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DisplaySearch: Price, Content Hinder 3DTV

11/08/2010 12:01:00 AM Eastern
SANTA CLARA, CALIF. — DisplaySearch released a study of 3D TV sales showing consumer uptake has been limited by high prices and lack of content.

The market research firm added, however, that expectations for falling prices, increased content availability and improvements in technology should lead to “tremendous growth in 3D TV shipments over the next few years.”

DisplaySearch forecast 3.2 million 3D TVs will be shipped in 2010, growing to more than 90 million in 2014.

The category is expected to grow from 2 percent of all flat-panel TVs shipped in 2010, to 41 percent in 2014, the firm said.

“While TV manufacturers have bold plans and a lot of new products, consumers remain cautious,” stated Paul Gray, TV electronics research director. “Consumers have been told that 3D TV is the future, but there still remains a huge price jump and little 3D content to watch.”

DisplaySearch forecasts 3D shipments in North America will total less than 1.6 million this year.

Sales of 3D glasses also remain low in most of the world, with most countries failing to achieve 1:1 sales of glasses to sets.

DisplaySearch said it has increased its forecast for 3D in later years, with an anticipated 90 million sets being shipped in 2014.

“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 concluded.
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