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10.06.2009
Originally featured on BroadcastEngineering.com
Consumers express interest in home 3-D TV viewing but lack willingness to pay

Despite the enthusiasm surrounding 3-D TV, broadcasters appear not to have much reason to worry about future infrastructure modifications to accommodate three-dimensional television anytime soon, if survey results from In-Stat released Monday are any indication.

The results show a general lack of interest by consumers in spending much more money to enjoy 3-D entertainment at home. According to In-Stat, nearly a quarter of those with some interest in home 3-D TV viewing said they will not spend additional money to do so. Forty-three percent would be willing to spend $200 or less on a new TV.

Consumers also expressed little willingness to spend more for prerecorded delivery of 3-D content. Thirty-one percent of those surveyed with some interest in 3-D said they did not wish to spend more money for a 3-D Blu-ray Disc player. Additionally, 33 percent want to spend less than an additional $50 for a 3-D Blu-ray player compared to the price of a 2-D player.

According to In-Stat, initial 3-D consumer products are likely to cost more than what respondents said they were willing to pay, thus few members of the public are likely to buy until there is a decline in the price of 3-D equipment, according to the research firm.

When it comes to the actual 3-D content, more consumers will pay a premium for in-home 3-D entertainment, according to the research. Among respondents saying they are somewhat interested in watching 3-D TV in their homes, 67 percent are willing to pay more for 3-D Blu-ray Discs than 2-D versions. According to the findings, most said they do not want to pay a premium over $5 for 3-D Blu-ray Discs compared with 2-D content.

While there’s not much interest in spending more for 3-D, about two-thirds of respondents to an In-Stat poll taken in September say they are extremely, very or somewhat interested in watching 3-D content at home.



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