The addition of 3D content is a bit of a chicken-and-egg battle, says Interpret's Vice President of Research Michael Cai. While many movie studios are beginning to release 3D DVDs and some networks and carriers are offering 3D television content, such availability may not take off until TV market saturation has reached a tipping point.
The onslaught of marketing and demonstration of 3D technology by television and consumer electronics manufacturers is beginning to show results as early adopters are showing interest in the technology for the home.
According to research company Interpret, 5% of U.S. heads of households are "definitely interested" in purchasing a 3D TV, and another 8% say they are "probably interested."
"The awareness level has increased so much over the last year or so with all the high-profile theatrical releases," Cai tells Marketing Daily. "Although the technology is new and the content is insufficient, for the early adopters it's enough to prompt them to go out and investigate 3D technology."
The company also finds that those who have interest in the technology are willing to pay 8-10% more for a 3D TV over a comparably sized 2D television. That's still well below the 25% premium currently being carried on most 3D sets, and could slow interest for those who don't consider themselves early adopters.
"A lot of the factors are in place for the early adopter market for the 3D to take off," Cai says. "[But] a couple of things have to happen for the general market: the price differential needs to narrow further and content needs to be readily available."
The addition of 3D content is a bit of a chicken-and-egg battle, Cai admits. While many movie studios are beginning to release 3D DVDs and some networks and carriers are offering 3D television content, such availability may not take off until TV market saturation has reached a tipping point.
"If you think about what Sony is doing -- pushing 3D across all their technologies and content, including their studio, Blu-Ray and PS3 -- that's enough for families to investigate 3D technology," Cai says.
And the glasses necessary to view 3D still remain a hurdle for consumers. According to Interpret, people are willing to pay an average of $23 a pair for the glasses, which is far below the current pricing, and they want more than three pairs at home.
"Even for people who have a very positive experience with 3D movies, the glasses are still a major complaint and they do become uncomfortable after wearing them for awhile," Cai says.