3D Digital Imaging: Consumer Perceptions of this Emerging Technology

With four in five (84%) U.S. households owning at least one digital camera and half (55%) owning a camcorder, many wonder what is next for digital imaging. This is a particularly important question as unit shipments for both digital cameras and camcorders increased in 2010 over 2009 levels. Why the growth? Innovative features in today’s digital cameras and camcorders help tell the growth story, including 3D technology. While many might think of 3D technology being largely confined to televisions, 3D cameras and camcorders are hitting the market and consumer interest is growing.

This study measures awareness and perceptions of 3D digital cameras and camcorders, including:

• Familiarity and appeal of 3D technology
• Attitudes toward 3D technology
• Awareness of 3D digital cameras and camcorders
• Purchase intent of 3D digital cameras and camcorders
• Perceived usage and benefits of 3D digital cameras and camcorders

This research explores the perceptions of consumers and the results provide key insight for the consumer electronics industry. Its implications are important and should be read by anyone involved in the manufacturing, marketing and retailing of consumer electronics.