Consumers Vote on 3-D

Dec 3, 2008 3:44 PM


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Meant to be Seen, a group on stereoscopic 3D (S-3D; the ability to display true volumetric 3-D content through 2-D media) gaming and home entertainment, has announced the preliminary results of the U-DECIDE Initiative, an ongoing study of what customers think of 3-D entertainment technologies and why, made possible with the assistance of AMD, iZ3D, Blitz Games Studios, The Game Creators and Guild Software.

The U-DECIDE Initiative was designed to capture customer opinions in two separate online surveys. One was for traditional gamers who don't yet own 3-D equipment, and the other was for experienced stereoscopic 3-D gamers and consumers. Each respondent was required to answer 26 multipart questions. Information learned from 2-D and 3-D customers include 3-D hardware quality expectations, perceived deterrents to 3-D technology, motivators or messages that connect with customers at a marketing level, brand awareness for leading products and companies, gaming performance expectations depending on game type and more.

The first finding is that only a minority of 2-D customers think that 3-D is tacky or uncomfortable. Nearly 26 percent of respondents think 3-D is a "must-have" technology, and more than 65 percent find it "intriguing." Less than 4 percent think 3-D is "tacky," and just more than 5 percent think 3-D "sounds uncomfortable."

For inexperienced 2-D and existing 3-D customers, wearing comfortable 3-D glasses is an insignificant barrier to the technology for some types of content. Only 12 percent of 2-D customers object to 3-D glasses for videogames, while this climbs to almost 30 percent for 3-D broadcast television. Experienced 3-D customers are more forgiving with a 3-percent objection level for videogames and 12 percent for broadcast television. Blu-ray movies fall in-between with 16-percent glasses objection for 2-D and 4 percent for experienced 3-D customers.

All respondents are nearly unanimous about one market. Stereoscopic 3-D is most suitable for videogames with an 87-percent suitability rating by 2-D and nearly 97-percent rating by experienced 3-D gamers. Without yet owning the technology for themselves, 93 percent of 2-D customers want game developers to officially support true 3-D in their games, and this climbs to 99 percent amongst 3-D gamers.

The findings are still considered preliminary, and the surveys will remain open until January 1, 2009 at

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