Chicago - A survey of 3DTV owners affirms that movies still rank as the consumer favorite in the 3DTV viewing experience, with 93% of 3DTV owners reporting they had watched 3D movies at home.
This finding is in line with 2010 findings, where 77% of consumers perceived 3DTV viewing to be better suited to special events, such as movies or sporting events.
While some viewers in 2010 indicated that 3D glasses prompted a feeling of isolation, the majority of current 3DTV owners reported watching 3D programming with others. In fact, 64% reported watching a movie with others and 63% said they watched a documentary with a friend or family member.
In line with other recent studies, the June CTAM Pulse "What's Next for 3DTV?" conducted by NPD and commissioned by the Cable & Telecommunications Association for Marketing, indicated 87% of current 3DTV set owners say they are satisfied with the quality of their 3D picture and 60% report their TVs are worth the price.
This research comes amidst a swirl of industry analysts and pundits seeming to hedge their bets on consumer adoption of 3D television and tells a different story, CTAM said.
GLASSES GROWING ON 'EM
In addition to high levels of satisfaction, the research shows a shift in attitude about the 3D glasses, described by many in 2010 as a "hassle." Today, 47% of 3DTV set owners say they're satisfied with having to wear the glasses and 55% satisfied with the fit of the glasses.
When looking at 3DTV owners vs. HDTV owners, the research shows overall satisfaction with the clarity of the picture is similar, as 87% 3DTV owners are satisfied with the 3D picture and 94% of HDTV owners are satisfied with their HD picture.
"Not unlike the rollout of HDTV a few years ago, consumers are still excited about the potential of immersive in-home 3DTV viewing," Char Beales, president and CEO of CTAM, said in a statement about the survey. "When HDTV rolled out, there was little hi-def programming available, but the early-adopting consumers were forgiving and willing to wait for the content to further advance. This new data shows similar sentiments are mirrored in the rollout of 3DTV, indicating that some analysts maybe judging the demise of the format prematurely."
The study does shows a need for more content. Only 40% of 3DTV owners are satisfied with the amount of 3D programming available.
As interest in 3D technology grows, consumers are also showing an interest in viewing 3D content on a variety of devices. While 21% of adults (18-plus) are interested in watching 3D movies at home, 17% are interested in taking 3D photos and 14% are interested in taking 3D videos.
Despite the abundance of 3D devices emerging in the market, consumer awareness of these devices remains focused specifically on 3DTV sets. With 36% of total households aware of 3D LCD TVs, awareness among other 3D devices, such as 3D camcorders (5%) remains low and only 14% of consumers are planning to purchase a 3D LCD TV in the next six months.