Younger US consumers (age 18-34) are more interested in viewing 3D video content on a TV or PC screen and are more likely to make an HDTV purchase over the next three months than other age groups, according to research from Ipsos Media.
Interest in viewing 3D video content on a TV is particularly strong among young consumers: 58% of consumers age 18-24 say they are extremely or very interested in viewing 3D content on their TV, and 49% of consumers age 25-34 say the same—that's a weighted average of 52% among consumers age 18-34.
Interest in viewing 3D video on a PC is only slightly less, as 52% of consumers ages 18-24 say they are extremely or very interested in viewing 3D content on their PC and 41% of consumers ages 25-34 say the same—a weighted average of 45% among consumers ages 18-34.
"Given the broad-based declines in consumer fortunes caused by the Great Recession, entertainment-focused firms have huge motivation to identify the 'next new thing' to drive demand," explained Todd Board, SVP at Ipsos MediaCT. "Because interest in 3D content skews young, and also male, there's a compelling connection between the appeal of 3D video content and the kinds of highly immersive videogames that this group also favors."
Despite the economic downturn and fairly high HDTV penetration at this point in the US, the 18-34 age group also reported the highest intention to buy an HDTV in the next three months.
Some 37% of consumers age 18-24 say they are very or somewhat likely to make a HDTV purchase over the next three months, and 35% of consumers ages 25-34 say the same—a weighted average of 36% among consumers ages 18-34.
"We can't directly equate holiday season HDTV purchase intent with more broad-based 3D video market potential, we do see the confluence among 18-34 consumers as an important milestone," Board said.
"While 'interest' in new technologies doesn't magically convert into willingness-to-pay, where consumer segments show persistent appetite, CE and content firms must focus product development and marketing attention, especially in this environment," Board concluded.
About the data: Data provided above was sourced from the October 2009 wave of Ipsos MediaCT's MOTION study, a biannual syndicated study tracking the US online video market, conducted via online interviews among a representative online population age 12+.
