E3 2010: Consumers Are Game for 3D Technology
3D games on the big screen and portable screen from Sony and Nintendo stole the show
LOS ANGELES -- In tandem with E3 2010, where Sony and Nintendo stole the show with new PlayStation 3 3D games and a robust line-up of Nintendo 3DS stereoscopic games, new research shows that consumers are game for 3D. According to Interpret’s new report, “3D State of Union: Are Consumers Ready?” marketing campaigns of TV manufacturers and product demos at retail have vetted consumer interest in 3D technologies-5% of heads of households stated that they are “definitely interested” in purchasing a 3D TV in the next 12 months, and another 8% are “probably interested.”
“Even though consumer self-reported purchase intention needs to be discounted significantly, the percentage of 3D TV intenders is nothing to be sniffed at,” said Michael Cai, VP of Research at Interpret LLC. “Based on consumer data, we anticipate more than 4 million 3D TV sets to be sold in the United States in the next 12 months.”
The report also reveals that 3D TV intenders are willing to pay 8-10% more for a 3D TV than a 2D set of similar size and intenders for a 3D Blu Ray player are ready to shell out 35% more for the ability to play back 3D movies at home. Furthermore, consumers want more than 3 pairs of 3D glasses for their households but are only willing to pay $23 for a pair.
“The 20-25% premium carried by today’s 3D TVs is higher than what consumers are willing to bear; however, we expect promotions around the 2010 holiday season to push many early adopters over the edge,” said Cai. “We do advise manufacturers and retailers to bundle additional pairs of glasses into their offerings to sweeten the deal.”
"3D State of Union: Are Consumers Ready?" is a new report produced by Interpret. This report examines consumer awareness, experience, perception, and interest of 3D entertainment and technologies and identifies early adopters of 3D content and devices. It covers different types of 3D media including theatrical, home entertainment, TV services, and video games and analyzes which type of content will drive consumer adoption of 3DTVs. Capturing consumers’ attitudes on both the pros and cons of 3D entertainment, the preferred types of 3D content, and more, the report illuminates consumer uncertainty on these emerging entertainment technologies.
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About the Author
John Gaudiosi
Editor-in-Chief
John Gaudiosi has been covering videogames for the past 17 years for outlets like The Washington Post, CNET, Wired Magazine and CBS.com. He has focused on the convergence of entertainment and videogames for outlets like Video Business, Home Media Magazine, Entertainment Weekly, The Hollywood Reporter and Variety. He currently serves as Editor-in-Chief of Gamerlive.TV and is also a freelance game columnist for Reuters and writes for outlets like Playboy Magazine, NVISION Magazine, GamePro Magazine, Official PlayStation Magazine, EGM Now, Maxim.com, AOL GameDaily.com, GeForce.com, and Yahoo! Games. John also serves as the video game expert for NBC in Washington D.C. John was named one of the Top 50 Game Journalists in the world by Next-Gen.biz in 2007. He is the co-author of Scholastic Books' How to Get into Videogames, Prima Publishing's Madden: Twenty Years of Videogame Football and Electronic Arts: The Official History.
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