4M Consumers to Buy 3D TV; Ad Campaigns Effective

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Recent 3D TV ad campaigns are successfully igniting consumer interest in 3D TVs, even in the midst of a recession.
So says Interpret, which now expects 4 million 3D TV sets to sell in the U.S. over the coming 12 months. The analytic firm found that 5 percent of heads of households say they are “definitely interested” in purchasing a 3D TV over the next 12 months, and another 8 percent are “probably interested.”
Interpret also found that people interested in 3D TV will pay 8 to 10 percent more for 3D and those who want to buy a 3D Blu Ray player will pay 35 percent more. Also, consumers want to own 3 pairs of 3D glasses but are only willing to pay $23 for a pair.
“The 20-25% premium carried by today’s 3D TVs is higher than what consumers are willing to bear; however, we expect promotions around the 2010 holiday season to push many early adopters over the edge,” said Michael Cai, VP of research at Interpret. “We do advise manufacturers and retailers to bundle additional pairs of glasses into their offerings to sweeten the deal,” he added.
Source: Interpret

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