3D Digital Cameras Sparking Enthusiast Interest; CEA Study Finds Nature, Sporting Events Drive Purchases

Nearly one in four (23 percent) digital imaging enthusiasts are likely to purchase a 3D digital camera within the next year, according to a new Consumer Electronics Association (CEA)® study. The study, 3D Digital Imaging: Consumer Perceptions of this Emerging Technology, examines awareness, perceptions, purchase intent and product uses.

The top reasons consumers indicated they were likely to purchase a 3D digital camera included an interest in 3D technology (61 percent), an appreciation for additional photographic options (55 percent), a desire to be on the cutting-edge of technology (23 percent) and a belief that 3D will help them be more creative (22 percent).

“Understanding how consumers intend to use 3D cameras is an important factor in driving purchase interest,” said Chris Ely, manager of industry analysis at CEA. “Consumers see a clear distinction in how they plan to use a 3D camera versus a traditional camera.”

The majority of enthusiasts surveyed say they would use a 3D camera for pictures of natural scenery (62 percent), buildings or landmarks (58 percent) and historic places (53 percent).

Enthusiasts are also showing interest in 3D camcorders, with one in ten indicating they are likely to purchase one within the next year. Similar to 3D cameras, enthusiasts say they would use 3D camcorders for natural scenery (51 percent) and historic places (43 percent), but enthusiasts also view 3D camcorders as valuable for use in shooting sporting events (45 percent).

Ownership of 3D products is still in its early stages and familiarity with these products varies greatly among enthusiasts. More than half (51 percent) of enthusiasts report being familiar with 3D technology with five percent indicating they are very familiar and 46 percent somewhat familiar.
“The high percentage in the ‘somewhat familiar’ category clearly indicates an opportunity to educate consumers about the availability and functionality of 3D digital imaging products,” said Ely.

The 3D Digital Imaging: Consumer Perceptions of this Emerging Technology (March 2011) study was fielded between December 29, 2010 and January 6, 2011. It was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry.

The complete study is available free to CEA member companies at members.

www.CE.org