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26 August 2010 ,
Written by Dhruv Tanwar
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Majority of online consumers say being able to see 3D images of prospective purchases online makes it more likely that they will buy those products, consider them high quality, and there make it less likely for them to return them, according to an Autodesk, Inc. Design Survey conducted in early June.
 Simultaneously, over two-thirds of the respondents to the survey suggest they would like to learn about products through 3D images that can be zoomed in and out and prefer web sites that allow them to see how a product works in the real world before they purchase. Robert Kross, senior vice president of Autodesk's Manufacturing Industry Group said for business, it is clear that 3D is now mandatory table stakes for doing business and is expected by consumers in movies, games and, soon, TVs and computers.
The survey was conducted through phone interviews with 1,005 adults in a random sample of households, and the results were weighted by four demographic characteristics: age, sex, geographic region and race. Sampling error was said to be no more than plus/minus 3.1 percentage points at a 95 percent confidence level. Findings on 3D visualization and probable consumer behavior in a survey conducted by Infogroup’s Opinion Research Corporation (ORC):
- More than 80 percent of consumers say online 3D images make them more likely to purchase a product.
- 65 percent say they would be less likely to return a product after viewing it in 3D online.
- 78 percent say 3D images make them “comfortable” that the product they are viewing is high quality.
- About 60 percent say they would be more likely to purchase if they had 3D instructions showing how to assemble and use a product.
- Though consumers say 3D makes them more likely to buy and less likely to return products, only 31 percent say they would pay more for a product they see in 3D online. In other words, they prefer 3D and expect to see it.
- Preference for 3D images online increases with income: half of those with annual incomes below $35,000 prefer 3D images of something they are interested in buying, while 70 percent with annual incomes of $100,000 or more prefer 3D.
- Consumers under 65 prefer viewing 3D website images of products they are interested in buying, while consumers over 65 prefer print brochures.
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