3D Gaining in Popularity, Study Finds

February 24, 2009
The more experience people have with 3-D technology, the more interested they are in having more 3D options, according to a new joint study from the Consumer Electronics Association (CEA) and the Entertainment and Technology Center at the University of Southern California.

The study, “3-D TV: Where Are We Now and Where Are Consumers,” also showed that 3D technology is positioned to become a major force in future in-home entertainment. As with many successful technologies, such as HDTV, interest in 3D increases as consumers experience it first-hand. In the past 12 months, nearly 41 million U.S. adults report having seen a 3D movie in theaters. Of those, nearly forty percent say they would prefer to watch a movie in 3D than that same movie in 2D, compared to just 23 percent who have not seen a 3D movie in the past 12 months.

“When it comes to current 3D technology, seeing truly is believing,” said Shawn DuBravac, CEA’s economist and director of research. “Today’s 3D offerings are changing the way consumers view video content, not unlike the early days of high-definition television, which redefined TV as we know it today.”

The study also found that today’s 3D technology is becoming a major purchasing factor of TV sets. Sixteen percent of consumers are interested in watching 3D movies or television shows in their home, while 14 percent are interested in playing 3D video games. All told, more than 26 million households are interested in having a 3-D content experience in their own home. More than half of U.S. adults said having to wear special glasses or hold their heads still while watching a 3D TV would have no impact on them purchasing a 3D set for their home.

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