Consumers want 3D – only if it’s free

Consumers are interested in receiving 3D in the home, according to research from In-Stat. Those who have seen three or more 3D movies in the theatre are more interested than general respondents as are those who own Blu-ray players. It is not surprising that respondents in those groups would be more interested, as these traits indicate movie buffs.

But viewers are unwilling to spend extra on a 3D TV: about 25% of those who are at least somewhat interested in having the ability to view 3D content at home said they are not willing to pay for it. Another 43% want to spend $200 (€136) or less on the new TV.

The situation is similar with Blu-ray players in that 31% of respondents who were at least somewhat interested did not want to spend more for a 3D Blu-ray player. Another 33% want to spend less than $50 (€34) for a 3D Blu-ray player over a 2D player. In-Stat expects the price differential for 3D products will be higher than the aforementioned amounts at product introduction, so few consumers are likely to buy 3D equipment until prices decline.

Heartening for the movie studios, 67% of respondents at least somewhat interested in 3D at home are willing to pay more for a 3D version of a Blu-ray disc over the 2D version. Most of them want to pay less than $5 (€3.40) but studios are happy that they are at least willing to pay for 3D.

With more equipment and content becoming available and consumer interest in place, 2010 will be a good year for 3D.