3D TV is on its way but do consumers care? Ipsos research reveals consumer attitudes
March 29, 2010
Benchmark research by Ipsos launched on the eve of 3D TV has revealed 70 per cent of Australians are aware of 3D TV and a quarter of Australians (26 per cent) are "very or extremely interested" in 3D TV.
In fact, 22 per cent said they would definitely or probably buy one.
Ipsos has undertaken the only public research delving into 3D TV looking at consumer awareness and views at the embryonic stage of this new revolutionary technology.
Ipsos Director of Media, Mark Grunert said: "There is definite excitement about 3D TV, which is interesting considering 53 per cent of the respondents haven’t seen a 3D movie let alone 3D TV."
"One concern that was raised was actual content – two thirds of respondents had concerns about the how much 3D programming would actually be available. This will be one of the biggest challenges to marketers - proving there will be significant content."
Another challenge in coaxing consumers will be the fact that 68 per cent have replaced their TV already in the past two years.
The Ipsos study also found that 3D appeals more to men than women.
Thirty three per cent of men were very or extremely interested compared to 19 per cent of women. Twenty seven per cent of men would probably or definitely buy a 3D TV compared to 17 per cent of women.
For further information contact:
Mark Grunert
T: 02 9900 5140
E: mark.grunert@ipsos.com
About Ipsos
Ipsos is one of the world's leading survey-based marketing research firms. Founded and run by market research professionals, Ipsos interprets, simulates, and anticipates the needs and reactions of consumers, customers and citizens – locally, nationally and around the world. Ipsos has a direct presence in more than 65 countries globally and conducts research in more than 100.