Strategy Analytics announced that Britons who already own a high definition television set (HDTV) are more than twice as likely to buy a 3D television within the next twelve months as those who have not yet bought an HDTV, according to a survey of 700 UK consumers.

According to the statement, these findings challenge the commonly held assumption that people who have already bought an HDTV are not likely to upgrade to a new 3D TV set any time soon.

While six percent of those UK residents who don’t currently own an HDTV set said they would be “somewhat likely” or “very likely” to buy a 3DTV set in the coming twelve months, more than twice, or 13%, of HDTV owners indicated an intention to purchase a 3DTV set, says Strategy Analytics.

“The fact that HDTV owners are more than twice as likely as non-owners to purchase a 3DTV contradicts a common industry assumption,” said Ben Piper, Director of the Strategy Analytics Multiplay Market Dynamics service.

“HDTV ownership is clearly no barrier to 3DTV adoption,” said David Mercer, Principal Analyst at Strategy Analytics. “In fact as usual it is the same early adopters who have already bought an HDTV who are most likely to be the first to buy 3DTVs.”

The survey examined consumer awareness, experience and buying intentions in many aspects of 3D cinema and in-home viewing. More than half of respondents have now seen at least one 3D movie at the cinema, and this rises to more than 90% of under-20-year-olds.

Strategy Analytics will formally unveil further detailed findings from the survey on Saturday, September 11, 2010 during the International Broadcasting Convention in Amsterdam.

For more information visit: www.strategyanalytics.com