Consumers wary of 3D TV, but the market will grow – research


13 Oct 2010

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While uptake among consumers for 3D TV has been limited due to high prices and minimal content, there will be huge growth in 3D TV shipments in the next few years, research firm DisplaySearch has said.

The findings come from the Quarterly TV Design and Feature Report, which found this future growth will be due to to falling prices, increased content availability and improvements in technology.

The firm forecasts that 3.2 million 3D TVs will be shipped in 2010 and will grow to more than 90 million by 2014.

This results in 3D media growing from 2pc of all flat-panel TVs shipping in 2010 to 41pc in 2014.

"While TV manufacturers have bold plans and a lot of new products, consumers remain cautious," said Paul Gray, director of TV Electronics Research in DisplaySearch.

"Consumers have been told that 3D TV is the future, but there still remains a huge price jump and little 3D content to watch."

Paul Gagnon, director of North America TV research in DisplaySearch, said consumers were “happy to wait a little” for prices to drop in 3D entertainment.

The report found that sales of 3D glasses in Western Europe remain low, with most countries failing to get 1:1 sales of glasses to TV sets.

"This is particularly disappointing," said Gray.

"A healthy level would be closer to two pairs of 3D glasses per TV, so it’s clear that these sets at best are being chosen for future-proofing, and at worst it’s an indication that consumers cannot buy a premium set without 3D."

Gray also noted that consumers were more interested in content as opposed to the technology.

"TV manufacturers strongly believe in 3D and are driving its cost downward, but its value to consumers relies strongly on the availability of quality material to watch," Gray said.

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