Europe BDA: 3D Blu-ray More Engaging than 2D29 Mar, 2011 By: Chris Tribbey
A study commissioned by the European arm of the Blu-ray Disc Association found that people are more than 10% more attentive when watching a 3D Blu-ray, compared with a regular Blu-ray, and nearly 30% more attentive when watching a 3D Blu-ray over a DVD.
The results of the neurological study, conducted by U.K. research group Mindlab International, also found that people were 18% more engaged and their emotional levels were 8% higher when comparing their reactions between 3D Blu-ray and DVD footage. The study tested the attention, emotion and engagement levels of different home entertainment disc formats on a group of subjects and monitored subjects’ heart rates, skin conductance levels and brain activity levels while they watched film clips and trailers in Blu-ray 3D, Blu-ray and DVD, according to the European BDA.
The news comes on the heels of Blu-ray sales figures from Futuresource Consulting, which show total European 2010 sales at 45 million, roughly double the sales of 2009.
“This study has shown how format change affects the viewer on both a conscious and a non-conscious level,” said Duncan Smith, managing director of Mindlab International. “The sharper contrast of the Blu-ray formats allows the brain to process more of what is being seen as less effort is needed to focus on certain objects. 3D is a fully immersive format, increasing engagement in viewers. The fact that subjects were witnessed as having increased eye movement and head movement is a testament to this.”
Smith said 3D draws more attention to peripheral images on the screen and is able to deliver footage that increases engagement and emotional response over other formats.
The study included 24 participants split between men and women, with subjects watching film clips in DVD, Blu-ray and 3D Blu-ray formats, in random order. Subjects' baseline readings were recorded to ensure accurate results.
“This study shows that Blu-ray isn’t just a huge step up technically; it also delivers a better and more engaging viewing experience in the home,” said Graham Heaton, chairman of the European BDA promotions committee said. “When you watch a Blu-ray Disc, you feel every moment with more emotion, drama and excitement. When you add 3D to the mix, it only enhances the experience further.”