Survey: Most Have Seen 3D Movies

TWICE commissioned a survey about consumer opinion about 3DTV, and the results have some interesting highlights. A good place to start is the fact that about 78% of the respondents have seen at least one 3D movie in a cinema. This is interesting because nearly the identical 78% have never seen a 3DTV.

Now, nearly the same 78% of those who had seen a 3D movie were positive about the experience, but only 54% had positive comments about the 3DTV viewing experience. Only 54% of the total said that they would consider buying a 3DTV, but most of them figured it would be more than a year before they’d buy one. The three most common reasons for not getting a 3DTV were the need to buy additional items (41%), the cost (36%), and the lack of content (24%).

TWICE published the results under the headline “Consumers Know 3D But Need More Convincing”. My take on the results is a bit different; the consumers appear to be well-informed, and they are waiting for the prices to come down and the amount of available content to go up. I wouldn’t call that a need for convincing as much as this is the sign of a patient attitude. Aside from the early adopters, the value proposition just isn’t strong enough yet for the average consumer. I expect that we’re right on track for broader acceptance of 3DTV in late 2012 and into 2013.