The International 3D Society has published a survey revealing that 6 of 10 US adults (59 per cent) have yet to see a contemporary 3D movie (in the past three years) — an untapped and huge opportunity for consumer discovery.

“Clearly consumers have a robust appetite for 3D Content” said Jim Chabin, President of the International 3D Society – of those who have seen a 3D movie, three-quarters (74 per cent) feel that today’s 3D movies are better than 2D movies, among whom 30 per cent say 3D movies are “incredible.”

Over half of all adults nationwide (54 per cent) say they expect that 3D TV will be better than HD TV — despite that only a small percentage of households in the US own a 3D TV and that 59 per cent of adults still have yet to see a contemporary 3D movie in theatres. “Consumers have high expectations for 3D TV, but are clearly excited about the 3D TV experience.”  Among those who have reportedly seen a 3D movie in theaters, fully two-thirds (66 per cent) say they expect that 3D TV will be better than High Definition TV.

The study showed that among adults, movies are the most exciting form of 3D TV programming that consumers are looking forward to. Next, in sequential order, are sports, action/adventure and nature/animals. Those genres are followed (in order) by sci-fi, video games, travel and music concerts.

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Categories: Articles, Consumer Behaviour, Research, UHD