Survey: Only 2% of UK considering 3DTV purchase

But retailers claim high interest – 15% of John Lewis TV sales are 3D

Only 89 of 4199 surveyed Britons are planning to buy a 3D TV within the next year, according to a YouGov survey for Deloitte.

While the figure only documents those actively intending on a 3D set, rather than those who might buy a new TV that also happens to be 3D, it does suggest that just 2 per cent of UK consumers are intending to adopt the new technology.

25 to 34 year olds were most likely to invest in a stereoscopic screen, with over-45s least interested.

Technological interest seemed low across the board, however, with only 7 per cent claiming they intended to acquire even an HDTV in the next year.

Deloitte media director Paul Lee told The Telegraph, "It is remarkable how conservative people’s predictions for their own technology spending habits over the coming year were. Belts have tightened after the economic downturn and with little understanding of what lies ahead, consumers are still being cautious."

However, when the paper polled various retailers, it heard a different story. Comet commercial director Bob Darke claimed the chain was selling "thousands" of 3D TVs, while an earlier report from John Lewis claimed 15 per cent of all 40+ inch TV sales were stereoscopic sets.

Assorted contradictory figures have been put forward regarding consumer interest in 3D TV during recent months. A CEA report in June claimed 27 per cent of "avid gamers" intended to buy a set, while a Sony-endorsed survey reckoned 40 per cent of all TVs would be stereoscopic-ready by 2014.

All such numbers are perhaps coloured by an apparently growing trend for new TV models to include 3D support by default, regardless of whether such functionality is potential purchasers' primary interest in the device.

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Latest comments (9)

Its not hard to see that early adoption of 3D TV during a grim economic forecast and pending VAT rise might have a slightly dampened effect on the general public.

Nevertheless, there might be increased sales to be had prior to Jan 1.
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David Rider Publisher, Hustler UK7 years ago
I don't know why, but when it comes to 3DTV, I continue to feel like the little boy pointing at a naked emperor. Am I the only person who fails to see the value or point of 3DTV for the home? A system which requires special glasses to be purchased (fine if I'm wearing my contacts, not so fine if I have my specs on) for every user? One which my wife will end up sitting on/vacuuming or otherwise breaking? What happens if we have a whole group of friends over? "Hey, what brand of 3D TV do you guys have? Okay, you can't bring those glasses. We'll just tell you how awesome the show was".

No, thanks.

Besides, I get headaches watching 3D movies in the cinema (and utterly fail to see the added value or additional experience there, too), so I'm not likely to spend all that extra money on one manufacturer's proprietary 3D system for a couple of hours of headache-riddled gameplay.

I seriously think the whole industry would be better off spending its money on new gameplay ideas and concepts rather than flogging the public what is effectively a somewhat re-worked version of an existing product. Not that this model didn't work perfectly with vinyl, casette, DVD, Blu-ray etc. etc.

Just editing this to point something out. It's generally felt that the adult industry helps drive the uptake of new tech. It worked with VHS, DVD, HD and to a lesser extent (once Sony gave in), Blu-ray. So far, none of the major adult companies have seriously bothered with 3D. Sure, they may jump on board for a novelty movie, but if they're not taking it seriously, well, I'm just sayin'…

Edited 1 times. Last edit by David Rider on 27th August 2010 2:41pm

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Mark Hunter Studying MA Environment Modelling, Teesside University7 years ago
Hopefully the Tv's will fall in price when they see the lack of sales. When something is new its expensive, even if it only costs the same to make as a standard HDTV.

Is the 3d effect really that good??

For people who wear glasses already this could be a nightmare.
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Show all comments (9)
Barry Scott Software Design 7 years ago
The Panasonic 3D glasses fit over my glasses without problem.
Users with glasses has been designed for.

Of course it would help if I could obtain 3D material to watch.
Sky 3D is expensive and may not be of interest to me.
3D Blu-Rays are not planned to ship until later next year.
Some issue with bugs in older 2D Blu-Ray players that needs
fixing first apparently.

When I finally get a 3D source I can then figure out if the effect gives
me headaches. This issue seems to affect a fair number of people.
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Jonathan Smiles CEO 7 years ago
3D TVs and active glassed will drop in price as all consumer electronics does.

There will be more 3D programming to watch: Sky 3D, Bluray, 3D YouTube, consumer camcorders and of course lots of games.

3D without glasses currently works best as personal display like the parallax barrier screen on the Nintendo 3Ds.

Headaches, we as in the people that make stereoscopic 3D content know what causes the eye strain that results in headaches. For feature film projects we are getting better at avoiding problem image content.
For games this can be programmed in as a set of basic rules combined with some user defined information like screen size etc.

There is cool 3D content out there.

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My friend/neighbour picked up a 3D TV, and I finally got to see a PS3 title (Motorstorm) running in 3D.

Although pretty, it was pretty underwhelming - I hope the 3DS does more to integrate 3D into game play models, based on what I saw today there would be zero chance of me spending additional cash for any part of the 3D chain.

The glasses didn't bother me, but it also meant I couldn't ask my wife over to check it out - as there were two of us, and only 2 pairs of glasses.

One thing I hadn't realised/noticed before: in a cinema the entire cinema is darkened, and everything you can see is 3D. But in a living room - the TV appears 3D, but there is a strong (stronger?) disconnect between the edges of the screen/TV and whatever the TV is against. It was a little disconcerting (it was daytime, and the room was bright).
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gi biz ;, 7 years ago
David, you're not the only one :) I don't think this is such a revolutionary invention as marketing wants us to believe. It's just an extra feature that one may have or not but certainly not a must have. Though if on normal scenes the TV runs at 120 Hz and the attached device supports an adeguate framerate, that could have some kind of appealing. As for me, I'm not getting any TV at all :)
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Stephen Woollard Online Infrastructure Specialist, Electronic Arts7 years ago
@ David Rider "One which my wife will end up sitting on/vacuuming or otherwise breaking?"

Dude that's you on the sofa tonight if your missus sees that :-)

Seriously though, I think the main thing is the uncertainty of the tech - do you go for passive tech or active shutter? Does anyone know the difference? Does anyone care? What about the headaches people talk about?

The Japanese are claiming holographic TV will be a reality within six years so maybe people will wait for that.

Personally I think I'm going for a cup of tea and a lie down in a darkened room...
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Kingman Cheng Illustrator and Animator 7 years ago
As Dr. Wong has pointed out, it was easy to see low figures for something like this.

I mean it took us long enough to get this many to digital, let alone HDTVs, I still know loads of people without such TVs. There's lots of people here in the UK who still think the idea of an HDTV is expensive, let alone 3DTV.
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