3D TV wanes in the United States

Posted by TG Daily Staff

3D TV may be quite popular in Western Europe and China, but interest in the evolving format seems to be waning in North America.

"We were surprised to find that 3D appears to be a far more popular feature in China than North America, and the penetration rate was two times higher in the last quarter," confirmed NPD DisplaySearch analyst Paul Gray.

3D TV wanes in the United States"Our report also indicates that North American and Japanese 3D penetration is lower than the Middle East."

According to Gray, North American consumers tend to favor large, inexpensive TV sets with fewer features. 

In contrast, their Chinese counterparts are enthusiastic about richly-featured sets with 3D, LED backlighting and smart TV capabilities.

Meanwhile, in Saudi Arabia, Poland, the Philippines and Indonesia, there are 10-15 times as many 3G subscribers as broadband. Although residents still want to view Internet video on their TVs,  the usage paradigm is obviously quite different in developed markets where the TV is connected directly to a wired broadband line.

As Gray notes, the theme of simultaneous new technology adoption is also made obvious in terms of digital broadcasting. For example, while developed markets have not only introduced digital terrestrial and largely completed analog switch-off, a second generation of digital broadcast (DVB-T2) is now being adopted in Europe, the Middle East and Asia.

"By 2015 the number of DVB-T and DVB-T2 sets shipped will be equal. The decision by the Russian and Indian governments to move to T2 has given the industry a huge boost in confidence, and it will kick-start a virtuous cycle of rapid adoption and cost reduction," he added.