A year after 3DTV debuted at the Consumer Electronics Show in 2010, an estimated 13 percent of consumers already own or ‘definitely will’ purchase a 3DTV set in the next 12 months, according to a survey recently published by The Nielsen Company. An additional 15 percent of global online consumers said they ‘probably will’ purchase a 3DTV. While consumers cite a number of concerns that marketers and manufacturers will need to address before 3DTV gains widespread adoption, new research from The Nielsen Company shows that there is a sizable opportunity to attract the eyeballs and investment of some of the world’s most affluent TV households. In a survey of approximately 27,000 online consumers conducted in September across 53 countries, interest and intent to purchase is highest amongst consumers ages 21-34, and strongest in Asia Pacific, Latin America and MEAP (Middle East, Africa, Pakistan) markets. Consumer interest in Europe and the U.S. still trails the rest of the world. The survey revealed 4 percent of Asia Pacific consumers already own a 3DTV set, 11 percent ‘definitely will purchase’, while 21 percent ‘probably will purchase’. Nielsen also conducted a separate foundational study in collaboration with the Cable & Telecommunications Association for Marketers (CTAM) and CBS Vision, dug deeper into the 3DTV viewing experience through both qualitative and quantitative research to get U.S. consumers’ first-hand reactions to 3DTV. The results of the study showed a strong preference for sports content (64 percent), followed by nature/animal programs (62 percent) and action/adventure shows (60 percent). “Our research shows that, despite positive perceptions towards 3DTV programming, consumers are still hesitant to invest in 3DTV sets – opting to take a ‘wait and see’ approach,” said Frank Stagliano, EVP/GM of TV Primary Research for Nielsen. “Recent technology battles between plasma and LCD or blu-ray and HD DVDs have trained consumers to wait until widespread adoption is more likely. This drives down cost, making technology more affordable.” A third of global consumers polled said they ‘will definitely not purchase’ a 3DTV set in the coming months. Stagliano said some consumers are also deterred by the usability of the set and required glasses, fearing that 3D technology may inhibit TV as a relaxing medium. An all-3D network launching in early 2011 may make the ‘wow’ factor more evident, and draw in more consumers.