From prints to digital, and now 3D—there’s a new player in the digital imaging world. The Consumer Electronics Association’s (CEA) March 2011 study, “3D Digital Imaging: Consumer Perceptions of this Emerging Technology,” delves into 3D imaging. It looks at familiarity, appeal and attitudes toward 3D technology in general, and focuses specifically on awareness, purchase intent and perceived usage of 3D digital cameras and camcorders.
The study looked at a unique segment of consumers—digital imaging enthusiasts.
They are likely to stay on top of the latest trends in digital imaging and demonstrate early tech adoption habits. Experiences with 3D movies are the primary driver behind awareness and familiarity with 3D technology. More than one-quarter (27 percent) find the technology in general to be very appealing. More than half (54 percent) of enthusiasts enjoy watching 3D movies and 45 percent agree that seeing things in 3D makes for a better experience.
So what’s stopping everyone from purchasing 3D products in the home then? The majority (60 percent) of enthusiasts agree that 3D technology is too expensive, and more than one-third (35 percent) don’t understand how 3D technology works. For 3D digital cameras, 55 percent of enthusiasts expect to pay under $500, 30 percent expect to pay between $500 and $1,000 and 15 percent expect to pay more than $1,000.
This suggests many consumers have higher perceived costs of 3D cameras than their actual cost. As an example, Sony’s Cyber-shot TX9 retails for $399 and FUJIFILM’s FinePix W3 Real 3D retails for $499. Consumer education on the real pricing and benefits of 3D can eliminate these perceptions.
Awareness and product ownership of 3D digital cameras and camcorders is still in its infancy. Finding ways to engage consumers with 3D technology can help expand ownership. Advertising and PR are important sources of information for enthusiasts. Articles in magazines and newspapers (45 percent), Internet news sites (38 percent) and print advertising (30 percent) are most frequently linked to consumers’ recall of information about this new technology.
The in-store experience is also critical as education is best conducted in person where people can see the wonders of 3D. Consumers cite in-store displays (28 percent), demonstrations (18 percent) and conversations with sales people (12 percent) as more sources of info on 3D. It’s not just about education. The in-store experience can hold a dramatic influence on purchase decisions as 84 percent of enthusiasts say product trials would influence their purchase decision and an additional 79 percent cite in-store displays and demos as an influencer.
A positive sign for the market, purchase intent of 3D cameras and camcorders is substantial among enthusiasts, especially among young adults. Nearly one in four (23 percent) of digital imaging enthusiasts are likely to purchase a 3D camera within the year, and one in 10 are likely to purchase a 3D camcorder within the year.
Understanding how consumers intend to use 3D cameras is an important factor in driving purchase interest. Consumers see a clear distinction in how they plan to use a 3D camera versus a traditional camera. The majority of enthusiasts surveyed would prefer to use a 3D camera for pictures of natural scenery (62 percent), buildings or landmarks (58 percent) and historic places (53 percent). Similar to 3D cameras, enthusiasts would prefer to use 3D camcorders for natural scenery (51 percent) and historic places (43 percent), but enthusiasts also view 3D camcorders as valuable for use in shooting sporting events (45 percent). When marketing the potential uses of 3D cameras and camcorders, it will be important to appeal to such preferences.
Building widespread awareness won’t be solely up to the digital imaging industry.
Cross promotions with similar technology such as 3D movies and televisions is a natural fit. Manufacturers and retailers can build on the interest and buzz created by the increasing presence of 3D TVs in the home and the continuous stream of 3D movies appearing in theaters. For example, while the need to display 3D images with the appropriate technology can be seen as a barrier to purchase initially, a 3D TV becomes a practical solution.
Digital cameras and camcorders are held as special possessions for many because they let people capture their most important memories. Retailers can market the addition of 3D to this already special technology as a new twist to the digital dimension, letting the memories consumers capture become even more realistic and life-like.
Colleen Lerro is Communications Specialist, CEA.
Products from the capture, display and output sides of the 3D equation are popping up with more and more frequency as consumers begin to dip their toes into the 3D pool.
