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3DTV Owners Watch 3D TV Shows

Strategy Analytics announced that, according to its latest survey, two-thirds of 3DTV owners across the U.S. and Europe watch at least one show in 3D every week.

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Unedited press release follows:

Strategy Analytics: Two-Thirds of 3DTV Owners Watch 3D Shows at Least Once Per Week

BOSTON–Watching television shows in 3D has become a regular activity for the majority of 3DTV owners, according to the latest research from the Strategy Analytics Connected Home Devices service. According to the report, “3DTVs: Buying Intentions and Early Adopter Feedback,” two-thirds of 3DTV owners across the US and Europe are watching at least one show in 3D on a weekly basis. Forty-one percent of 3DTV owners claim to be watching shows in 3D at least once a day or several times a day.

“3DTV is confounding the skeptics and gaining traction with early adopters,” says David Mercer, Principal Analyst and the report author. “A significant minority of 3DTV owners now watch some TV in 3D on a daily basis, and this should be seen as an encouraging sign for content producers and the television industry in general.”

The survey also found that 3DTV owners typically own two pairs of 3D glasses, although a small minority (13%) claims not to own any 3D glasses. The research provides some evidence that the cost of buying additional pairs of glasses is seen as a barrier to 3D viewing: 53% of 3DTV viewers agree that they would buy more 3D glasses for family and friends if prices were lower.

“The glasses issue is very real,” says Jia Wu, Senior Analyst. “Naturally enough people would rather not have to wear them, but a majority of 3DTV viewers are prepared to put up with the inconvenience when the experience and entertainment value justify it.”

Editor’s note: Strategy Analytics conducted an online survey, the 2011 ConsumerMetrix Survey fielded in July 2011. The sample consisted of n=2000 individuals in the US and n=2801 in Europe (France, Germany, Italy, UK) ages 15-74 years. The sample of 3DTV owners was n=238.

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