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For CMO Professionals

3D TV Fails To Inspire Consumers In 2010

Most People Are Happy To Wait To Upgrade To 3D TV

August 6, 2010

By James L. McQuivey, Ph.D. with Nick Thomas, Annie E. Corbett

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Why Read This Report

At the opening of 2010, the world's largest TV manufacturers came to the Consumer Electronics Show (CES) full of heady promises about the future of 3D TV. Despite the success of 3D films at the box office, however, many challenges face 3D TVs at home. Consumer interest is low, hardware prices are high, and content is scarce. The path to overcoming these challenges in the long run starts with targeting the most likely base of buyers in the short run. Our surveys reveal the 11% of online adults in the US on whom TV product strategists should focus their device, marketing, and content strategies. Even with that focus, sales of 3D TVs in the US will stay well below a million units in 2010.
Tags: Consumer Electronics & Technology, Gaming, Go-To-Market Strategies, Media & Entertainment, Product & Solutions Strategies, Sports, Technology Product Strategies, Television
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TABLE OF CONTENTS

  • TV Makers Want To Make 3D TV The Love Of Your Life, Ready Or Not
  • Serious Obstacles Stand In The Way Of A Consumer Love Affair With 3D TV

  • WHAT IT MEANS

    Love For 3D Will Eventually Catch On, Both On And Beyond The TV
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Models & Calculators:

    Only 10% Of US Online Adults Are Actively Aware Of 3D TV

  • Models & Calculators:

    Most People Are Content To Wait For 3D TV

  • Models & Calculators:

    People Expect To Pay A Modest Premium For 3D TV

  • Models & Calculators:

    Gaming Sports Fans Want 3D TV More Than Other US Online Adults Do

 
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