The record-breaking box office success of “The Avengers,” in large part due to higher-priced 3D tickets, will increase consumer demand for access to 3D movies at home, according to analysts at Parks Associates. New research from the international firm shows U.S. 3D TV owners are satisfied with their TVs. A majority of them use their 3D TVs on a monthly basis, and 65% want access to more 3D movies.
Parks Associates recently released 3D TVs: Adoption, Use, and Purchase Intentions as part of its Connected CE and Platforms research service. The study includes a survey of over 600 3D TV owners and found 56% were “very satisfied” with their TV’s 3D features. In addition to more 3D movies, 49% of consumers surveyed want more 3DTV program options, and 45% want more 3D games.
“People who have a 3D TV use it, like it, and want more content for it,” said John Barrett, Director, Consumer Analytics, Parks Associates. The latest Parks Associates figures show just 6% of U.S. broadband households have a 3D TV. “Don’t blame the technology. Prices are still too high, and the amount of content is still too low.”
Barrett said expectations for 3D should be revised. “The industry needs to stop comparing 3D to HD. Consumers are never going to watch everything in 3D. They will watch the occasional program in 3D if the content is compelling, but 2D will always be the default.”
Parks Associates will discuss 3D consumer research and other interactive technologies in the session “The Human TV Remote: Gesture and Voice Recognition” at CONNECTIONS™: The Digital Living Conference and Showcase, June 5-7, co-located with TIA 2012 in Dallas, Texas.