Digital Entertainment Group Survey Dispels Myths, Misconceptions About Platform

[by Mike Reynolds — Multichannel News, 5/24/2011]

When it comes to their 3D TV sets, owners of the equipment greatly enjoy their home viewing experience, rate the quality of picture extremely high, believe the upgrade was well worth the investment and don’t even mind those glasses.
Those were among the key conclusions drawn from a new study polling some 3,065 3D-capable set owners that was commissioned by the DEG: The Digital Entertainment Group, the results for which were released here today at the NewBay Media Summit on “Connected TV and 3D: Delivering the Demand.” NewBay Media is the parent of Multichannel News. 
Conducted online by SmithGeiger from March 1-31, the study, “3DTV Owners: A Closer Look at The New World of Immersive Home Entertainment,” queried respondents who had purchased LG, Mitsubishi, Panasonic, Samsung or Sony sets over the past 15 months, 
Ron Sanders, president of DEG and Warner Home Video, said during the presentation at the Roosevelt Hotel that previous research had focused on consumer and media preconceptions, including a “few myths and misperceptions,” about the technology and 3D. He said this study was valuable because it centered on what set owners thought of the home 3D experience, which has been heightened by the availability of more sports, entertainment, wildlife and nature fare, the growing number of theatricals available on Blue-ray 3D and gaming.
Some 60% of survey respondents indicated that they view 3D content on their 3D-capable TVs, with 88% giving thumbs up to the 3D picture quality. That compared to 91% who viewed their 2D picture quality positively. 
Not surprisingly, 85% of 3DTV owners polled said they would prefer to watch half, most, or all of their programs in the enhanced format, with respondents also noting that the majority of home entertainment in 3D is better than in 2D. 
Blu-ray theatricals were their 3D programming of choice. More specifically, 78% billed movies as the leading 3D content, followed closely by animated films (77%), nature and wild-life fare (75%) and football games (67%). Sanders said that 71% of 3DTV households now own a Blu-ray 3D player and that 62% were “already starting to collect Blu-ray discs.”

Some 28% of all 3D set owners polled own a PlayStation3 system, with 78% of the group having upgraded the equipment to watch films in the enhanced format, with 76% doing the same to play videogames. 
As for the glasses, the study found that out of the 3DTV owners questioned, only a handful experienced any discomfort when using active shutter 3D glasses. The surveyed indicated that 83% of owners set either took no time whatsoever, or just a few minutes to adjust to wearing 3D glasses.
Of those surveyed, 74% own two or more pairs of glasses. One-third purchased an extra set with their initial 3D buy. Moreover, 52% said they received at least one set of glasses bundled with their television.
These early adopters said they paid a relatively small increase to trade up to 3D capability and that it was certainly worth the price. Nearly 80% of respondents said their sets were either less expensive, about the same or just a little more costly than a comparable HD device, sans 3D-capabilities. On average, survey respondents paid just over $2,000 for their 3D set, with half plunking down less than two large. 
The upshot, 3D sets are helping to expand TV consumption overall: 24% reported watching more television — both in 2D and 3D — since purchasing their new sets.

See the original post here: http://www.multichannel.com/article/468701-3DTV_Owners_Ecstatic_About_Home_Entertainment_Experience_Study.php