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DEG's 3DTV owners survey spells good news for 3D home entertainment

Unsurprisingly for a survey whose sample was provided by five manufacturers who are its members, the Digital Entertainment Group (DEG) reveals, in its latest research, that 3DTV owners “overwhelmingly reported a positive entertainment experience, minimal price premiums, and enthusiasm about the future of 3D content.”

The report, 3DTV Owners: A Closer Look at The New World of Immersive Home Entertainment,” was based on a study conducted this spring by market research firm SmithGeiger. While previous research centered on consumers’ preconceptions about 3DTV, this study is the first to focus on the experience of actual 3DTV owners.

Respondents were asked to assess a number of 3DTV factors, including: picture quality, perceived price differences, viewing satisfaction, content preferences, and reaction to 3D glasses.

For consumers who view programming in 3D, 88% rated the 3D picture quality positively, compared to 91% for their 2D picture quality. Also, 24% of those who view 3D at home reported watched more television – both in 2D and 3D – since purchasing their new 3DTV. Some 85% of 3DTV owners surveyed would prefer to watch half, most, or all of their programmes in 3D. These consumers also reported that the majority of home entertainment in 3D is better than in 2D, with 3DTV owners naming feature films on Blu-ray as their favorite 3D programming.

Consumers surveyed believe the upgrade to 3D “was well worth the price.” The vast majority of 3DTV owners stated that they paid a relatively small additional fee for 3D capability, and that the feature made their television “worth the extra dollars paid.” Nearly 80% of those surveyed said that their 3DTVs were either less expensive, about the same, or just a little more expensive than a comparable HDTV without 3D capability. On average, those surveyed by the DEG paid just over $2,000 for their 3DTV, with more than half paying less than $2,000.

DEG says many have speculated that a key factor slowing 3D adoption was the glasses. According to its study, that is not the case; of the 3,100 3DTV owners surveyed, only a handful experienced any discomfort when using active shutter 3D glasses. More than 4 out of 5 of (83%) stated that it takes either no time or just a few minutes to adjust to wearing 3D glasses.

Additionally, of those surveyed, 74% own two or more pairs of glasses, with 33% buying an extra set during their initial 3DTV purchase. More than half (52%) of these 3DTV owners also received at least one set of glasses bundled with their television. “With an average of 2.38 pairs of glasses per home, it is clear that 3DTV owners are actively using their 3DTVs for viewing 3D,” says the report.

The findings show that feature films on Blu-ray 3D are the top 3D programming choice (78%), with animated movies on Blu-ray (77%) and nature or wildlife programs (75%) close behind. Football games (67%) and other sports were also highlighted as preferred types of home 3D content.

In addition to enjoying their 3DTVs, more than 7 out of 10 of those surveyed by the DEG use a Blu-ray 3D or 3D-capable player. And 44% of those owners also purchased their Blu-ray player bundled with their 3DTV. Many of these consumers are already using their 3DTVs to watch Blu-ray 3D movies, with most having recently purchased or rented a Blu-ray 3D title. Additionally, 22% purchased that movie when they bought their 3DTVs.

Some 28% of all 3DTV owners reported owned a PlayStation3 system, with 78% of these owners having already upgraded their PS3 to watch 3D movies, while 76% upgraded their PS3 to play 3D videogames. Also 68% have already purchased a 3D video game, and an “astounding” 42% of gamers are playing 25% or more of their game time in 3D. In addition to Blu-ray players and PS3s, 40% of owners are receiving 3D content through a cable or satellite channel.

The consumers surveyed in the DEG’s study, were predominantly male (86%) and married, (71%), with an average age of 51 years old. The average income was just under $99,000, although 38% of those surveyed reported earning less than $75,000. Additionally, 78% of these 3DTV owners said that their sets are also viewed by their spouses or significant others; and 86% of these owners have children at home who also watch their 3DTVs on a regular basis. The majority of 3DTV owners surveyed (89%) own a 3DTV that measures 50 inches or larger.

The 3,065 respondents were all 3DTV owners who had purchased their sets within the past 15 months. The survey was conducted online from March 1 to March 31.

Story filed 29.05.11

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