As the UK market prepares for the launch of the Nintendo 3DS on 25 March – the first ever console with a 3D capability that does not require glasses – in the UK, consumer electronics retailer Best Buy, has commissioned research into the UK’s attitudes towards 3D technology.
3D Goes Mainstream
Ahead of the console’s launch on the 25th March, the proprietary research reveals the popularity of 3D as 70% of us have experienced the technology before. The survey shows that the responses to it were very positive, as over two thirds said they enjoyed the experience.
Rob Wilkins, Head of Home Theatre and Entertainment at Best Buy UK, said: “It has taken a while for 3D technology to reach its potential and there is still a way to go before it is as well-known and trusted as other types of technology. The launch of the Nintendo 3DS is an important product not just for Best Buy, but for the wider market as it marks a continued drive to take 3D mainstream.”
Big Screen vs. Small Screen
Whilst the technology has taken a number of years to really achieve cut-through in cinemas, big 3D blockbusters such as Avatar and Toy Story 3 have helped to boost this with Avatar taking over £91 million at the UK box office and Toy Story 3 taking over £73 million. The research found that around 80% of people experienced 3D at the cinema with just less than one in five having experienced this on a 3DTV. As last year saw the launch of the first dedicated 3D TV services from Sky and Virgin Media, Best Buy is predicting that this year 3D will become more accessible and enter our homes as almost one in four revealed that they will buy a 3D TV within the next 12 months.
Rob Wilkins, Head of Home Theatre and Entertainment at Best Buy UK, comments on this: “As 3D looks set to become ever more popular, we will increasingly experience this amazing technology at home with sports, movies, documentaries and music channels all predicted to be the forms of content most likely to move the appeal of 3D to the mainstream in the coming years”.
The Race To Keep Up To Date
However, the enthusiasm so many of us clearly have for a more digital way of life has revealed some unease about technological developments amongst some of the population. Research revealed that one in five of us feel under pressure to keep up to date with technology such as 3D, with most citing not feeling left behind as the main reason for this.
Rob Wilkins, Head of Home Theatre and Entertainment at Best Buy UK, said: “Advances in technology can make our lives easier, more fun, more productive and better connected. We want to demonstrate to customers that everyone can get the most out of their technology to live a fuller, richer, faster, digital life.”
The survey showed that despite the encouraging attitudes towards the technology, it is widely believed to be an expensive investment that may be out of people’s price range, as 48% of people said that they thought 3D technology costs too much. However, market research has noted that 3D TV’s are comparatively similar in price range to full HD TV’s which goes against this myth.
Rob Wilkins, Head of Home Theatre and Entertainment at Best Buy UK, comments that: “With the popularity of big blockbusters such as Avatar, people may believe that to achieve an effective 3D experience they need to spend thousands of pounds on 3D TV’s and equipment. We have looked at all of the entertainment products we offer and actually found that prices are very similar to HD TV’s, we encourage consumers to take this on board when thinking of buying a new TV so that they get the most out of their technology investment.”
• Almost 70% of us have experienced 3D technology before
• Less than one in five (16%) have experienced 3D on a TV at home/friend’s house
• Almost 70% of us enjoyed their experience of 3D (31.46 saying it was brilliant and 38.05% saying it was good)
• One in five of us feel under pressure to keep up to date with 3D (21.45%)
• Almost one in four of us (24.3%) will buy a TV within the next year (combined answers from three, six and 12 months)
• 48% of us think that 3D costs too much.
 The report is based on a survey of 2000 people conducted on behalf of Best Buy by 72 Point between the 4th – 7th March the survey was conducted online and the sample has been weighted to be nationally representative of the UK.
 UK Film Council RSU analysis of Rentrak EDI data