3D ‘considerably improves TV experience’

New research on behalf of 3D TV set maker Panasonic has concluded that consumers mostly believe that 3D TV significantly improves their television viewing experience.

Taken by Frank N. Magid Associates among 500 attendees at Disney’s D23 Expo in August 2011, the research found that 99% of those surveyed who have seen 3D TV perceive it to be at least “somewhat better” than standard HDTV or 2D TV.  Nearly three quarters (71%) said that 3D TV is “much better” or “dramatically better” than 2D TV.

Even though 3D has conspicuously failed to take off on a widespread basis among mainstream customers in many territories, prompting manufacturers to consider radical measures to prompt uptake, consumers in the Disney research responded with rather unconstrained positivity. More than half of those surveyed said that they wished they had a 3D TV in their homes, and, while just over a third agreed that it “brings things alive in a way I’ve never seen before.”

Despite the feeling of many the 3D is overhyped; Panasonic expressed satisfaction with the development of 3D TV. “We’ve always said that, just as with HDTV, once consumers experience 3D TV, they will want it,” said Eisuke Tsuyuzaki, Panasonic Corporation of North America’s Chief Technology Officer.

“This survey proves it. We couldn’t be happier with the results. Panasonic has just completed the second year of its sponsorship of CBS Sports’ expanded 3D broadcasts of the US Open Tennis Championships, a production which garnered an Emmy Award in its first year, and we are now looking forward to next year’s 3D production of the London Olympic Games. “