The proliferation of three dimensional movies and theme park attractions have made most consumers familiar with 3D content, and as a result, they love the potential of owning a 3DTV. At the same time, however, consumers have concerns about a range of issues that suggest that technology faces some very real challenges as it reaches the marketplace.

According to a new report, "Focusing on the 3DTV Experience," released by The Nielsen Company in cooperation with the Cable & Telecommunications Association for Marketing, consumers expressed a "wait and see" attitude toward the technology. Key issues were the cost of the 3DTV set (68%), having to wear 3D glasses (57%) and the relative scarcity of 3D programming/content (44%). Despite these concerns, the research suggested that if these issues are satisfactorily addressed by set manufacturers and content producers, consumers might embrace the technology.

Nearly three-fifths (57%) of viewers agreed that 3DTV made them feel like they were “part of the action” and 48% felt it made them more engaged with what they were watching.

Nearly half of consumers (47%) said 3DTV would make them watch programs they wouldn’t normally watch.

Attracting video gamers will be important to spurring initial growth: 42% of respondents cited interest in playing video games in 3D, with 71% of hardcore or regular gamers interested in experiencing video games in 3D.