In research by The Nielsen Company, 28% of 27,000 consumers surveyed online in September 2010 across 53 countries said that by the end of 2011 they would probably own a 3D TV set.
Interest and intent to purchase was found to be highest among consumers ages 21-34, and strongest in the Asia Pacific, South America, and Middle East, Africa and Pakistan markets. While fewer consumers in Europe (18%) said they expected to have bought a 3D TV set within 12 months, North America showed the least interest in 3D take-up (7%). Worldwide, 4% of the respondents already owned a 3D television.
A separate study conducted in the US by Nielsen in conjunction with the US Cable & Telecommunications Association for Marketers (CTAM) and CBS Vision investigating 3D TV viewing experience found that the programmes viewers were most interested in seeing in 3D were sports and nature/animal documentaries, which beat dramas, films and travel programmes, with music concerts the least appealing 3D genre.