3DTV: Zpryme reports on potential usage scenarios

In early February, we published a post on the market prospects for 3DTV [1], based on a study from consumer research firm Zpryme Research and Consulting. That study examined public opinion about 3DTV in the days during and after the 2010 Consumer Electronics Show in January, where many new 3D TVs and related technologies garnered high-profile attention.

Recently, Zpryme provided us with some further excerpts from its report. Our original post got into both the large amount of excitement and the extent concerns consumers have about 3DTV products. Here's a bit more on consumer sentiment about 3DTV usage scenarios:

--While programmers like ESPN are rushing to set up 3D TV channels, the majority of consumers-about 54 percent-are most interested in using the new technology to watch 3D movies at home. Furthermore, about 33 percent are interested in having 3D gaming experiences on the TV, while just 7 percent showed interest in 3D TV programming.

--The awesomeness of "Avatar" may have convinced many people they want to buy 3D TVs, and led to 81 percent of those whose opinions were collected to have a positive take on the 3D viewing experience, but early indications also suggest consumers might want to use the technology primarily for "movie nights" and other special events. Research also suggests some consumers think 3D TV is fine as a "two-hour gimmick," and that many "can't imagine" it as a 24-hour experience--another dose of realism for developers of full channels.

--Additionally, while gamers are excited overall about using the technology, and are likely to urge others to try it, they have concerns about eye strain and headaches if they spend too much time in 3D game-land.

Overall, service providers and programmers have been jumping into 3D endeavors in recent weeks, a rare sort of headlong rush into a new technology arena for two traditionally conservative sectors. The research from Zpryme suggests they will have no problem starting a discussion about 3D TV with potential customers, but that they should be prepared for concerns about the technology's practical usage limits.

Mark Ishac, managing director of Zpryme, said in a note to FierceIPTV, "U.K.'s Sky will be the first bona fide television programming out the gate. I'm confident that other television programming companies will watch where they fail/succeed, and from there make an aggressive move into the 3D TV space."

For more:
- Zpryme's Consumer Insights practice [2] assembled the report using Buzz Research [3]. Here is a post [4] on the report