Tuesday, May 15, 2012

Parks Associates: Can “The Avengers” Save 3D TV?

New Study Finds Consumers Want More 3D Content Options at Home

The record-breaking box office success of “The Avengers,” in large part due to higher-priced 3D tickets, will increase consumer demand for access to 3D movies at home, according to analysts at Parks Associates. New research from the international firm shows U.S. 3D TV owners are satisfied with their TVs. A majority of them use their 3D TVs on a monthly basis, and 65% want access to more 3D movies.

Parks Associates recently released 3D TVs: Adoption, Use, and Purchase Intentions as part of its Connected CE and Platforms research service. The study includes a survey of over 600 3D TV owners and found 56% were “very satisfied” with their TV’s 3D features. In addition to more 3D movies, 49% of consumers surveyed want more 3DTV program options, and 45% want more 3D games.

Parks Associates research - consumer demand for 3D content

"People who have a 3D TV set use it, like it, and want more content for it,” said John Barrett, Director, Consumer Analytics, Parks Associates. The latest Parks Associates figures show just 6% of U.S. broadband households have a 3D TV. “Don’t blame the technology. Prices are still too high, and the amount of content is still too low.”

Barrett also said expectations for 3D should be revised. "The industry needs to stop comparing 3D to HD. Consumers are never going to watch everything in 3D. They will watch the occasional program in 3D if the content is compelling, but 2D will always be the default.”

Parks Associates will discuss 3D consumer research and other interactive technologies in the session "The Human TV Remote: Gesture and Voice Recognition" at CONNECTIONS™: The Digital Living Conference and Showcase, June 5-7, co-located with TIA 2012 in Dallas, Texas.

Parks Associates' Connected CE and Platforms service analyzes market trends for connected CE devices including smart TVs, connected Blu-ray players, streaming media players/digital media receivers, game consoles, connected DVRs, and computers. Each quarter, Parks Associates covers a particular topic relevant to the connected CE space.

For more information, visit http://www.parksassociates.com or contact 972-490-1113, sales@parksassociates.com.

More information about CONNECTIONS™ at TIA can be found at www.connectionsconference.com.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media. http://www.parksassociates.com

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