Middle East Leads 3DTV Ownership, Interest

August 12, 2010

Nations in the MEAP (Middle East, Africa, Pakistan) region dominate other global regions in ownership of and interest in 3DTVs, according to a new study from The Nielsen Company.

“How We Watch” indicates that globally, 12% of online consumers own or have definite interest in purchasing a 3DTV. Interest and intent is highest amongst consumers ages 25-29.

MEAP, Latin America Most Interested
As mentioned above, MEAP is by far the region with the greatest 3DTV ownership/interest levels. MEAP has an ownership/definite interest index score of 200, meaning residents in MEAP nations are twice as likely as the global average to own or plan to buy a 3DTV. Latin America follows with an index score of 175.

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There is a substantial dropoff in index scores after these two regions. Asia-Pacific ranks third with an index score of 100, meaning Asia-Pacific residents are as likely as the global average to own or plan to buy an HDTV. North America and Europe lag with index scores of 75, meaning residents there are 25% less likely to own or plan to buy an HDTV than the global average.

Top Seven Countries Follow Regional Pattern
Not surprisingly, the top seven countries of the 52 ranked by 3DTV ownership/interest index score are located in MEAP, Latin America or Asia-Pacific. Saudi Arabia leads all countries ranked with a score of 233, joined by fellow MEAP nations Egypt (tied for number two, 217) and Pakistan (number five, 200). Latin America has two countries in the top seven, Colombia and Venezuela (number two, 217), while Asia-Pacific has the sixth- and seventh-ranked countries (Vietnam, 192 and India, 183).

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The first North American country on the index is Mexico, tied for seventh with India (183). The highest-ranked European country is Russia, 14th with a score of 125. The US comes in tied with Switzerland for the 27th-highest index score (75).

North America Leads HDTV Penetration
North America has the highest penetration of HDTVs of any major global region, according to other Nielsen study results. “How People Watch” indicates North America leads in the ownership of high-definition television sets. According to Nielsen analysis, dropping prices, a rapid onset of content and the adoption of Blu-ray players and next-generation video game consoles make North Americans 57% more likely than average to own an HDTV set, while consumers in Latin America and MEAP (Middle East, Africa and Pakistan) are 37% less likely to own one.

About the Data: Nielsen conducted a global online survey of 27,665 online consumers ages 15 and up in March 2010.

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