Movies Hold Top Spot Among 3DTV Owners

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Study Counters Pundit Woes; Reveals -- If the Glasses Fit, They’ll Wear ‘em

Awareness of 3D Devices -- Source: The NPD Group / 3D 360º Monitor, Feb. 2011

Not unlike the rollout of HDTV a few years ago, consumers are still excited about the potential of immersive in-home 3DTV viewing.

A study released today shows that movies still rank as the consumer favorite in the 3DTV viewing experience, with 93 percent of 3DTV owners reporting they had watched 3D movies at home. This finding is in line with 2010 findings, where 77 percent of consumers perceived 3DTV viewing to be better suited to special events, such as movies or sporting events. Perhaps surprisingly, while some viewers in 2010 indicated a feeling of isolation with the 3D glasses, the majority of current 3DTV owners, indeed, reported watching 3D programming with others. In fact, 64 percent reported watching a movie with others and 63 percent said they watched a documentary with a friend or family member.

In line with other recent studies, the June “ Pulse ; What’s Next for 3DTV?” conducted by NPD and commissioned by the Cable & Telecommunications Association for Marketing (CTAM), indicates that 87 percent of current 3DTV set owners say they are satisfied with the quality of their 3D picture and 60 percent 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. 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.” In fact, today 47 percent of 3DTV set owners say they’re satisfied with having to wear the glasses and 55 percent are 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 percent of 3DTV owners are satisfied with the 3D picture and 94 percent 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,” said Char Beales, president and CEO, CTAM. “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 show similar sentiments are mirrored in the rollout of 3DTV, indicating that some analysts maybe judging the demise of the format prematurely.”

However, the study does show there is a need for more content. Only 40 percent 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 percent of adults (a18+) are interested in watching 3D movies at home, 17 percent are interested in taking 3D photos and 14 percent 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 percent of total households aware of 3D LCD TVs, awareness among other 3D devices, such as 3D camcorders (5%) remains low and only 14 percent of consumers are planning to purchase a 3D LCD TV in the next six months.

This research is based on an online survey conducted by NPD’s Fast Follow-Up Program. Fieldwork was conducted from April 29-May 5, 2011 and was comprised of a pre-identified group of 3DTV owners (n=332) and a pre-identified group of HDTV owners (n=577). Both samples included individuals ages 18+. This study has a +/- 5.4 percentage point margin of error at the 95% confidence level.
A portion of the data included in this analysis is as of February 2011 and is provided by The NPD Group’s 3D 360º Monitor. The NPD 3D 360º Monitor provides a complete view of the 3D ecosystem through an online consumer sample including 1,984 panelists forming a representative sample of U.S. adults (A18+). This study has a +/- 3.3 percentage point margin of error at the 95% confidence level.

CTAM, the Cable & Telecommunications Association for Marketing, is a non-profit professional association, dedicated to helping the cable business grow. To that end, CTAM provides consumer research, an interactive executive innovation series, conferences, awards and the “CTAM SmartBrief” to its individual members. On behalf of 90 corporate members, the organization leads the Advanced Cable Solutions Consortium and Business Services Council, and facilitates national cooperative marketing efforts, including the Cable Mover Hotline® and Movies On Demand® initiatives. The corporate website is and CTAM can be found on Facebook, LinkedIn and Twitter.

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