There is more of a "wow" factor for 3D demos in stores than for feature-length titles in movie theatres, according to a new report from The NPD Group.
According to the study, 20% of consumers reported being "amazed" by 3D demos in stores, versus only 15% who felt that way about their experience in the movie theatre. Movie theatres are providing most consumers with their first modern 3D experience, with the result that the "vast majority" of consumers who intend to purchase a 3D television are seeking larger screens and multiple pairs of 3D glasses.
"Since high-quality digital 3D has been available in the movie theatres for a few years now, consumers have come to expect impressive effects that are worth the price of admission," said Ross Rubin, Executive Director of Industry Analysis for The NPD Group. "However, 3D TVs are relatively new and those viewing a demo don't have to pay for the privilege, resulting in lower expectations that the sets are often exceeding."
There is believed to be a "fundamental" gap between the appeal of 3D and the acquisition of products to create it: 42% of consumers surveyed were at least somewhat interested in watching 3D movies at home, but only 11% intend to purchase a 3D television, according to the report. More than half of those intending to purchase a 3D product say that 3D enhances the viewing experience, and 42% agree with the statement that 3D is the future.
Objections from consumers not currently interested in purchasing a 3D television include cost and the need to wear glasses, but there are also believed to be concerns about the relatively short amount of time that the technology has been available in the market, and whether or not technical issues have been fully addresses.
"As we have seen with other technologies that have transitioned from the theatre to the home theatre, lower prices and more content will help drive adoption of 3D," added Mr. Rubin. "There is clearly an opportunity to build an ecosystem of products that enable this dynamic way to experience content."
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