GfK TechTalk

The interest in 3D technology has been steadily growing over the last couple of years with various films being re-released in, or designed specifically for, 3D viewing, not least James Cameron’s epic Avatar and its accompanying high budget hype machine, which exploded the awareness of the technology with the masses and smashed box-office records.

With Sky’s live broadcast of Manchester United vs. Arsenal this weekend signalling the first live 3D sporting broadcast on TV and acting as a showpiece for Sky’s 3D service that will be available from April, it’s fair to say that 3D  is now firmly entering the realm of the consumer.

Of course, for consumers to experience this revolution at home it will require the appropriate hardware.  A number of companies, including Sony, ESPN and DirecTV, made 3D TV announcements at the Consumer Electronics Show in Las Vegas, but whether people will be willing to spend on this technology in the near future is yet to be seen, particularly given that many consumers recently invested in high-definition sets.

That said, research*conducted by GfK NOP in January amongst a representative sample of internet users, shows that interest levels in 3DTV are relatively high, with  42% of adults expressing interest (somewhat or extremely) in buying a 3D TV.

This is not to say that interest will necessarily convert into purchase in the short term, but it does suggest there is certainly some potential; interest rises to 50% amongst males, 50% amongst those who are single and to 61% amongst those aged 16-24…offering a pretty clear indication of the target audience.

Just under a fifth of those not interested simply state that they don’t like the idea of 3D TV. A further 7% state that too much 3D viewing gives them a headache – fine for a one-off engaging film experience perhaps, but while the dizzying spectacle of a 3D experience within the context of a 2 hour trip to the cinema is one thing, will there really be the same desire to be immersing oneself fully in a 3D Albert Square experience with EastEnders evening after evening?

Another concern is the perceived ‘gimmicky’ nature of the proposition; while some films (such as Avatar) are uniquely suited to exploit the technology to its fullest, there is some scepticism about the benefit of routinely applying 3D to all films/ programming- particularly if focussing on the ‘wow factor’ of the technology is to the detriment of the considerations of plot or fully rounded character development. And this is before we even get to the glasses…

Ah yes, the glasses. 47% of consumers not interested in the concept state that the need to wear glasses would dissuade them from purchasing a 3D television (the biggest barrier in the research). Generally speaking, for some consumers the process of having to put on a pair of glasses will seem somewhat unnatural, as well as adding another peripheral to clutter up and lose in the sitting room. In addition, there’s also the unsettling experience of walking into your local pub and seeing a room full of football fanatics decked out like extras from the Matrix.

Of course, these barriers will inevitably disappear over time as the technology develops (and we hopefully lose the glasses), prices drop and consumers start to thinking about replacing their current HD-TV.  As an example, while 39% of adults feel that there isn’t enough content to make purchasing a 3D TV worthwhile, Sky are already taking the first steps this Sunday to introduce appealing content; something which will only continue over time.

Furthermore, there is potentially huge appeal for 3D TV amongst video gamers to fully immerse themselves in a 3D environment. (This is something we hope to research over the next couple of months in more detail.)

So, all things considered, it is our opinion that 2010 will not be the year of consumer 3D TV in home. At present 3D TV seems to sit more comfortably as an ‘event’ experience (i.e. a James Cameron sci-fi opera, or a critical fixture in the sporting calendar) rather than something to enjoy on a daily basis at home – and with this limitation in mind, it’s debatable whether many consumers, outside of the early adopters or those with plenty of disposable income, will make the investment in the short term.

Image from…

http://www.flickr.com/photos/warrenski/ / CC BY-SA 2.0