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Anita Theis
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A forecast on the development of the 3D TV market in the US: Will 3D TVs become the next big thing in our living rooms? Will 3D TVs become the next big thing in our living rooms?
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Anchor Academic Publishing
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9783954895007
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1
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CHF 31.20
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This in-depth research study discusses whether 3D TV will become a new trend in the consumers' living rooms or if it is just a hype that will fail to establish itself. The study contains both extensive market research as well as target group research among the American population. Both parts of the study deal with the market situation of 3D TVs within the United States in 2011, and an extensive analysis of both studies provides in-depth insight into a potential future of the 3D TV market in the coming years. In 2010 only 3% of US households had purchased a 3D TV. According to E. Rogers' book 'Diffusion of Innovation' whose theory is used as a guideline throughout the whole research paper, those 3% can be identified as belonging to the category of innovators. To incorporate other categories of the adopter categorization, the 3D TV technology has to face economic, sociological and technological challenges. Those challenges as well as the trends and developments influence the adoption of the technology. E. Rogers discusses these influencing characteristics in his work and groups them into five categories: relative advantage, compatibility, complexibility, observability and trialability. Based on Rogers' book, this study determines in how far those characteristics favor or disfavor the adoption process of 3D TV and how current trends and developments within the 3D TV sector might improve this process. These conclusions are then used in a target group research in order to determine whether they are feasible and will lead to a higher adoption rate of the technology within the next 3 to 5 years. Consequently, this research paper can act as a guide for both TV manufacturers and TV content producers that invest or plan to invest into 3D TV. However, the main purpose of the study is to be the starting point for marketing managers of those companies that already have started investing in 3D technology. The research gives insight into how the adoption process can be improved, and it can, therefore, be used as a foundation for a successful marketing plan.
Text Sample: What is the market Position of 3D TV in the US? In early 2010 the world's biggest TV manufacturers such as Samsung, Sony, Toshiba and Panasonic launched the first 3D home TVs in the new market. A market research conducted by Renub Research called '3D TV Market and Future Forecast Worldwide (2010 - 2014)', published on January 19, 2011 at www.marketresearch.com expected a total of 3.2 million 3D TV sets to be sold globally in 2010, a number that makes out 4% of all TV sets sold in the same year. Additionally, their forecast for the 3D TV market expects the unit sales to grow with a compound annual growth rate of 79.12%, passing the landmark figure of $100billion worldwide by 2014 (Market Research, 2011). A report published by Display Search called 'Quarterly TV Design and Features Report, Q4 2010' expects 18million 3D TV sets to be sold in 2011 and 90 million by 2014. With a combined market share of 66.17%, the USA and South Korea are the main protagonists on the 3D TV market (Display Search, 2011; Gagnon, 2009; Tribbey, 2009). The United States are a potentially big market for 3D TV: 115 million homes out of a total of 130million (U.S. Census Bureau, 2010) have at least one TV - a total of almost 88.5% of the households. The average US household is equipped with 2.5 TV sets while almost a third of them (31%) have 4 TVs or even more. According to the Nielsen's National People Meter (NPM) from September 2010, the 'average American' spends 25.6 hours per week watching TV (The Nielsen Company, 2011 - see also graphic 6). These numbers show clearly that the USA has a great potential and a wide and diverse target group to introduce 3D TVs to. Nielsen's NPM and Nielsen's Global Survey from September 2010 also indicate a percentage of 46% of all Americans who own an HDTV of which 14% are connectable to the Internet. Their data also show that 2% of the Americans have already purchased a 3D TV with a total of 2 million 3D ready HDTVs being sold in North America in 2010 (The Nielsen Company, 2011) . Those percentages indicate that there is not only a broad target group for new technologies, and that the group of innovators within the States already adapted to this new technology. Consumers' attitude towards 3D: According to a large scale quantitative research with consumers, conducted by CBS Vision together with Nielsen and CTAM, consumers are generally positive towards 3D TV: 76% of the surveyed people state that they are at least likely to buy a 3D TV, 17% of which are even 'definitely' likely. However only 14% intend to buy a 3D TV within the next 12 months, another 42% want to wait at least 2 years and 34% want to wait three to four years. So even though the consumers are generally positive towards the new technology they are not yet ready to adapt to it. 48% find watching 3D content more engaging than 2D and 57% say that it made them feel like being part of the action and another 48% state it makes them feel closer to the characters (The Nielsen Company, 2010). The challenges of 3D TV: 3D TV as a new product in the market faces a diversity of challenges. According to the PESTEL model, challenges can be divided into political, economic, social, technical, environmental and legal challenges (Johnson, et al., 2008). When analyzing the 3D TV technology, the most important challenges can be grouped into sociological, technological and economic factors. The sociological challenges probably have the greatest influence on the adoption of 3D TV as those deal with the potential consumers' perceptions and concerns and the marketing strategies of the 3D industry. On the other hand, technological problems and challenges need to be faced in order to make 3D TV more successful. The following paragraph analyzes those challenges in detail in order to come to a conclusion in how far which aspect needs to be improved in order to increase the adoption of 3D TV. The major challenges on the 3D market that will be discussed are: - Economic Challenges - Costs - Launch-Date - Technological Challenges - Standardization of technology - 3D glasses - Lack of content - Soc
A forecast on the development of the 3D TV market in the US 1 EXECUTIVE SUMMARY 3 PREAMBLE 4 CONTENT 5 LIST OF ABBREVIATIONS 7 INTRODUCTION 8 JUSTIFICATION OF RESEARCH 9 METHODOLOGY 11 PART 1 - DESK - RESEARCH 13 WHAT IS 3D TV? 14 THE EXTRA VALUE OF 3D 16 WHAT IS THE MARKET POSITION OF 3D TV IN THE US? 17 THE CHALLENGES OF 3D TV 18 TRENDS AND DEVELOPMENT OF THE 3D TV MARKET 22 HOW DOES THE CONSUMER - ADOPTION - PROCESS WORK? 25 ANALYSIS 27 CONCLUSION 31 PART 2 - TARGET GROUP RESEARCH 33 RESEARCH DESIGN METHODOLOGY 34 TARGET GROUP 34 SAMPLE SIZE 35 TOPICS 36 RESEARCH QUESTIONS 36 FIELDWORK 38 PROCESS OF THE FIELDWORK 39 RESULTS 42 ANALYSIS 52 PART 3 - CONCLUSION 52 58 52 EXPLANATORY NOTES 60 SOURCES 61 APPENDIX 65
