US and European consumers unconvinced of 3D TV


22 Dec 2010

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Consumer interest for 3D TV in Europe and the US is trailing behind the rest of the world, research from Nielsen suggests.

Only 3pc of US consumers and 6pc of European consumers said they will “definitely” buy a 3D TV.

Some 59pc of US consumers and 45pc of European consumers said they will definitely not purchase one.

However, the technology saw more popularity in other regions, particularly in Asia Pacific, Latin America and the Middle East, Africa and Pakistan.

Worldwide, 13pc of all respondents said they already own or “definitely will” buy a 3D TV in the next year. Fifteen per cent of global consumers said they “probably will” buy a 3D TV in 2011.

The results reflect previous research by DisplaySearch, which said consumers were still wary of the technology, due to the minimal 3D content available and the price of 3D TV sets.

Frank Stagliano, executive vice-president of TV Primary Research, agrees that users appear to be holding off from committing to 3D.

“Our research shows that, despite positive perceptions towards 3D TV programming, consumers are still hesitant to invest in 3D TV sets – opting to take a ‘wait and see’ approach,” said Stagliano.

“Recent technology battles between plasma and LCD or Blu-ray and HD DVDs have trained consumers to wait until widespread adoption is more likely. This drives down cost, making technology more affordable.”

Stagliano also said consumers were put off by the fact that the sets require glasses, which they feel may not make watching TV a relaxing experience.

The survey questioned 27,000 people worldwide across 53 countries.