3D Glasses Hinder Multitasking While Watching 3D TVs: Nielsen

Jonathan Sutton

It has been around 6 months since the first of the current batch of 3D TV sets has gone on sale to the public, but a recent study conducted in the USA revealed that most consumers remained hesitant on 3DTV technology due to a number of concerning issues, including the compulsory 3D eyewear which hinders multitasking while watching TV.

Nielsen, America’s influential authority on media research, carried out a study in association with the Cable & Telecommunications Association for Marketing (CTAM) among 400 respondents representative of the US demographics with various rates of technological adoption. Groups of 12 to 15 respondents were asked to watch 3D content on a 3D TV in a darkened theatre room, and then answer a questionnaire in half an hour. The findings were published in a report titled “Focusing On The 3DTV Experience“.

68% of the respondents cited the high price tags of 3D TVs as a key issue which made them reluctant to invest in an extra-dimensional TV set, but this can probably be overcome by TV manufacturers and retailers cooperating to offer more price cuts and deeper discounts to spur 3DTV uptake. But another problem 3D TV makers which cannot be easily rectified – at least for the moment – is the public’s seemingly great reluctance to don 3D glasses.

57% of respondents were concerned about the need to wear 3D glasses, saying that it would deter them from buying a 3D TV. 89% raised the issue that wearing the 3D glasses prevented them from performing other activities while watching television, which is especially pertinent among the younger consumers who are adept at media multitasking.

A relative paucity of 3D content were an issue for 44% of respondents.

Slightly more than half (52%) of the respondents who were exposed to 3D TVs under the conditions of the study stated that the viewing experience was better than expected, with 57% saying that watching 3D content made them feel like they were part of the action on screen, and 48% agreeing that it made them more engaged with what was happening on screen.

Almost half of the respondents (47%) said that 3D TV would compel them to start watching new programmes they otherwise wouldn’t have watched, but more than 75% stated that the 3D experience is best reserved for sporting events and movies rather than day-to-day TV viewing.

Source: Nielsen