For Consumer Product Strategy Professionals

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	August 6, 2010 3D TV Fails To Inspire Consumers In 2010 Most People Are Happy To Wait To Upgrade To 3D TV by James L. McQuivey, Ph.D. with Nick Thomas, Annie E. Corbett

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Executive Summary

At the opening of 2010, the world's largest TV manufacturers came to the Consumer Electronics Show (CES) full of heady promises about the future of 3D TV. Despite the success of 3D films at the box office, however, many challenges face 3D TVs at home. Consumer interest is low, hardware prices are high, and content is scarce. The path to overcoming these challenges in the long run starts with targeting the most likely base of buyers in the short run. Our surveys reveal the 11% of online adults in the US on whom TV product strategists should focus their device, marketing, and content strategies. Even with that focus, sales of 3D TVs in the US will stay well below a million units in 2010.

TABLE OF CONTENTS

• TV Makers Want To Make 3D TV The Love Of Your Life, Ready Or Not
• Serious Obstacles Stand In The Way Of A Consumer Love Affair With 3D TV

WHAT IT MEANS

• Love For 3D Will Eventually Catch On, Both On And Beyond The TV
• Supplemental Material
• Related Research Documents

This is an excerpt

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