NPD: Consumer Engagement Critical to 3D TV Success

May 21, 2012 · Posted in M&E Daily, Today's M&E Connections 

Sales of televisions with 3D capabilities may be popping, but consumer interest in 3D home entertainment remains relatively flat, according to the NPD Group.

3D TVs accounted for 11 percent of all flat-panel TV sales in the first quarter of 2012 — nearly double the percentage of the same period in 2011, NPD says. Meanwhile, 3D comprises more than one fifth (22 percent) of all TVs sold with screen sizes of 40 inches or higher.

Yet more than two thirds of consumers interested in, or expecting to purchase, a flat-panel television in the next 6 months (68 percent) still describe 3D as merely a “nice feature to have [in a TV that] they may use in the future.”

Consumers who have experienced 3D TV, however, rate it favorably — as fellow research firm Parks Associates found in a separate survey of 3D TV owners (“A majority of them use their 3D TVs on a monthly basis, and 65 percent want access to more 3D movies”).

What of content’s role in driving the 3D TV market? “Content availability as an adoption inhibitor is waning,” NPD notes, “though the absence of a nationwide 3D network or channel makes it difficult for consumers to plan 3D viewing.” Ultimately, says NPD’s Ben Arnold, “Getting owners to put on glasses and watch content is the real measure of 3D’s success.”

More on the state of the 3D TV market at paidContent.

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