MediaBiz SkyREPORT – June 25, 2010 @ 1:00 AM

3D: Good News … and Not-So-Good

Some good news and some not-so-good news came out of yesterday’s Parks
Associates’ web conference on their recent 3D research. On the down side of
the equation, awareness of 3D remains very low among U.S. consumers.
According to Parks analyst Pietro Macchiarella, even among those most aware
of the technologies (ie the 18 to 24 and 25 to 34 age groups) awareness
remained in middling ranges (below 3.5 on a 1 to 7 scale with 7 representing
“Extremely Familiar). Awareness drops sharply with age with the 55 and over
group showing only the most rudimentary knowledge of 3D.

Also on the down side: Intentions to purchase 3D remain very low, with only
8% of consumers indicating a likelihood to purchase a 3D TV in 2Q10.

And the good news? Well, gamers love 3D, which we pretty much knew. So
there is hope for the future. Likewise, nearly of the survey respondents
said they’d be willing to pay to rent a 3D movie and an equal number said
they’d be willing to purchase 3D movies. Of course, the preponderance of
would be renters/buyers came in at the $1 to $5 price ranges but at least
that opens the door to the future. And even better, Parks forecasts a
strong future for the new technology, with projections showing that by 2014
around 80% of all new TVs sold will be 3D ready.