Arlington, VA—While many consumers might still believe 3D technology is largely confined to televisions, 3D cameras and camcorders are being introduced by an increasing number of manufacturers, and consumer interest is growing. In fact, almost one in four (23 percent) digital imaging enthusiasts say they are likely to purchase a 3D digital camera within the next year, according to a new Consumer Electronics Association (CEA) study that examines awareness, perceptions, purchase intent and product uses.
The CEA study, 3D Digital Imaging: Consumer Perceptions of this Emerging Technology, reveals that the top reasons consumers are likely to purchase a 3D digital camera include: an interest in 3D technology (61 percent); an appreciation for additional photographic options (55 percent); a desire to be on the cutting-edge of technology (23 percent); and a belief that 3D will help them be more creative (22 percent).
“Understanding how consumers intend to use 3D cameras is an important factor in driving purchase interest,” said Chris Ely, manager of industry analysis at CEA. “Consumers see a clear distinction in how they plan to use a 3D camera versus a traditional camera.”
According to the findings, 62 percent of the enthusiast respondents indicated they would use a 3D camera to take pictures of natural scenery, while 58 percent said they would photograph buildings or landmarks, and 53 percent said they would use 3D cameras to capture historic places
Additionally, 3D camcorders are a category of interest among those surveyed, with one in 10 responding they are likely to purchase one within the year. When asked about how they would use the 3D camcorders, enthusiasts responded along the same line as they did with still cameras; 51 percent said they would record natural scenery and 43 percent said they would take videos of historic places (43 percent). However, respondents added that they see 3D camcorders as valuable when shooting sporting events (45 percent)
When asked about familiarity with 3D imaging devices, the enthusiasts survey showed varying degrees of awareness: 51 percent reported being familiar with 3D technology with 5 percent indicating they are very familiar and 46 percent somewhat familiar
“The high percentage in the ‘somewhat familiar’ category clearly indicates an opportunity to educate consumers about the availability and functionality of 3D digital imaging products,” added Ely.
The 3D Digital Imaging: Consumer Perceptions of this Emerging Technology (March 2011) study was fielded between December 29, 2010 and January 6, 2011. It was designed and formulated by CEA Market Research. The complete study is available free to CEA member companies at members.CE.org. Nonmembers may purchase the study for $999 at the CEA Store. ce.org
