This research paper answers the question of whether 3D TV will become a new trend or if it is a hype that will eventually fail to establish itself.
The paper is divided into a market research and a target group research. Both deal with the situation within the United States as the US has one of the highest market shares in 3D globally.
3D TV was introduced in 2010 and within that year the 3D TV sales made out 4% (3.2mio) of all TV sales. Within the US, 3% of the households purchased a 3D TV so far. According to E. Rogers’ book “Diffusion of Innovation” whose theory is used as a guideline throughout the whole research paper, those 3% make out the category of innovators.
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. Those influencing aspects can be grouped into five categories: relative advantage, compatibility, complexibility, observability and trialability.
The research determines how the different aspects concerning the 3D technology influence these categories in order to come up with possible forecast of 3D TV.
The relative advantage is mainly influenced by the target group’s perception of 3D TV. While 3D TV aims to add an experience domain to the traditional experience of 2D TV, this is not especially valued among the target group. The price of 3D TV sets however does play a significant role – many consider the prices of 3D as too high. However the experience teaches that the prices are likely to decrease due to the price setting strategy called “price-skimming”.
The most important factor concerning compatibility is the unfavorable launch-date of 3D TVs in the US. On the positive side, the increased production of 3D content that fits the target group’s profile makes 3D perfectly compatible with the target group’s values.
Though 3D TV is a rather complex technology, especially in this time now that there is new technology developed all the time, creating an information jungle.
In the end and compared with the target group research, it seems as if the 3D TV technology will actually make it and become a new trend.
Table of Contents
1. INTRODUCTION
1.1 Problem Statement & Main question
1.2 Research Questions
2. METHODOLOGY
2.1 Data used
2.1.1 Tertiary Information
2.1.2 Secondary information
2.1.3 Primary information
2.2 Constraints and Limitations
2.2.1 Budget
2.2.2 Constant changes in the sector
3. PART 1 –DESK-RESEARCH
3.1 RESULTS
3.1.1 What is 3D TV?
3.1.1.1 How is the 3D effect created?
3.1.1.2 3D – from 1838 to 2010
3.1.1.3 3D Costs and Revenues
3.1.2 The extra value of 3D
3.1.3 What is the market position of 3D TV in the US?
3.1.3.1 Consumer’s attitude towards 3D
3.1.4 The Challenges of 3D TV
3.1.4.1 Economic challenges
3.1.4.2 Technological challenges
3.1.4.3 Sociological challenges
3.1.5 Trends and Development of the 3D TV market
3.1.5.1 3D Content
3.1.5.2 3D TVs
3.1.5.3 Prices
3.1.5.4 3D Glasses
3.1.5.5 3D online streaming
3.1.6 How does the consumer-adoption-process work?
3.2 ANALYSIS
3.2.1 Relative Advantage
3.2.2 Compatibility
3.2.3 Complexibility
3.2.4 Trialability/Observability
3.3 CONCLUSION
4. PART 2 – TARGET GROUP RESEARCH
4.1 RESEARCH DESIGN & METHODOLOGY
4.1.1 Problem Statement
4.1.2 Target Group
4.1.3 Sample Size
4.1.3.1 Adjustment of the sample size
4.1.4 Topics
4.1.5 Research Questions
4.1.5.1 Decisions of making the questionnaire
4.1.5.2 Testing of the questionnaire
4.1.6 Fieldwork
4.1.6.1 Online survey
4.1.6.2 Paper Version
4.1.7 Process of the fieldwork
4.1.7.1 Determining data
4.1.7.2 Control of the fieldwork
4.1.7.3 Control with the help of accessible data
4.1.7.4 Bias
4.2 RESULTS
4.2.1 Research Question 1 – How are the innovators of the 3D TV technology characterized?
4.2.2 Research Question 2 – What is the target group’s TV viewing behavior and how affiliated are they with new technology of the TV market?
4.2.3 Research Question 3 - What is the target group’s perception towards 3D TV?
4.2.4 Research Question 4 – How educated is the target group about 3DTV?
4.2.5 Research Question 5 – What are the obstacles to adapt to 3D TV?
4.3 ANALYSIS
4.3.1 Analysis of the research questions
4.3.1.1 How are the innovators of the 3D TV technology characterized?
4.3.1.2 What’s the target group’s TV viewing behavior & how are they affiliated with the technology in the TV market?
4.3.1.3 What is the target group’s perception towards 3D TV?
4.3.1.4 How educated is the target group about 3D TV?
4.3.1.5 What are the obstacles to adapt to 3D TV?
4.3.2 How does the target group’s perception towards 3D TV influence the adoption rate of 3D TV?
4.3.2.1 Relative Advantage
4.3.2.2 Compatibility
4.3.2.3 Complexity
4.3.2.4 Trialability/Observability
5. PART 3 - CONCLUSION & DISCUSSION
Research Objectives & Key Topics
This bachelor dissertation aims to investigate the current market situation and consumer perception of 3D TV within the United States to determine whether the technology is likely to achieve widespread adoption within the next three to five years or if it remains a temporary market hype.
- Diffusion of Innovation theory applied to the 3D TV market
- Identification and characterization of 3D TV innovators
- Economic, technological, and sociological barriers to 3D TV adoption
- Impact of consumer education and perception on technology adoption rates
- Market trends including content availability, pricing, and hardware developments
Excerpt from the Book
HOW IS THE 3D EFFECT CREATED?
3D refers to anything that has height, width and depth. The human eye itself however sees only height and width – 2D. The reason that we experience the surrounding world with a 3D effect is due to our brain. The human’s eyes are about 2.5’’ (6.5cm) apart from each other, so that each of the two eyes sees an object from a slightly different angle at all times (Koninklijke Philips Electronics N.V. [Philips], “What is 3D?”). The brain takes those two images and processes what we see into a 3D view: a 2D world with depth as an added dimension.
Modern 3D technology tries to achieve the same effect by showing two separate images, one to each eye at a time. By converting those two images together such as in “real life”, the brain creates the 3D effect for us. This is called stereoscopic 3D (Media College, “What is 3D?”.) and is often referred to as the “real 3D”, because there are also different ways to create 3D effects synthetically.
Summary of Chapters
INTRODUCTION: Defines the research problem regarding 3D TV adoption, sets the primary research question, and introduces the theoretical framework of diffusion of innovation.
METHODOLOGY: Details the research design, including the use of primary (survey) and secondary (market data) sources, while acknowledging limitations related to budget and the rapidly changing tech sector.
PART 1 –DESK-RESEARCH: Analyzes the 3D TV market, identifying key technological and sociological challenges such as high costs, the need for glasses, and consumer attitudes.
PART 2 – TARGET GROUP RESEARCH: Presents empirical findings from a survey aimed at characterizing early innovators and understanding general consumer perception towards 3D technology.
PART 3 - CONCLUSION & DISCUSSION: Synthesizes findings to predict the future of 3D TV, emphasizing that consumer education and price reductions are critical for future success.
Keywords
3D TV, Innovation, Diffusion of Innovation, Consumer Adoption, Technology, Market Research, Stereoscopic 3D, TV Market, Consumer Perception, Target Group, Adoption Rate, Media Management, Electronic Entertainment, Hardware Adoption, Technology Trends
Frequently Asked Questions
What is the primary objective of this research paper?
The paper aims to determine if 3D TV will become a standard technology in consumer homes within the next three to five years or if it is merely a failing marketing hype.
Which theoretical framework does the author use?
The research is guided by Everett M. Rogers' "Diffusion of Innovation" theory, which categorizes adopters and identifies characteristics influencing the adoption rate of new technologies.
What are the main thematic areas covered?
The study examines market trends, consumer behavior, technological barriers (like the need for 3D glasses), and sociological challenges such as consumer wait-and-see approaches.
What research methods were utilized?
The work combines desk research based on existing market reports with a quantitative target group survey conducted among American citizens.
What is covered in the main body of the work?
The main body is divided into a desk research section analyzing market factors and a target group research section that tests these assumptions through empirical survey data.
Which keywords best characterize the dissertation?
Key terms include 3D TV, innovation, consumer adoption, technology, market research, and consumer perception.
How does the launch date of 3D TV affect its success?
The research suggests that the launch was unfavorable because many US households had recently invested in HDTVs and were therefore unwilling to purchase a new television so soon.
What role do 3D glasses play in adoption?
They are identified as a major barrier; consumers perceive them as expensive, uncomfortable, and incompatible across different hardware brands, which negatively impacts adoption.
- Quote paper
- Anita Theis (Author), 2011, The Future of 3D TV , Munich, GRIN Verlag, https://www.hausarbeiten.de/document/192383
