A new research survey reports 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.

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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 reports 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.

According to the survey, 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 de-branded to ensure that brand perceptions had no impact on consumer preference. For full survey results and methodology visit LG's website.