Disney Expo survey gives thumbs up to 3DTV

71% of those polled said that 3DTV was a major improvement over standard viewing

September 26, 2011
Cello 3DTV

3DTV is, of course, the potential next big thing in television, even if adoption isn’t widespread at the moment.

Certainly looking at all the 3D tech on display at this year’s IFA show, it’s clear manufacturers are serious about bringing 3DTV into living rooms, pushing the technology to cover different bases.

Such as the application of allowing gamers to enjoy two player battles each using the full screen as their viewpoint (not split-screen as was the only method of head-to-head play in the past).

3DTV is certainly becoming more popular in the US, at least according to a study commissioned by Panasonic and carried out by Frank N. Magid Associates.

They polled 500 attendees at Disney’s D23 Expo last month, and found that consumers broadly believed that a 3DTV improved their television viewing experience by some measure.

99% of those questioned said that they thought 3DTV was at least “somewhat better” than HDTV (or indeed SDTV).

And 71%, the clear majority, said that 3DTV was actually “much better” or even “dramatically better” than 2D viewing.

A third of respondents agreed that the technology “brings things alive in a way [they’ve] never seen before.”

And over half those questioned said they wished they had a 3DTV in their living room. Financial constraints are likely to be an issue when it comes to 3DTV adoption, of course.

That and concerns about the amount of 3D content currently broadcast, although that isn’t an issue the survey mentions.

The firm doing the polling did acknowledge that many out there feel that 3D is currently being over-hyped.

Panasonic, however, were keen to stress the positive results of the survey, and the fact that seeing 3D pictures in action on a set is a big draw.

Eisuke Tsuyuzaki, Chief Technology Officer at Panasonic US, commented: “We’ve always said that, just as with HDTV, once consumers experience 3DTV, they will want it. This survey proves it. We couldn’t be happier with the results.”

Another issue not mentioned by the survey is one that previous consumer research has shown to be a stumbling block for 3DTV adoption – the need for glasses, and complications group viewing can cause (with the requirement of being sat in front of the TV for the optimal 3D effect).

Glasses-free 3DTVs could be the real tipping point for the technology. The Toshiba 55ZL2, the first such set which was unveiled at IFA, is what some consumers are hankering for.

Unfortunately the 3840×2160 resolution required to pull off the multiple viewing angles (meaning everyone sat around the living room can enjoy the TV with not a pair of glasses in sight) is extremely costly at the moment. Think £7000 or so.

When that technology becomes mainstream – and there’s more content available – we might finally see 3DTVs hitting lounges around the US, UK and the rest of the world in serious quantities.

That isn’t likely to be for some time, however.


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