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50% of Consumers Want 3D Home Theater

Quixel Research also says consumers are willing to pay for 3D glasses and want 3D channels from cable/satellite providers.

50% of Consumers Want 3D Home Theater
Jason Knott · December 21, 2009

According to a recent survey from Quixel Research, 50 percent of consumers want 3D home theaters and about 80 percent have already watched something in 3D.

Quixel’s second annual 3D study, “3D Displays and Content 2009,” (pdf) surveyed 1,000 HDTV owners to get their opinions on 3D technology. The data also shows consumers:

  • Are willing to pay for 3D glasses
  • Want to receive 3D programming from their service provider
  • Prefer to watch 3D content from their cable or satellite provider vs. buying Blu-ray/DVD

“Consumers not only prefer to receive 3D content from their cable or satellite provider, but they are willing to pay more for a 3D movie channel,” says Tamaryn Pratt, Quixel Research principal. “Consumers are very familiar with recent 3D technology and those who have seen a 3D movie in the [past] 12 months are interested in owning a 3D TV even if it requires glasses.”

The study also found the following: 

3D Product Awareness: Seventy-eight percent of respondents have had a 3D experience.
3D Interest/Purchasing: Half of those surveyed are interested in watching 3D at home, with those who have seen a 3D movie recently more interested in purchasing.
3D Timing: More than one third of those surveyed expect 3D TV within 12 months
3D Content: A significant majority would be interested in changing their content provider in order to receive 3D content.
3D Opinions: Nearly two-thirds say 3D is a group experience.
3D Glasses: Consumers are willing to pay for 3D glasses but don’t expect to pay twice as much for two pair.
3D Brands: Comcast was in the top three trusted 3D brands along with Samsung and Sony.

  About the Author

Jason has covered low-voltage electronics as an editor since 1990. He joined EH Publishing in 2000, and before that served as publisher and editor of Security Sales, a leading magazine for the security industry. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He is currently a member of the CEDIA Education Action Team for Electronic Systems Business. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at [email protected]

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  Article Topics

News · 3D · Quixel Research · Research · All Topics
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