3D and HD Video Appeal Closely Aligned Among Youth

Findings from Ipsos MediaCT’s MOTION study show younger Americans express greatest interest in 3D video content, highest holiday season HDTV purchase intentions

Thursday, December 10, 2009

New York, NY - Like Halley’s Comet, 3D video periodically re-enters the entertainment atmosphere, creating renewed excitement for a recurring theme that stretches back to the 1950s, in terms of popular appeal and availability (mainly via movies). What excites leading consumer electronics manufacturers like Sony and Panasonic – and studio players like Sony Pictures (“Cloudy with a Chance of Meatballs”) and Disney-Pixar (“Up”) – is the unprecedented potential to extend 3D visual entertainment into millions of American homes, as well as in theaters. To this point, recent MOTION data show that younger U.S. consumers (age 18-34) are particularly interested in enjoying 3D video content on a TV or PC screen.

“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, like Activision’s Modern Warfare 2 blockbuster.”

Despite the economic downturn and fairly high HDTV penetration at this point in the U.S., this same age 18-34 group also reported the highest intention to buy an HDTV in the next 3 months. Noteworthy is the fact that the data on HDTV purchase intent was measured well before the recent spate of aggressive price cuts tied to Black Friday and Cyber Monday, as a lead-in to the 2009 holiday season.

“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 enterprise like Sony – deeply involved in CE, the gaming space, and movies – is uniquely poised to both benefit from, and act as a catalyst for, interest in 3D entertainment among younger consumers. I see it as a huge opportunity for Sony to put their stamp on 3D and to position themselves as a leader in this emerging technology.”


Data were sourced from the October 2009 wave of Ipsos MediaCT’s MOTION study, conducted via online interviews among a representative online population aged 12 years and older. To learn more about MOTION, a biannual syndicated study tracking the U.S. online video market, please visit: http://www.ipsosmediact.com/products/motion_overview.aspx

For information about this press release, please contact:
Todd Board
Senior Vice President
Ipsos MediaCT
(415) 597-4013

About Ipsos MediaCT

Ipsos MediaCT is the specialization within Ipsos dedicated to serving clients in the converging Media, Content, Telecoms & Technology Industries. Areas of expertise include audience measurement, consumer insight, customer acquisition and retention, market sizing and new product development. Our global team combines rigorous research skills with a clear business focus to assist companies in maximizing their return on investment.

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3D and HD Video Appeal Closely Aligned Among Youth

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Todd Board
Senior Vice President / Vice-président sénior
Ipsos MediaCT