Information Systems and Technology Articles

Is 3D television the future or a fad?

UOPX Writer Network

| March 28, 2011

College of Information Systems and Technology

In 2010, technology manufacturers had high expectations from 3D technology, and they introduced it to everything, from televisions to laptops and gaming accessories to mobile phones. But the sales of 3D TVs did not match those expectations. Consumers complained mostly of the high prices, the inconvenience of wearing glasses and the scarcity of content. However, they also admitted that 3D television is certainly attractive, as well. Consequently, the debate over whether 3D television is the future or a fad is still actual. To try to answer this question, it is useful to understand both the attractiveness and the downsides of 3D television, as well as the current developments recently shown at the 2011 Consumer Electronics Show.

Attractiveness

A study conducted by Nielsen reported that 48 percent of participants found 3D television more engaging and bringing them closer to the characters, while 57 percent stated that it made them feel part of the action (Nielsen, December 2010). In addition, Nielsen reported that 47 percent of consumers said that they would watch on 3D television programs that they wouldn't normally watch otherwise (Nielsen, September 2010). The content shown on television proved also to be a good match for 3D. Most consumers reported wanting to watch in 3D sports (64 percent), nature/animal (62 percent) and action/adventure (60 percent), while movies made it only to the fourth position (54 percent) (Nielsen, December 2010).

Downsides

Despite being attracted by 3D television, consumers clearly considered in 2010 that the downsides to it weigh more. A Nielsen survey of 27,000 online customers from 53 countries found that, on average, 33 percent would certainly not buy a 3D TV, 19 percent probably won't and 21 percent would still wait to decide one way or another. The key issues cited were the cost of a 3D TV (68 percent), the inconvenience of having to wear glasses (57 percent) and the scarcity of available content (44 percent) (Nielsen, September 2010).

2011 Consumer Electronics Show

At the 2011 Consumer Electronics Show, several major technology manufacturers seemed to have listened to consumers' complaints about the current state of 3D television. LG switched from full HD active approach to passive 3D, which requires much cheaper glasses. In addition, Toshiba announced that it plans to launch in Europe before March 2012 a range of 3D TVs that do not require any glasses, although the devices will have quite strict requirements concerning the position and movement of the viewer. A few other brands including Sony were already showing their technology of glasses-free 3D TVs, but said that it will still take five to 10 years for such TVs to be in stores (Archer, 2011).

Conclusions

Although consumers clearly have an interest in 3D television, they currently consider that there are still too many downsides to it. However, the technology manufacturers seem to be keen on bringing 3D television to homes and have started addressing the main concerns of consumers. At this year's Consumer Electronics Show, manufacturers presented cheaper 3D TVs, and they showed new glasses-free technology to be launched in the following years. Although it might still be too soon to say that indeed 3D television is the future, it seems for the moment that technology manufacturers are certainly set on making it that way. Judging by the advances shown so far, it is indeed very likely that 3D television will become the future, although it might still take some years for the technology to be fully accepted by consumers and for all the infrastructure and content to become available.