NPD: Consumer Exposure to 3D Video On the Rise, but Seasonal Declines Seen in Purchase Intent

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Aversion to 3D glasses is a leading purchase inhibitor, but consumers are warming to portable 3D experiences.

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As NPD's sell-through data shows, sales of 3D TVs did indeed rise during the holiday season, but they have since receded due to the seasonality of major electronics purchases.

More American consumers are gaining exposure to 3D video at movie theaters, retail venues, and in the homes of friends and family; however, according to The NPD Group, a leading market research company, overall awareness and purchase intent for specific 3D products declined in May 2011 versus October of last year. Declines were noted in all 3D product categories, except for home and portable video games consoles, which showed increases since the previous wave of NPD’s “3D 360-Degree Monitor” surveys were conducted last September.

“With the run-up to the holiday purchase season, the intent to purchase 3D televisions followed the purchase intent to buy TVs in general,” said Ross Rubin, executive director of industry analysis at NPD. “As NPD's sell-through data shows, sales of 3D TVs did indeed rise during the holiday season, but they have since receded due to the seasonality of major electronics purchases.”

Portable handheld 3D video-game consoles experienced the biggest increase in consumer awareness of any 3D category NPD tracks, due in large part to the launch of the Nintendo 3DS in February. Awareness of this 3D category rose from 5 percent last October to 13 percent in May. “Growth in both awareness and purchase intent for the 3D video-game player market is a particular bright spot in this emerging arena,” Rubin said. “The Nintendo 3DS has a low price compared to a 3D television and doesn't require glasses to view the effect. These advantages will also hold true for 3D smartphones entering the market this year.”

For the majority of consumers who weren’t interested in purchasing any 3D devices, glasses were the major barrier to purchasing, surpassing price as the most frequently cited objection. Even so price is also still a growing concern: 42 percent of consumers in May reported that prices were a barrier to purchasing a 3D TV, which is up from 38 percent last September.

“With lighter and less expensive active shutter glasses, a mix of smaller displays, and the entry of passive 3D technologies into the market, the industry is offering more 3D options to consumers,” Rubin said. “A greater array of Blu-ray titles, along with new digital delivery alternatives, is also helping to ease the path to 3D entertainment.”

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit and Follow us on Twitter: @npdtech and @npdgroup.


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