As with the current TV season there is good and bad in the world of 3D TV, and so far there is more bad than good. This week DisplaySearch released it Q3 '10 Quarterly TV Design and Features Report and it suggests that consumers aren't quite sold on 3D TV, and far fewer 3D-capable sets were actually sold than expected. But things should pick up, as DisplaySearch forecasts 3.2 million 3D TVs will be shipped in 2010, with growth to more than 90 million in 2014.
So far the sales have failed to meet TV makers expected for 2010, and the blame likely lies on high prices and limited content. As the prices fall and content increases sales will also pick up stresses the research firm. We suspect some of the lag in 3D TV adoption also lies in consumer confusion. Some prospective 3D-enabled TV buyers think you have to wear glasses all the time, or that 3D TVs are unable to play regular 2D content, which is untrue. 3D glasses are only require while wtching 3D content. Most of the time a "3D TV" is playing back regular TV in 2D mode, and usually quite well, we might add.
"While TV manufacturers have bold plans and a lot of new products, consumers remain cautious," said Paul Gray, Director of TV Electronics Research. "Consumers have been told that 3D TV is the future, but there still remains a huge price jump and little 3D content to watch."
The eyes don't have it either, as the Quarterly TV Design and Features Report suggests that sales of 3D glasses in Western Europe remain low, with most countries failing to achieve a 1:1 sales of glasses to sets. "A healthy level would be closer to two pairs of 3D glasses per TV," says Gray, "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."
3D TV of course remains a "need to be seen" to be believed technology, and it is clear that content will drive interest and with it sales. Sports could be a major factor: ESPN 3D launched this past June in time for the World Cup, but it is not carried by many of the TV service provders yet, meaning that it's still not available to many consumers. The release of movies on Blu-ray 3D disc has been slow-going at best, and scripted 3D TV shows are non-existent.
Time will tell if the latest offering of 3D for home use is just another fad or the "next big thing." The holiday shopping season will be closely watched to see exactly where this new tech is heading.
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