Report: UK HDTV owners twice as likely to buy 3DTV set

Britons who already own a high definition television set (HDTV) are more than twice as likely to buy a 3D television (3DTV) within the next twelve months as those who have not yet bought an HDTV, according to a survey of 700 UK consumers completed by analyst firm Strategy Analytics.

While 6% of those UK residents who don't currently own an HDTV set said they would be "somewhat likely" or "very likely" to buy a 3DTV set in the coming twelve months, more than twice, or 13%, of HDTV owners indicated an intention to purchase a 3DTV set, according to Strategy Analytics.

"The fact that HDTV owners are more than twice as likely as non-owners to purchase a 3DTV contradicts a common industry assumption," said Ben Piper, Director of the Strategy Analytics Multiplay Market Dynamics service.

"HDTV ownership is clearly no barrier to 3DTV adoption," said David Mercer, Principal Analyst at Strategy Analytics. "In fact as usual it is the same early adopters who have already bought an HDTV who are most likely to be the first to buy 3DTVs."

The survey examined consumer awareness, experience and buying intentions in aspects of 3D cinema and in-home viewing. More than half of respondents have now seen at least one 3D movie at the cinema, and this rises to more than 90% of under-20-year-olds.

DTG Staff  |  03.09.2010

Previous story  |  Next story