More Consumers are Amazed at the Retail 3D Experience than the Theater Experience, According to The NPD Group
More Consumers are Amazed at the Retail 3D Experience than the Theater Experience, According to The NPD Group
Port Washington, New York (Vocus) October 26, 2010
There’s more of a “wow” factor for 3D at retail, according to the first installment of the 3D 360° Monitor, a new report from leading market research company, The NPD Group. According to the report, 20 percent of consumers reported being “amazed” by the 3D demos in stores, versus only 15 percent who felt that way about their experience in the theater.
“Since high-quality digital 3D has been available in the theaters for a few years now, consumers have come to expect impressive effects that are worth the price of admission,” said Ross Rubin, executive director of industry analysis for The NPD Group, “However, 3D TVs are relatively new and those viewing a demo don’t have to pay for the privilege, resulting in lower expectations that the sets are often exceeding.”
Theaters are providing most consumers with their first modern 3D experience. Twenty-six percent of consumers stated they experienced 3D entertainment in theaters in the past 12 months followed by retail outlets with 4 percent. Those interested in 3D, however, are being driven by the cinematic experience, with the vast majority of consumers intending to purchase a 3D television seeking larger screens and multiple pairs of 3D glasses.
Demand
The fundamental gap that 3D faces is the one between the appeal of the experience and the acquisition of products to create it. For example, 42 percent of consumers surveyed were at least somewhat interested in watching 3D movies at home, but only 11 percent intend to purchase a 3D television. More than half of those intending to purchase a 3D product say that 3D enhances the viewing experience, and 42 percent agree with the statement that 3D is the future.
Objections from consumers not currently interested in purchasing a 3D television include cost and the need to wear glasses, but there are also concerns about the relatively short amount of time the technology has been available in the consumer market, and whether or not the technical issues have been addressed.
“As we have seen with other technologies that have transitioned from the theater to the home theater, lower prices and more content will help drive adoption of 3D,” said Rubin. “There is clearly an opportunity to build an ecosystem of products that enable this dynamic way to experience content.”
To learn more about consumer experiences at the theater and at retail read Ross Rubin’s blog post on The NPD Group Blog.
Methodology
The 3D 360° Monitor Report, the first report of its kind from NPD, covers awareness, interest and intent around the breadth of devices and content tracked by NPD. More than 1,100 respondents from NPD’s online panel completed the first wave of this survey in August.
About The NPD Group, Inc.
The NPD Group is the leading market research provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit http://www.npd.com and http://www.npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.
FOR MORE INFORMATION:
Sarah Bogaty
+1 516 625 2357
sarah(dot)bogaty(at)npd(dot)com
###
©Copyright 1997-2010, Vocus PRW Holdings, LLC.
Vocus, PRWeb and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.
Cost, Content, and Convenience Important Factors for Consumers Considering 3D TV, According to NPD
Port Washington, NY (Vocus) February 26, 2010
While consumers express some interest in 3D TV they may not be running out to purchase a new TV set just yet, according to leading market research company The NPD Group. NPD’s Snapshot Report: 3D Television found that about a third of consumers were at least “somewhat interested” in having 3D capability on their TV, but cost, content availability, and convenience of watching in 3D ranked high among concerns about adopting the technology.
The cost of a 3D TV and the cost of getting 3D content on their TV were concerns for more than 60 percent of consumers. Having to possibly pay more for 3D content from their television provider was perceived as a potential downside of 3D TV by 64 percent of consumers, and 61 percent were concerned about 3D adding significant cost to the price of a TV. In addition, the limited amount of content available was sited as a concern by 39 percent of consumers.
Cost and convenience also came into play in terms of the glasses that major manufacturers will require for viewing 3D content. The inconvenience of wearing 3D glasses was sited as an inhibitor for 53 percent of consumers. 3D glasses would also add on to the cost of viewing 3D content.
“Manufacturers are counting on 3D to accelerate the replacement cycle the way HD did,” said Ross Rubin, executive director of industry analysis at NPD. “Early adopters will look past significant price premiums and limited optimized content in the name of bringing home even more of the cinematic experience as they find 3D capabilities included among other premium features.”
DisplaySearch, an NPD Group company, expects 1.2 million 3D-capable TVs to ship in 2010, with that number growing to 15.6 million in 2013, according to their Quarterly TV Design and Features Report.
Methodology
More than 2,000 adults from NPD’s online panel took part in the survey which was conducted in late 2009.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,700 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit http://www.npd.com/ and http://www.npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.
FOR MORE INFORMATION:
Sarah Bogaty
+1 516 625 2357
sarah.bogaty (at) npd (dot) com
###
3DTV Shipments Set to Reach 46 Million by 2013, According to GigaOM Pro
San Francisco, CA (PRWEB) October 5, 2009 -
While 3DTV has its skeptics, the giants in the consumer electronics industry see huge potential, according to a new report from GigaOM Pro (http://pro.gigaom.com/2009/10/3dtv-market-analysis). As HDTV manufacturers face shrinking margins and a maturing market, big players like Sony and Panasonic see 3DTV as the way to rejuvenate their TV business. While the market is only in its infancy today, by 2013 up to 46 million 3DTV capable flat-panel HDTVs will head to consumer homes.
“While the initial shipments of flat-panel 3DTVs will be small in 2010 due to premium pricing strategies by the large TV manufacturers, volumes are likely to grow quickly in just a few short years as manufacturers begin to implement 3-D as a standard feature across their HD flat-panel product lines,” said Alfred Poor, author of the report and publisher of the HDTV Almanac.
As 3-D becomes a standard feature with just a slight cost premium in coming years – just as 120 Hz is today — many consumers will opt for 3D-capable TVs even if the majority of the content they watch will be 2-D. However, as content owners and pay-TV operators convert large portions of their back-catalogs of content to 3-D, it’s likely many consumers will watch more and more of their favorite shows and movies in 3-D.
“Just as many consumers are voting with their wallets today for the 3-D version of their favorite movies in the theater, we expect over time that many will choose 3-D for their favorite shows and movies at home as well,” said Poor. “The latest movies and shows will become available in 3-D on Blu-ray, Pay-TV channels and even streaming online, which will help drive consumer adoption of 3D-capable TVs as prices drop in coming years.”
Another significant factor will be the widespread availability of lower-cost active glasses for 3-D viewing. To date, the low number of glasses hasn’t yet resulted in necessary scale in manufacturing to lower their average selling price. In the future,however, high-volumes of 3DTVs will result in the need for millions of glasses, driving down the cost of glasses for the home.
The report, “3DTV Market Analysis: Making the Transition from Cinema to Living Room” is available at GigaOM Pro (http://pro.gigaom.com/2009/10/3dtv-market-analysis). The report includes analysis of the various 3DTV technologies, standards and markets. It examines the HDTV and 3DTV market landscape and includes market forecasts for 3DTV, and strategic recommendations for consumer electronics OEMs, content owners, service providers and retailers.
About GigaOM Pro
As part of the GigaOM Network, GigaOM Pro delivers actionable insights on emerging markets by curating the most relevant news, providing big-picture analysis and in-depth original research reports, and offering interactive engagement with technology insiders. Visit GigaOM Pro today at http://pro.gigaom.com
About Alfred Poor
Alfred Poor is a display industry expert and a member of the GigaOM Analyst Network (http://pro.gigaom.com/analysts/). He writes and publishes the HDTV Almanac (http://www.hdtvprofessor.com/HDTVAlmanac/), a daily compendium of news and commentary on HDTV and home entertainment topics. He is active in the Society for Information Display (SID), and is a former Chair of the Delaware Valley Chapter of SID and of the SID Display of the Year Awards Committee.
###
Related 3dtv Press Releases
3-D Digital Cinema Installations to Reach $750 Million in Revenue According to GigaOM Pro and Research 2.0
San Francisco, CA (PRWEB) October 12, 2009
While 3-D technology has been around in various stages of evolution for close to 100 years, advances in 3-D computing will be one of the driving technologies impacting a variety of industries in the coming years, according to a new report from GigaOM Pro and Research 2.0. From movie theaters — where 15,000 new 3-D installations will create 0 million in revenue over the next five years — to home entertainment, mobile and digital signage, 3-D computing is fast becoming a critical technology on many industry road maps.
“3-D technologies will be a significant part of a number of industries’ future evolution,” said Kris Tuttle, president of Research 2.0. “Advances in display technologies, graphics processing and software are creating a large and growing wave of change coming to and from the world of 3-D computing.”
While much of the focus for 3-D displays is on the home, the public space and digital signage markets will see significant penetration of 3-D technology in coming years. Companies such as Visumotion and Newsight are developing technologies as well as working with digital signage incumbents to deliver 3-D technology to this market, and by 2014 nearly 1 million 3-D digital signage systems should ship.
Another important market impacted by 3-D computing will be the mobile communications and devices market. Hitachi has already released a 3-D capable mobile phone with KDDI in Japan, while a company called Spatial View is making applications to render 3-D viewing on mobile devices such as the iPhone.
“The growth of 3-D computing will have a far-reaching impact on the lives of people in their personal and work lives over the coming decade,” said Steve Waite, partner and director of Strategy, Research 2.0. “The opportunities for both existing and new market players will be significant.”
The report, entitled “3-D Computing: From Digital Cinema to GPUs” (http://pro.gigaom.com/2009/10/report-3-d-computing-from-digital-cinema-to-gpus/) is a comprehensive analysis of the entire 3-D market landscape, examining how changes across the semiconductor, computing, software, consumer devices and content marketplaces will usher in a wave of innovation and end-use products. The report has forecasts, market analysis and competitive analysis for companies across the 3-D technology marketplace.
About GigaOm Pro
As part of the GigaOM Network, GigaOM Pro delivers actionable insights on emerging markets by curating the most relevant news, providing big-picture analysis and in-depth original research reports, and offering interactive engagement with technology insiders. Visit GigaOM Pro today at http://pro.gigaom.com
About Research 2.0
Research 2.0 is dedicated to emerging technologies that are poised to enter phases of creative destruction in the marketplace. We provide research, market positioning, and investment analysis for the markets and companies that are impacted. Our independent, flow-based research model gives us a distinct advantage in the market. We synthesize a great deal of information from diverse sources simultaneously and put it into an investment context. Visit at http://www.research2zero.com/
###
3D Capable Home Entertainment Product Revenue Exceeds $55 Million in the U.S. According to NPD Group
Port Washington, New York (Vocus) June 23, 2010
3D TV and 3D Blu-ray standalone player revenue in the U.S. has exceeded million in the first three months since the launch of these products in February, according to leading market research company The NPD Group’s Retail Tracking Service.
“3D TV and Blu-ray players are seeing steady growth even as major product line launches are slated for the coming months,” said Ross Rubin, executive director of industry analysis at NPD. As more consumers adopt 3D, the industry can help foster a 3D ecosystem similar to that of HD.”
One inhibitor to adoption of 3D TV at home is the need to wear special glasses when watching 3D TV. These glasses can add significant cost and work only with their brand of television. Only 10 percent of consumers surveyed in The NPD Group’s Analyst Poll of NPD Panelists cited “looking silly” as a main concern of the glasses, whereas 41 percent cited not having enough glasses on hand for everyone watching the set.
“3D TV will be a premium home entertainment experience in 2010,” said Rubin. “Many consumers have already shown that they are willing to use special glasses to obtain the effects, but want to preserve the social aspect of the group television viewing.”
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit http://www.npd.com/ and http://www.npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.
FOR MORE INFORMATION:
Sarah Bogaty
+1 516 625 2357
###
