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Some bad news for consumer electronics manufacturers: 3-D TV is not taking off as quickly as expected. According to DisplaySearch, 3-D TV makers have made their products widely available, but to little avail, as consumer uptake of the new products has been limited.
DisplaySearch estimates that there will be 3.2 million 3-D TVs shipped in 2010, which is lower than some other forecasts, such as one by iSuppli that called for an (already conservative) 4 million units shipped this year. The research firm cites high prices and lack of quality 3-D content currently available on TV, and thinks demand for 3-D TV offerings will pick up once prices drop and more content is available. Like all industry research firms, DisplaySearch is bullish on the new-ish 3-D technology, forecasting that the number of 3-D units shipped will grow to more than 90 million, or 41 percent of all flat-panel TVs by 2014.
However, the solution might not be as simple as lower prices, more content: there’s reason to believe that consumers just don’t see the point of 3-D in the home. According to a KPMG study earlier this year, just 15 percent of consumers surveyed said they would likely shell out for a 3-D capable set the next time they bought a TV, with 63 percent saying they didn’t see a need for the technology in their home. And yesterday CNET said that, according to data gathered from more than 17,000 of its users, interest in Internet-enabled TVs is 51 percent higher than for 3-D TVs.
Consumer electronics manufacturers and distributors seem keen to continue rolling out new 3-D capable TVs and programmers and distributors are supporting the initiative with new cable networks. Still, despite industry interest, we’re skeptical about the viability of 3-D in the home.
Photo courtesy of Flickr user bark.
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I completely agree. I think the big manufacturers see it as a way to sell more sets…but beyond that, it’s a change to the entire pipeline. From cameras, through editing, distribution, and THEN your TV-set. The potential dollars from modifying the entire content pipeline are huge.
As a content creator, I’m not about to jump on the bandwagon until I can very very sure it will be profitable..but as a consumer I fear we’re going to get it forced onto us sooner or later, regardless of our wants or needs.
Ryan, Do you think if consumers realized they could be wearing some sick 3-D shades (i.e. http://www.look3d.com/) while relaxing in their living rooms that it would change KPMG’s and CNET’s findings?
no, i think they would still not want to watch TV in 3-d