Consumer interest in 3D TV growing – study
According to CEA’s most recent U.S. Consumer Electronics Sales and Forecast , not only are sales of 3D TV sets on the rise, consumers are starting to embrace the format
The study, conducted in September 2012 for CEA’s Beyond 2D Viewing: Understanding the Demand for Advanced Television Features report, shows that 21% of US households own at least one 3D television – an estimated 5.6 million by the end of last year. That represents 18% of all televisions sold, compared to 8% of all TVs sold in 2011, presumably as 3D becomes a default feature.
What is most interesting is the number of 3D hours watched. The study found that 42% of 3D TV owners watch five or more hours of 3D content a week and 9% watch more than 15 hours.
Supporting the finding that 3D Blu-ray sales are increasing, 3D movie watching was the most popular with 48% having watched a 3D Blu-ray disc. Live programming (42 %) and video games (30%) are also popular sources of 3D content. Overall, two-thirds (68 %) of 3DTV owners rate the visual experience of 3D programming as excellent or good.
“Consumer interest in 3DTVs and 3D content continues to grow as ownership rates increase,” said Kevin Tillmann, senior research analyst at CEA. “Continuing to expand and innovate with 3D content will be extremely important for future usage and will continue to drive sales.”
For more information visit www.ce.org.
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