CEA Surveys Retail Sales Associates About 3DTV

A new study from the Consumer Electronics Association (CEA), entitled "The 3D Retail Experience – Opinions of Sales Associates," surveyed more than 250 retail sales associates selling 3DTVs.

According to the survey, the view of 3DTV from the sales floor is generally positive. The sales associates interviewed report roughly 50 percent of shoppers have an overall positive response to 3D technologies, while only two percent respond negatively. Additionally, 80 percent of sales associates report seeing an increase in interest and traffic over the past several months. When compared to the launch of LED televisions and Blu-ray disc players, sales associates believe 3DTV has generated the same, or more, excitement.

While nearly 70 percent of sales associates feel well trained to answer questions about 3D, there is still consumer confusion. According to the retail associates interviewed, roughly half of consumers had some confusion about the technology.

For most retail associates, 3D content is pivotal. Nearly 80 percent of the associates interviewed believe sales of 3D technologies will not be strong until more 3D content is available. Moreover, some of the most frequently asked questions by consumers revolved around the availability of 3D content.

“Interest in buying a 3DTV is being helped by a desire to watch 3D movies and 3D sports and play 3D games,” said Shawn DuBravac, CEA’s chief economist and director of research, in a statement. “Early sales figures tracked by CEA look solid. With content being king, developments like the recent launch of ESPN 3D and a slew of 3D movie titles set to hit Blu-ray will propel the category further.”

The 3D survey was conducted June 4-13, 2010. It was designed and formulated by CEA Market Research.