The International 3D Society announced today a survey they commissioned concluded virtually 6 of 10 adults (59%) have yet to see a contemporary 3D movie (past three years) — an untapped and huge opportunity for consumer discovery.
Of those who have seen a 3D movie, three-fourths (74%) feel that today’s 3D movies are better than 2D movies, among whom 30% say 3D movies are “incredible.”
The study showed that 3D movie viewing is directly correlated by age: 18-34’s have the highest propensity to have seen a 3D movie, followed sequentially by each succeeding age group. The survey of 1008 adults was conducted by Opinion Research Corporation for the International 3D Society, October 7 – 10, 2010.
“Consumers are excited by the 3D movie experience,” said Jim Chabin, President of the International 3D Society. “And with 6 in 10 Americans still having yet to see a 3D movie, the growth opportunities are significant,” he added.
Over half of all adults nationwide (54%) say they expect that 3D TV will be better than High Definition TV — despite that only a small percentage of households in the U.S. own a 3D TV and that 59% of adults still have yet to see a contemporary 3D movie in theaters. “Consumers have high expectations for 3D TV, but are clearly excited about the 3D TV experience.”
Among those who have reportedly seen a 3D movie in theaters, fully two-thirds (66%) say they expect that 3D TV will be better than High Definition TV. High expectations are far-reaching, with at least half (50%+) of 18-34 year olds and 55-64 year olds — and everyone in between — consistently saying that 3D TV will be better than today’s High Definition TV.
The study showed that among adults, movies are the most exciting form of 3D TV programming that consumers are looking forward to. Next, in sequential order, are sports, action/adventure and nature/animals. Those genres are followed (in order) by sci-fi, video games, travel and music concerts.
Women are more excited about 3D movies on TV than men; men more excited than women about sports, women more excited than men about nature/animals, and 18-34 year old adults more excited about video games than older adults.
Finally, the study showed among 18-24 year olds (the youngest age group in the adult sample), video games and action/adventure programs tie for #1 in excitement (whereas, in the 18+ total samples, action/adventure is tied for #2 and video games is ranked #6). “Clearly consumers have a robust appetite for 3D Content,” Chabin concluded. “It’s now up to content creators to respond to that demand.”