According to a recent study, people are 12% more attentive when they are watching Blu-
ray 3D compared to 2D BD. The test was commissioned by the Blu-ray Disc Association and
performed by Mindlab International in southern UK. 3D Blu-ray viewers are 29% more attentive than when
watching 2D, standard-definition DVD. 3D BD also was found to trigger a higher emotional
response than DVD.
Mindlab's managing director Duncan Smith commented that as 3D is "a fully immersive
format", it increased "engagement" in viewers. Additionally, "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."
Testing was based on EEG to measure brain activity, a heart rate monitor and electrodes
on the skin to measure stress indicators such as sweat. A total of 24 test subjects were
shown clips from the DVD, 2D BD and 3D BD versions of
Clash of the Titans,
Despicable Me and
Step Up 3D: Make your Move. The display
was a Sony 3D TV using active shutter glasses.