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3DTV Study Finds Interest Up but Education and Content Needed


Interest is heating up and many consumer electronics sales associates are excited for 3D technologies, according to a new study from the Consumer Electronics Association (CEA)®. The 3D Retail Experience — Opinions of Sales Associates survey of more than 250 retail sales associates selling 3DTVs also found that many consumers are still confused about 3D technology.

The view of 3DTV from the sales floor is generally positive. The sales associates interviewed report roughly 50 percent of shoppers have an overall positive response to 3D technologies while only two percent respond negatively. Additionally, 80 percent of sales associates report seeing an increase in interest and traffic over the past several months. When compared to the launch of LED televisions and Blu-ray disc players, sales associates believe 3DTV has generated the same, or more, excitement.

While nearly 70 percent of sales associates feel well trained to answer questions about 3D, there is still consumer confusion. According to the retail associates interviewed, roughly half of consumers had some confusion about the technology.

“Interest at retail for 3D technologies is growing,” said Shawn DuBravac, CEA’s chief economist and director of research. “Ensuring consumers and retail sales associates have the answers they need is paramount.”

For most retail associates, 3D content is pivotal. Nearly 80 percent of the associates interviewed believe sales of 3D technologies will not be strong until more 3D content is available. Moreover, some of the most frequently asked questions by consumers revolved around the availability of 3D content.

“Interest in buying a 3DTV is being helped by a desire to watch 3D movies and 3D sports and play 3D games,” said DuBravac, “Early sales figures tracked by CEA look solid. With content being king, developments like the recent launch of ESPN 3D and a slew of 3D movie titles set to hit Blu-ray will propel the category further.”

3D Retail Experience — Opinions of Sales Associates (June 2010) was conducted from June 4- 13, 2010. It was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies at

About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $165 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also sponsors and manages the International CES — The Global Stage for Innovation. All profits from CES are reinvested into CEA’s industry services.

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