Thursday, June 30, 2011

Four Out of Five Consumers Prefer LG CINEMA 3D Over Sony and Samsung

New consumer study shows consumers prefer LG CINEMA 3D’s overall immersive experience, picture quality, 3D effect and 3D glasses*

ENGLEWOOD CLIFFS N.J., June 29, 2011 /PRNewswire/ — A new research survey confirms that more than 80 percent of consumers prefer the overall 3D experience of the cinema-like next-generation passive 3D TV technology from LG Electronics over active 3D TVs from Sony and Samsung*.

The consumer research conducted by Morpace Inc. was designed to measure consumer preference between3D technology which uses active-flicker glasses that sync with an emitter on the TV and passive technology that uses polarized glasses similar to those used in movie theaters. The survey measured real-time feedback from consumers and shows that LG’s CINEMA 3D passive technology is preferred by consumers across all measured categories, including overall 3D experience, 3D picture quality, 3D effect, and 3D glasses. The third-party study was commissioned by LG Electronics USA.

“We developed LG CINEMA 3D to solve the problems consumers were experiencing with active 3D and to provide the best 3D experience in the home,” said Wayne Park, chief executive officer, LG Electronics USA. “With its outstanding picture quality, affordability, and easy-to-use and share glasses, it’s no surprise that LG CINEMA 3D technology is preferred by four out of five of consumers over Sony and Samsung’s active 3D.”

When asked which TV provided a better overall 3D experience, 80 percent preferred CINEMA 3D over active-flicker sets from Samsung and Sony*. In addition, more than three quarters of the respondents preferred LG CINEMA 3D for the immersive 3D experience (78%), 3D effect (77%), overall picture quality (77%) and 3D glasses (78%)*. In the live controlled test, respondents saw a total of four 3D TVs that displayed the same content and were asked to rate their experience with each. The TVs, questionnaire and glasses were all meticulously de-branded to ensure that brand perceptions had no impact on consumer preference. For full survey results and methodology please visit

Driven in part by the expected growth of passive 3D TVs, consumer adoption of 3D TV is anticipated to intensify over the next five years. Market research from the Consumer Electronics Association forecasts annual sales of 3D TVs are expected to top 10.5 million units, accounting for 40 percent of the overall TV sales volume by 2014. IHS iSuppli research estimates that by 2015 more than half of global 3D shipments will be passive 3D models.

“Consumers had very strong reactions to the two types of 3D HDTV technology available on the market,” said Duncan Lawrence, President, Morpace Inc. “Our research shows the overwhelming preference for passive technology and LG CINEMA 3D in every category measured and our data suggests that LG’s technology has the potential to become the leading 3D format.”

LG CINEMA 3D TVs use a similar 3D technology employed in movie theaters. The Film Patterned Retarder (FPR) optimizes the separation of images for the left and right eye, which are then filtered through the polarized glasses. Individual left and right eye images are then combined for a 3D picture in Full HD1080p. This gives viewers a great 3D effect without the flicker of active-shutter glasses and also virtually eliminates cross-talk, providing an outstanding 3D viewing experience. In addition, the low cost of the glasses makes LG CINEMA 3D the ideal choice for families and friends who want to watch compelling 3D content together. Three series of LG CINEMA 3D models are now available, the LW6500 with 47, 55 and 65-inch class screen sizes (47.0-, 54.6- and 64.7-inch diagonals, respectively) and the LW5600 and LW5700, with 47 and 55-inch class screen sizes (47.0- and 54.6-inch diagonals, respectively). Each LG CINEMA 3D HDTV is bundled with four pairs of lightweight, 3D glasses and additional sets of glasses are available for purchase.

For more information on LG CINEMA 3D, please visit

*Based on LG consumer perception study of LG Cinema 3D TV vs. Samsung and Sony active 3D TVs in factory default settings, May 2011. LG TV model 47LW5600 with model AG-F200 glasses; Samsung TV model UN46D6420 with model SSG-3100GB glasses; Sony TV model KDL-46EX723 with model TDGBR100/B glasses. Certain claims are based on percentages which have been rounded to the nearest tenth of a percent. 4 out of 5 claim is based on overall 3D experience. Glasses claim is based on weight, comfort and overall preference among all participants surveyed.

Designs, features and specifications subject to change without notice.
For a small percentage of the population, the viewing of stereoscopic 3D video may cause discomfort such as dizziness or nausea. If you experience any of these symptoms, discontinue using the 3D functionality and contact your health care provider.
About Morpace Inc.

Morpace is a full-service survey research and consulting organization specializing in automotive, financial services, health care, retail and technology. Morpace provides global expertise and proprietary solutions in four core areas: brand and communications; consumer choice; market and product development; and satisfaction and loyalty. Morpace, an ISO 9001:2008 certified organization, is headquartered in Farmington Hills, Mich. with offices in Irvine, Calif., London, England and Shanghai China. Visit for more information.
About LG Electronics USA

LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a global force and technology leader in consumer electronics, home appliances and mobile communications. In the United States, LG Electronics sells a range of stylish and innovative home entertainment products, mobile phones, home appliances, commercial displays, air conditioning systems and solar energy solutions, all under LG’s “Life’s Good” marketing theme. For more information, please visit

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