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Consumer Electronics Devices

Can “The Avengers” Save 3D TV?

May 15, 2012

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. 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.

The study 3D TVs: Adoption, Use, and Purchase Intentions 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.

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.

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