Report: Consumers Expect 3DTV to be Better Than HDTV

27 Oct, 2010 By: Erik Gruenwedel

Despite 74% of adults who have seen a 3D movie saying the format is superior to a conventional 2D movie, nearly 60% of all adult consumers have yet to watch a 3D film, according to a new report.

The International 3D Society, in a survey of 1,008 adults, found that more than half of all adults nationwide (54%) say they expect 3DTV will be better than high-definition TV, despite the fact that only a small percentage of households in the United States own a 3DTV, and availability of 3D broadcasts and Blu-ray movies remain limited.

Among those who have seen a 3D movie in theaters, 66% said they expect that 3DTV will be better than HDTV. The study showed that 3D movie viewing is directly correlated by age: 18- to 34-year-olds have the highest propensity to have seen a 3D movie, followed sequentially by each succeeding age group.

Interestingly, movies — followed by sports — top the list of genres adults (predominantly women) most covet in 3D, followed by action/adventure and nature/animals. Those genres are followed by sci-fi, video games, travel and concerts.

Finally, the study showed that among 18- to 24-year-olds (the youngest age group in the adult sample), video games and action/adventure programs tied for No. 1 in 3D popularity.

“Consumers have high expectations for 3DTV but are clearly excited about the [format’s possibilities in the home],” said Jim Chabin, president of the International 3D Society. “The growth opportunities are significant.”