Passive-TV Sales Too Early To Call

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NEW YORK —

So, with the battle lines formed, which technology is likely to draw the most attention in the U.S. this year?

According to market research firm DisplaySearch, the North American 3D display (TVs and monitors) market is expected to grow to nearly 6.8 million unit shipments in 2011, up from 1.4 million in 2010, but it’s still too early to tell which display type will have the biggest impact.

“Both types of 3D [passive and active] have their advantages and disadvantages, and it’s hard to weight the importance of each attribute without consumer reaction yet,” observed Paul Gagnon, DisplaySearch North America TV market research director. “We still want to see how consumers react before making an assessment as we can see valid points being made by both camps as to why their technology is better.”

Scott Smith, Oakley 3D optics category director, said when his company, a major sunglasses resource, got into the 3D glasses game, it felt that passive eyewear would eventually be a big market player, although he acknowledged it won’t likely sweep the market overnight. He added, “I think you’ll see a major push in 2012 with more manufacturers jumping into passive after they’ve moved through their inventory of active.”

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