3D adoption slows to a crawl

Posted by Trent Nouveau

The mainstream adoption of 3D television is currently being limited by high prices and a severe lack of content.

Nevertheless, DisplaySearch projects that 3.2 million 3D TVs will be shipped in 2010 - with growth slated to hit a respectable 90 million units in 2014.

"Falling prices, increased content availability and improvements in technology [are all] expected. [As such], there will be tremendous growth in 3D TV shipments over the next few years," explained Paul Gray, director of TV electronics research at DisplaySearch.

3D adoption slows to a crawl"[Yes], TV manufacturers have bold plans and a lot of new products, [yett] consumers remain cautious.

"[Remember], they 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 at DisplaySearch, expressed similar sentiments.

"North American consumers in particular appear to be playing a waiting game. Set makers have trained consumers to expect rapid price falls for new technology, and consumers seem happy to wait a little.

"As a result, DisplaySearch forecasts that 3D shipments in North America will be just under 1.6 million this year."

Gagnon added that sales of 3D glasses in Western Europe also remain quite low, with most countries failing to achieve even 1:1 sales of glasses to sets.

"This is particularly disappointing. A healthy level would [certainly] be closer to two pairs of 3D glasses per TV. 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.

"[Still], 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."