UK owners of an HD-capable television set are more than twice as likely to buy a 3D-capable TV within the next 12 months as those who have not yet bought an HDTV, according to a survey conducted by Strategy Analytics.

The survey's findings, gleaned from 700 respondents, are described as challenging the commonly-held assumption that people who have already bought an HDTV are not likely to upgrade to a new 3DTV set any time soon.  While 6% of UK residents who don't currently own an HD-capable TV said they would be "somewhat likely" or "very likely" to buy a 3DTV set in the coming year, more than twice as many (13%) of HDTV owners indicated an intention to purchase one.

“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 are reported to have now seen at least one 3D movie at the cinema, with this figure rising to more than 90% of under-20-year-olds.