Britons who have purchased an HD television set are more than twice as likely to buy a 3D television within the next 12 months than those who have not made the step.
The findings from analysts Strategy Analytics, based on a survey of 700 UK consumers, runs counter to the commonly held assumption that people who have already bought an HDTV are not likely to upgrade to a new 3DTV set any time soon. The survey is based on consumer perceptions, so will include both HD Ready sets and those with a built in HD tuner.
“HDTV ownership is clearly no barrier to 3DTV adoption,” said David Mercer, Principal Analyst at Strategy Analytics. “In fact as usual it is the same early adopters who have already bought an HDTV who are most likely to be the first to buy 3DTVs.”
Six percent of those UK residents who don’t currently own an HDTV set said they would be “somewhat likely” or “very likely” to buy a 3DTV set in the coming 12 months, more than twice, or 13%, of HDTV owners indicated an intention to purchase a 3DTV set, according to the study.
Further details of the survey, which examined consumer awareness, experience and buying intentions in many aspects of 3D cinema and in-home viewing, will be give during Strategy Analytics 3DTV Analyst Forum on September 11 during IBC.