3D simply isn’t motivating consumers to buy new televisions


According to a recent study conducted by NPD, only 14 percent of consumers that plan on purchasing a new HDTV within the next six months consider 3D technology a “must have” feature. While 68 percent call 3D a “nice feature to have they may use in the future,” it’s not a motivating factor in their purchase decision. When it comes to factors that are detouring consumers from purchasing a new 3DTV, eighty percent of consumers dislike being forced to wear glasses during 3D presentations. While costs of 3D televisions have dropped over the past two years, expensive accessories like extra pairs of glasses are still a deterrent.

sony-playstation-3d-display-tv-review-glassesWhile a lack of 3D content is still a factor for some consumers, the amount of people that cite this factor as an issue has dropped from 21 percent during May 2011 to 14 percent. Since the amount of 3D movies and games has increased over the past year, it’s likely that consumers feel more comfortable finding content to watch in 3D.

Sporting events are also drawing in new fans of 3D technology and companies invested in 3D technology plan on marketing 3D features at large scale sporting events like the upcoming Summer Olympics in London.

According to NPD Group Director of Industry Analysis Ben Arnold, he states “3D has been a success for the television market from a sales perspective. However, few consumers cite watching content in 3D as a reason for purchasing a TV, indicating that other factors such as screen size, resolution, and Internet connectivity hold more importance.” In short, consumers are purchasing televisions with 3D features, but larger panels and Smart TV features are motivating factors when it comes to a purchase.

As mentioned in a related NPD blog post, connected televisions have seen a 50 percent growth rate year over year and approximately 20 percent of consumers cited Internet connectivity as a factor in their purchase decision. Arnold speculates that companies that have a stronger position in ownership of both content and hardware will gain an advantage over competitors. Apple, for instance, would have a distinct advantage if the company does decide to launch a television.


While 3D technology isn’t driving people to the purchase, consumers are still upgrading their televisions for the previously mentioned factors. 3D television sales have nearly doubled over the previous year and over 20 percent of televisions sold that were larger than 40-inches were also 3D.  However, availability may also factor into these purchases. For instance, nearly 60 percent of all 2012 Sony models that are 40-inches or larger are 3D capable. In addition, the majority of the 2012 Samsung and Panasonic models 40-inches or larger are 3D capable.

Arnold also speculates that the practicality of voice and gesture controls may not encourage people to purchase a new television when a remote control can accomplish certain tasks quicker than attempting to talk or wave at a television. In addition, it’s possible that consumers will prefer controlling actions on a television though a mobile application on a smartphone or tablet due to a more effective user interface than a standard remote control.

Product Review

Mediocre battery and a big notch slight Google's otherwise perfect Pixel phone

Google’s Pixel 3 XL has two big flaws: The gigantic notch on the front, and mediocre battery life. That being said, this is the best Android experience you can find in a smartphone today.
Home Theater

The seven best TVs you can buy right now, from budget to big screen

Looking for a new television? In an oversaturated market, buying power is at an all-time high, but you'll need to cut through the rough to find a diamond. We're here to help with our picks for the best TVs of 2018.

5G version of upcoming Galaxy S10 may feature 6.7-inch display, six cameras

While we still may be months away from an announcement, there's no doubt about it: Samsung is working hard on its successor to the Galaxy S9. Here's everything we know about the upcoming Samsung Galaxy S10.

Best iPhone 7 Plus screen protectors to shield your big, beautiful display

Cracked screens are expensive to replace. Fortunately for you, we've rounded up what's available in terms of protection for Apple's large iPhone 7 Plus. Here are the best screen protectors you can buy.
Home Theater

Don’t cash in that 401(k)! These are the best TVs you can get for under $500

These days, $500 can get you a pretty nice TV. Still, sorting through thousands of options online can be both boring and overwhelming, so we've put together a quick guide to the best TVs under $500.
Home Theater

Still listening on tinny TV speakers? Try one of our favorite soundbars

You no longer have to sacrifice sound for size when selecting home audio equipment. Check out our picks for the best soundbars, whether you're looking for budget options, pure power, smarts, or tons of features.
Smart Home

All the best Amazon Black Friday deals for 2018

Amazon may be an online-only retailer, but that doesn’t mean its Black Friday sales are anything to sniff at. In fact, due to its online status, Amazon has huge flexibility with the range of products and deals it can offer. Here's our…
Home Theater

Wireless headphones are finally awesome, and these are our favorites

Between sleek form factors, prime audio quality, and the freedom of untethered listening, there has never been a better time to pick up a pair of wireless headphones. These are the best ones currently available.
Home Theater

Throw away those EarPods -- we dug up the best headphones in every style

Trolling the internet for hours to find headphones is no way to live. Instead, leverage our expertise and experience to find the best headphones for you. Here are our 10 favorites.
Home Theater

Set your ears free with the best completely wireless earbuds

If you can't stand the tangle of cords, or you're just excited about completely wireless earbuds, you're going to need some help separating the wheat from the chaff. Our list serves up the best wireless earbuds around.

The best Target Black Friday deals for 2018

The mega-retailer opens its doors to the most competitive shoppers at 6 p.m. on Thursday, November 22, and signs indicate that the retailer means business this year. We've sifted through all of the deals, from consumer electronics to small…

Cyber Monday 2018: When it takes place and where to find the best deals

Cyber Monday is still a ways off, but it's never too early to start planning ahead. With so many different deals to choose from during one of the biggest shopping holidays of the year, going in with a little know-how makes all the…
Home Theater

What’s new on Netflix and what’s leaving in December 2018

Our complete list of what's new on Netflix for December 2018 and which titles will be removed will help you catch up on your bingeing, and also ensure you don't miss any titles heading into the streaming ether.
Home Theater

What’s new on HBO and what’s leaving in December 2018

Whether you're a cable lifer or a staunch cord cutter, there's never been a better time to get down with premium TV. Follow us to find out what's new on HBO each month. December 2018 brings sci-fi hit Ready Player One and the drama Icebox.