Those who are eyeing up a new 3D TV in Dixons have been warned: it will come at a significant extra cost compared to a normal top of the range TV.
According to analysts at Strategic Analytics you should be prepared to shell out a premium of over 50 percent extra should you wish to get your hands on a 3D set.
Research has shown that consumers are expecting to have to pay through the nose for a 3D TV with the average price expected to be $1,224. That is compared to $785 earmarked for a HDTV.
In Europe there is an expectation to pay a premium ranging of up to 54 percent. In the US meanwhile the figure is higher, with an expected 56 percent extra whacked on top.
Of course a premium is expected on any nascent technology but this is some fee considering the lingering doubts that have been dogging 3D.
Aside from the concerns over the necessity of glasses for the next few years, there are fears over a severe lack of quality content coming through to warrant the extra cash. Just ask DreamWorks supremo Jeffrey Katzenberg. Unless The Smurfs in 3D is your ideal Saturday night in, then it looks like that well worn Avatar DVD might not go back on the shelves just yet.
Only 11.5 percent of customers are somewhat or very likely to splash out on a 3D set.
In Germany this comes down to a mere nine percent who have shown any interest in purchasing when asked, with just 6.9 percent in the UK.
So not exactly compelling figures for a shopping stampede.
Senior analyst Jia Wu believes that the figures show that “those who are thinking of buying the product attach significant additional value to a 3DTV relative to a regular HDTV”.
But with so many marks against 3D could we not say that it is actually the manufacturers and vendors who have placed this additional value? And not, in fact, the customers who have been told they will have to pay extra dosh to upgrade.
It is well known that, with developed markets having largely upgraded to flatscreens from CRT, many manufacturers are looking to find a new way to persuade the public to part with their cash.
But our money is on it being the 3D makers, and not a bewildered public, who are driving the expectation that 3D means handing over extra cash.