U.S. Consumers To Spend More For 3DTV Than HDTV

by Wayne Friedman , August 15, 2011

3DTV

U.S. consumers looking to buy a 3DTV during the next year plan to spend over 50% more than those buying a regular HDTV, with over 11% planning to buy one next year.

According to Boston, Mass.-based Strategy Analytics, those early entertainment adopters will spend 56% more in the U.S than for a regular HDTV. That price is expected to average $1224 for a 3DTV compared with $785 for a HDTV.

The study found that in Europe 3DTV price premiums will be somewhat lower than the U.S. when compared to HDTVs -- ranging from 54% in France to 35% in Italy.

While many studies show some lackluster consumer interest in 3DTVs, this study suggests that is not the case -- that 11.5% of U.S. consumers are somewhat or very likely to purchase a 3DTV during the coming 12 months.

"3DTVs exhibit all the classic signs of an emerging market with early teething problems" stated Jia Wu, senior analyst at Strategy Analytics. However, he adds, it is important to note that "those who are thinking of buying the product attach significant additional value to a 3DTV relative to a regular HDTV."

Consumer interest in HDTV is somewhat lower in Europe. For instance, 9% of consumers in Germany are likely to buy a 3DTV in next year. This number is 6.9% in the U.K.

One of the concerns for consumers when it comes to buying a 3DTV is the potential health impact of watching 3DTV. The study says the industry must address this in order for widespread adoption to take place.

3-d, consumer, television, tv

2 comments about "U.S. Consumers To Spend More For 3DTV Than HDTV ".

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Paul Benjou from The Center for Media Management Strategies, August 16, 2011 at 8:53 a.m.
Would like to know who commissioned the study. Nonetheless, all arrows point South for 3DTV. It's a revived novelty and fad from the 50s. Set manufacturers will be losing billions as retooled manufacturing and marketing investments go down the "tube".
Paul Benjou
www.MyOpenKimono.com
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Randy Giusto from Ipsos Vantis, August 16, 2011 at 10:21 p.m.

It's not a comissioned study, they do the survey each year. But it is a survey of 2,000 US consumers and 2,800 European countries. Divide the 2,800 by the number of European countries, look for the ones showing interest and you get a very small number of people. Divide the US list by the laundry list of consumer electronics products and services they ask about and I'll bet "3D HDTV" is a small number of people too.