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UK is not taken with 3D TVs

3D ready, or not
Thu Aug 26 2010, 12:52

UK PUNTERS don't give a monkey's about moving to 3D TV sets.

Research conducted by Yougov for Deloitte has found that only 89 people surveyed would bother making the switch to 3D this year. To put that in perspective, that's 89 out of 4,199 people surveyed by Yougov. A piffling amount barely worth the multi-millions that 3D TV evangelists are prepared to spend to shove them down our throats.

Naturally, the younger 25 to 34 demographic polled the highest number as likely to go 3D in the home. But the survey said that only five percent of that demographic was thinking of going 3D over the next year. Again, a mere nano-presence compared to the swathes of cash being spent to make us a 3D-ready world.

Only one percent of over 45s said they'd go 3D and that wasn't even tied to the next 12 months. That was in the foreseeable future, period, so that statistic does not bode well for 3D TV manufacturers including Sony, LG, Panasonic and Samsung.

It also doesn't bode well for 3D content providers like Sky and Virgin, or Sony again. Sony might not have a subscription package or channel to show 3D but it has bet the farm on 3D. Sony is involved in the entire 3D kit and caboodle, from developing 3D film cameras and 4K 3D cinema screens to gaming and retail hardware. Rest assured it will be mulling over these statistics.

The research also found that the UK consumer couldn't give a fig about upgrading to Internet connected TV and PVRs.

"It is remarkable how conservative people's predictions for their own technology spending habits over the coming year were," said Deloitte media director Paul Lee.

"They didn't have to commit to buying anything during the research and yet still predicted very little spend on TV products moving forward. Belts have tightened after the economic downturn and with little understanding of what lies ahead, consumers are still being cautious."

We told you back in July that no one was interested in Internet TV. Okay, it is still one up on the Internet connected fridge but if the punters aren't taking the bait, then the punters aren't taking the bait. That insurmountable detail is going to be a mighty hurdle to jump. µ


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