2010 was supposed to be the year of 3-D. More 3-D movies were released to more 3-D theaters than ever before, and the home theater industry rolled out brand new, high quality 3-D televisions, Blu-ray players, and Blu-ray discs. While 3-D continues to be pretty successful in theaters, sales of the TVs and related equipment fell far below expectations. A new research study reinforces what we already figured out on our own: People just aren’t interested in 3-D at home.
According to the Leichtman Research Group, 61% of U.S. households have at least one HDTV, and 26% have multiple HDTVs. That’s up significantly from 2005, when only 12% had any HDTV. However, less than 1% of households currently have a 3-D capable HDTV. Even though nearly 80% of adults in the U.S. have heard of 3-D TV, only 8% are very interested in buying one.
Other relevant stats:
- 24% of all adults have seen 3-D TV.
- 24% of those who have seen 3-D TV rate it an 8-10 (with 10 being excellent).
- 32% of those who have seen 3-D TV rate it 1-3 (with 1 being poor).
- 21% of all households purchased a new TV set in the past 12 months.
- 18% of all households plan to purchase a new TV set in the next 12 months.
The backlash from those respondents rating 3-D TV as “poor” doesn’t surprise me. Some people just find 3-D gimmicky and annoying, and don’t like it at all. My wife falls into this category. These people are never going to buy 3-D TV unless something really compelling can turn them around in their opinions.
What’s more troublesome (for the consumer electronics industry) is the finding that even those who rated 3-D TV as very good to excellent seem to have little interest in buying one – despite the fact that many of them plan to buy some new TV anyway.
Just the other week, I made a statement that the 3-D TV rollout has been a disaster due to the lack of 3-D content to watch. A few of our dear readers chided me for that in the comments, but I still stand by it. It’s very difficult to convince people to spend a lot of money on a 3-D TV when there’s almost nothing 3-D to watch.
It’s going to be very interesting to see what happens in 2011. More and more manufacturers are going to incorporate 3-D as a feature into their general TV product lines (rather than just high-end models). At the same time, Hollywood is finally starting to roll out more than a handful of 3-D movies on Blu-ray. (Frustratingly, some desirable titles like ‘Avatar‘ will remain exclusive to manufacturer bundle packages.) This may be a make-or-break year for 3-D. If those two initiatives can’t get people interested in the format, it may fizzle out as just another short-lived fad.
[via Home Media Magazine]