Consumerscope: What Do Consumers Actually Think of 3DTV?
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.
Sales associates, too, play an important role in shaping positive consumer sentiment. In recent interviews CEA conducted with sales personnel at select 3DTV retail outlets, seven in ten (69 percent) said they are prepared to sell 3DTV, while about 68 percent are personally excited about the technologies. While these two components are important when selling any new technology, they become even more essential when developing interest in devices requiring first-hand user experience. Still, sales clerks on the floor say consumers need to be better educated, with four in ten (39 percent) reporting most or all electronics shoppers are confused about 3D technologies.
As the first full year of 3DTV at retail enters the crucial fourth quarter, the demonstration experience remains key to consumer adoption. Those who have seen the technology in action rate the visual experience positively and express a willingness to purchase in the near term.