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From Stereoscopy to 3D HD Image:A Review of 3D HDTV Diffusion from the Perspective of Technology Adoption
Unformatted Document Text:  3 Although the success of “Avatar” in cinemas and the need for new market in display industry made 3D display popular, TV manufacturers are not sure of the success of 3D HDTV in the near future (Dempsey, 2010). After all, 3D display applications used to be limited to the fields of video games, medical equipment, and computer-aided design (Finn, 2007). Indeed, watching 3D HD content on 3D HDTV set at home faces many challenges such as content production costs, bandwidth limitation, and consumer resistance (Tanklefsky, 2009). The diffusion of 3D HDTV is unclear. The future investment for 3D television became a big concern at the trade fair of National Association of Broadcasters in Las Vegas (Pennington, 2010), because there may not be much 3D content for consumers to watch. Right now, the main TV manufacturers are all producing 3D-ready TV sets (Fry, 2010), but whether the consumers are willing to buy 3D HDTV remains unknown. Char Beales, CEO of the Cable & Telecommunications Association for marketing, predicts that 3D HDTV, compared to HDTV, will be easier to market because many people have already seen 3D in cinemas and the difference from 2D is quite obvious (Lieberman & Baig, 2010). More than 11 million 3D HDTV sets are predicted to be sold by 2013 (Taub, 2009). DisplaySearch, a market research firm, even forecasted more than 90 million 3D HDTV sets will be shipped in 2014 in North America (Tarr, 2010). Since 3D technology adoption still remains as an experiment (Pennington, 2010) and 3D HDTV is in its early days, this study is conducted to answer the following research questions: RQ1: What are the individual and social factors which may influence the adoption of 3D HDTV? RQ2: What technological and social challenges are encountered by the 3D HDTV diffusion?

Authors: Song, Xu.
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background image
Although the success of “Avatar” in cinemas and the need for new market in display
industry made 3D display popular, TV manufacturers are not sure of the success of 3D HDTV in
the near future (Dempsey, 2010). After all, 3D display applications used to be limited to the
fields of video games, medical equipment, and computer-aided design (Finn, 2007).
Indeed, watching 3D HD content on 3D HDTV set at home faces many challenges such
as content production costs, bandwidth limitation, and consumer resistance (Tanklefsky, 2009).
The diffusion of 3D HDTV is unclear. The future investment for 3D television became a big
concern at the trade fair of National Association of Broadcasters in Las Vegas (Pennington,
2010), because there may not be much 3D content for consumers to watch. Right now, the main
TV manufacturers are all producing 3D-ready TV sets (Fry, 2010), but whether the consumers
are willing to buy 3D HDTV remains unknown.
Char Beales, CEO of the Cable & Telecommunications Association for marketing,
predicts that 3D HDTV, compared to HDTV, will be easier to market because many people have
already seen 3D in cinemas and the difference from 2D is quite obvious (Lieberman & Baig,
2010). More than 11 million 3D HDTV sets are predicted to be sold by 2013 (Taub, 2009).
DisplaySearch, a market research firm, even forecasted more than 90 million 3D HDTV sets will
be shipped in 2014 in North America (Tarr, 2010).
Since 3D technology adoption still remains as an experiment (Pennington, 2010) and 3D
HDTV is in its early days, this study is conducted to answer the following research questions:
RQ1: What are the individual and social factors which may influence the adoption of 3D
RQ2: What technological and social challenges are encountered by the 3D HDTV

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