Technology | Media | Telecommunications

Wednesday, December 16, 2009

Demand for 3D Video Content on CE Devices

According to the latest market study by Ipsos, recent survey data indicates that younger U.S. consumers (age 18-34) are particularly interested in enjoying 3D video content on consumer electronics (CE) devices -- such as a TV or PC.

"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," explains Todd Board, Senior Vice President 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.

This same 18-34 market segment also reported the highest intention to buy an HDTV in the next 3 months.

"While 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 continues.

Even with the burden of the ongoing downturn hitting this age group especially hard, their appetite for new technology options is unfazed -- based on these findings and other MOTION data on their interest in videogames, e-readers, smartphones, and digital media.

Concludes Board, "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."

A diversified technology and media company like Sony -- deeply involved in CE, the gaming space, and movie production -- could benefit from continued interest in 3D visual entertainment among younger consumers.