One of the biggest stories in consumer technology this year is the emergence of 3DTV. In the ramp up at retail, most consumer insights have centered on the purchase potential, including the factors that drive purchases and when consumers expect to buy.
Nearly a year into 3DTV’s initial entrance at retail, with many consumers having seen 3DTV demos, the question now becomes: “So what do consumers actually think about it?”
CEA’s recent webcast The Current State of 3DTV focused on consumer perceptions following their first-hand experience. One key finding is that one in five online adults (21 percent) have watched 3D content on a 3D enabled television. Though many have seen 3DTV in a home (42 percent have watched in their own home and 32 percent have watched in someone else’s home) half report they have watched 3DTV programming in a retail setting. These in-store experiences are crucial in driving adoption of 3DTV and have the power to shape positive consumer attitudes about the technology.
After watching a 3DTV demo, most consumers come away impressed. A majority (79 percent) grade the visual experience positively (excellent or good) with nearly half (46 percent) of these viewers rating it as being excellent. Watching 3D, an important first step in the purchase process, often leads to future interaction with the technology.
Nearly two in three (64 percent) who have watched 3D say they are likely to browse 3D sets during their next electronics shopping trip (just 19 percent of those who have not seen 3D indicate this) and half expect to purchase a set within the next one to two years. In fact, three in ten 31 percent say they will purchase in the next 12 months. For many, seeing the technology in action is likely to drive future interest, possibly leading to additional demonstrations, a greater level of familiarity, and a purchase.
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With first-hand experiences fueling interest in 3D, how can manufacturers and retailers drive those uninitiated with 3DTV to in-store demonstrations? Consumers who have never seen 3D were asked which factors would likely get them to try on 3D glasses and watch a set during their store visit . These respondents reported a host of factors, including interesting content displayed on screens (36 percent) and multiple pairs of 3D glasses available for viewing (34 percent).
Interestingly, consumers who have seen 3D and those who have not share similar concerns about the technology. The cost of 3D sets, the need to wear glasses, and concerns about eye strain were most often reported as potential obstacles for both groups. With this in mind, retailers and manufacturers should focus marketing and education efforts to assuage these concerns, treating the store demonstration area as a learning environment.
