• by Aaron Baar , March 1, 2010

Consumers may be interested in 3-D TV, but it's going to take more than interest to get them to buy one.

According to a new survey from The NPD Group, about a third of consumers said they were at least "somewhat interested" in having 3-D capability on their televisions. But a solid majority of them still said the costs of both the set and the accessories (such as glasses) were barriers to purchase.

"Manufacturers are counting on 3-D to accelerate the replacement cycle the way HD did," says Ross Rubin, executive director of industry analysis at NPD. "[But] 2010 is going to be a pretty slow year. There are significant price premiums above HDTV."

Some 61% of consumers said the additional cost of a 3-D-capable set was a concern as they considered the purchase of a new set, while 64% said the possibility of paying a cable or satellite company more for 3-D content was an issue. For 39% of consumers, the limited amount of content available was a concern, although Rubin notes that many companies -- such as ESPN and the major movie studios -- have already vowed to create 3-D content.

"[Content] was how high-definition television built up its base," Rubin tells Marketing Daily. "There was less content available for HD [when they first came out] than there will be for 3-D."

Of similar concern for consumers were the glasses required for 3-D viewing. The 3-D glasses can cost upwards of $125 a pair, and most households will need multiple pairs, Rubin says.

Regardless, the Consumer Electronics Association estimates that slightly more than 1.2 million 3-D-capable televisions will ship in 2010. If manufacturers and retailers can build interest among the 70% of consumers that were neutral or not interested in 3-D TV, that could lead to sales of other HDTVs as well, Rubin says.

"3-D TV is going to drive interest and store traffic. And like HD, it's something you're going to need to see in person," he says. "That's good news for retailers and companies for whom flat-panel TVs had become a commodity."