US consumers are attracted to the immersive quality of 3D TV but are putt off buying one by both the cost and the need to wear special glasses while watching, a study has found.
According to a new report by research firm Neilsen, 57 per cent of American viewers said 3D television made them feel “part of the action”, while 48 per cent said they felt more engaged with what they were watching. 47 per cent said the technology would make them watch programmes they wouldn’t normally watch.
However, many said they were unlikely to buy a 3D TV within the next 12 months, with 57 per cent saying they were put off by having to wear 3D glasses. 68 per cent said the cost of the device was a concern, while 44 per cent cited the scarcity of 3D content as a concern.
Nielsen’s research suggested that if these issues were satisfactorily addressed by manufacturers and content producers, consumers might embrace the technology.
Brian Markwalter of the Consumer Electronics Association recently told PCR that 3D TV would not hit the mainstream until glasses were standardised across brands.
Meanwhile, electronics vendor Philips claims it will have a glasses-less 3D PC monitor on the market in a matter of months.
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