Some 58% of U.K. TV audiences expect to watch the next soccer World Cup, which takes place in 2014, in 3D, according to research by sports web ESPN and local trade body, the Internet Advertising Bureau.
In Europe during the present competition only 25 games are being shown in 3D, but various webs, including Rupert Murdoch’s satcaster BSkyB in Blighty, are investing big sums in the technology.
TV toppers hope that sport will prove to be a big driver of 3D take-up.
The findings of the ESPN-IAB survey also found that by 2014 a third of audiences expect to watch the World Cup on the Internet.
Another 20% of respondents said they expect to see soccer on an iPad or similar device and 11% on a mobile phone. The research was based on questioning a panel of 3,300 British sports fans.