Study: You're Less Likely To Buy a 3DTV After Watching One

We may earn a commission from links on this page.

A line I'm sure has been uttered in many boardrooms over the past few years: "Once people see 3DTV, they'll get it." But according to a Nielsen, people who see 3DTVs only "get" that they don't want to buy one.

According to the Nilsen Company's new report, "Focusing on the 3DTV Experience," 68% of consumers are concerned with the price of sets and 44% are worried about the lack of 3D programming. But the above chart reveals a far more interesting (and for 3DTV manufacturers, far more damning) phenomenon: When consumers try out 3DTV sets, it convinces them they don't really need to buy one.


Nielsen found that before watching a 3DTV set, 25% of respondents said they were "very likely" to buy one in the next year, while only 13% were "not at all likely" to do so. After watching a 3DTV set, however, the numbers basically flipped: 12% said they were "very likely" to buy one while a whopping 30% said that they were "not at all likely" to throw down for a 3DTV in the next year.

Now, savvy marketing could probably convince consumers that getting the third dimension in their living rooms was worth the extra money, and eventually, I'm sure, people would forget that they were annoyed by wearing the plastic 3D glasses, which are slowly but surely getting less uncomfortable to wear. But what Nielsen's study reveals is that, for many, the performance is simply not there—the 3D experience itself isn't captivating enough to outweigh the format's drawbacks.


I'm sure that 3D movies will continue to spring up in theaters with regularity, but from the look of things it might take a while longer for stuff to start popping out of your TV. [Nielsen]

Update: Whoops, duplicate.