70% won't buy because of glasses

The 3D craze landed with a boom in 2010 with a plethora of 3D TVs and other gear being shown off in January during CES. TV and home theater gear makers were quick to put 3D sets and home theater systems onto the market to meet the expected demand from consumers wanting to upgrade to 3D viewing their homes.

Many manufacturers expected the massively popular 3D films in theaters like
Avatar and others to drive the adoption of 3D in the home. Game console makers like Sony also expect to offer 3D gaming via computers and the PS3. Unfortunately for the makers of 3D TVs and other 3D capable home theater gear, there is a huge disconnect between the expectations they have and the reality of what consumers are willing to buy according to a recent study.

The study was conducted by in Japan reports 
Reuters and was conducted online from June 10-16 and had 8,957 respondents. The results might be surprising to TV makers. The overwhelming majority of those who responded to the survey most people have no intention of buying a 3D TV. The biggest reason for not wanting a 3D TV in the home according to 70% of the respondents is the requirement of glasses.'s Tsuyoshi Kamada wrote in a report along with the survey, "Television makers' expectations for 3D are high but looking at the degree of interest among consumers, there is a big gap with the enthusiasm of manufacturers."

Not only are the glasses ugly and at times uncomfortable, they are expensive too. Sony's active-shutter 3D glasses sell for about $150 per pair making the glasses cost as much for a family of four as a decent non-3D TV. Another 57% of those who responded listed the price as the barrier of entry for them. Another 40% cite the lack of 3D content as the reason they aren’t interested.

Prices will eventually decline for 3D TVs and more content is coming online every day. If those two factors can be combined with tech allowing 3D viewing with no glasses the adoption will likely pick up.

"If you look at the last five years, if you look at what major innovations have occurred in computing technology, every single one of them came from AMD. Not a single innovation came from Intel." -- AMD CEO Hector Ruiz in 2007
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