal analyst at Strategy Analytics. “In fact, as usual, it is the same
early adopters who have already bought an HDTV who are most likely to be the
first to buy 3DTVs.”
The survey examined consumer awareness, experience and buying intentions in
many aspects of 3D cinema and in-home viewing. More than half of respondents
said they’d seen at least one 3D movie at a theater. More than 90 percent of
those under 20 had seen one.
Strategy said it would formally unveil details from its survey at the IBC
convention in Amsterdam, Sept. 22, during a presentation by Brian Lenz,
director of product development for BSkyB.
-- Deborah D. McAdams