Study Finds People Dislike 3-D TV Glasses, Surprises Nobody
Consumers also had issues with the disparities among different 3-D glasses across different systems. One pair of glasses for a Samsung TV set, for example, won't work for shows broadcast on a Sony system -- a fact that apparently makes many buyers less enthusiastic about paying for the equipment. Perhaps the most discouraging statistic for 3-D marketers, however, is the scant 12-percent of consumers who expressed interest in buying a 3-D TV set after 30 minutes of experience. By comparison, a full 25-percent said they would consider purchasing a set before taking the survey.
Nielsen's study certainly doesn't paint a rosy picture for electronics makers looking to capitalize on a real or perceived consumer enthusiasm for 3-D. "It's a marketing challenge," admits Frank Stagliano, Nielsen's general manager of TV Primary Research. Cable & Telecommunications Association for Marketing CEO Char Beales, however, points out that Nielsen's findings shouldn't kill the 3-D TV dream altogether, but should instead give companies a better idea of "what to work on to make [3-D TV] a viable product."