DALLAS – International research firm Parks Associates reports a modest increase in awareness of 3DTV among U.S. broadband households in 2010, but says that the mainstream viability of 3-D depends on the availability of premium video content, rather than one-off events such as the World Cup.
The firm’s latest report finds that 13 percent of households are familiar with 3DTV, an increase from 10 percent in the previous quarter. Forty-eight percent of these households are willing to pay for 3-D content – but only if it’s the right type of content, such as movies and TV shows.
“Efforts such as the ESPN 3-D broadcast of the 2010 World Cup are great experiments and effective in building awareness of the technology, but they have not resulted in extraordinary 3DTV sales,” says Pietro Macchiarella, research analyst, Parks Associates. “As content and service providers launch new 3-D channels and Blu-ray discs, consumers will start to see more value in this technology, and shipments will increase as a result. By 2014, 80 percent of the TVs sold in the U.S. will be 3D-ready.”
Parks Associates research indicates that 3-D movies generate the most interest from U.S. consumers. One-third or fewer of consumers are willing to pay for 3-D television shows and sporting events, but nearly one-half are willing to pay for 3-D movies. “Hollywood’s push to increase its 3-D production benefits consumer awareness of the 3-D experience and stimulates interest in bringing it to the living room,” Macchiarella says.