Surprising almost no one, a recent study found that 3D Blu-ray content, when compared to non-3D high-definition Blu-ray and regular DVD material, is more engaging to viewers.
The research - carried out by UK-based Mindlab International on behalf of the European Blu-ray Disc Association - dubbed the fledgling combination of high-capacity Blu-ray discs and 3D viewing technology as the most effective and immersive way to consume media. Vanilla Blu-ray movies ranked second, with the still-popular DVD medium bringing up the rear.
Fellow consumer electronics site TWICE relayed some interesting statistics turned up in Mindlab's neurological mining, which monitored the participants' brain activity via an EEG and measured their skin conductance as they watched brief (one-and-a-half-to-three minute long) movie clips displayed in each format.
The 24 male and female subjects between the ages of 18 and 54 showed a much greater affinity to 3D Blu-ray content overall. The group's attention level rose nearly 30% when viewing 3D Blu-ray over DVD, though the number was much lower (12%) when the format was pitted against regular Blu-ray. The group's engagement level when going from DVD to 3D Blu-ray illustrated an 18% increase as well.
The director of Mindlab International said, “This study has shown how format change affects the viewer on both a conscious and a non-conscious level. The sharper contrast of the Blu-ray formats allows the brain to process more of what is being seen as less effort is needed to focus on certain objects. 3D is a fully immersive format, increasing engagement in viewers. The fact that subjects were witnessed as having increased eye movement and head movement is a testament to this.”
Again, nothing all too shocking when you consider the considerable differences between the technologies -- something the BDA is unsurprisingly quick to celebrate.
"This study shows that Blu-ray isn't just a huge step up technically, it also delivers a better and more engaging viewing experience in the home," boasted European BDA chairman Graham Heaton. "When you watch a Blu-ray Disc, you feel every moment with more emotion, drama and excitement. When you add 3D to the mix, it only enhances the experience further."
Earlier this month consulting firm Futuresource announced that global Blu-ray production was 60% higher in 2010 than in 2009, and warned that if the industry doesn't invest $100 million towards Blu-ray manufacturing that production may not be able to meet demand.
