3D TVs Aren't Moving As Fast As Expected 
Home Theater News Industry-Trade News
Written by Dick Ward   
Thursday, 14 October 2010

It's not a surprise that 3D televisions are moving slowly.  There isn’t much content available, and what little there is tends to be exclusive to a particular piece of hardware.  For whatever reason though, manufacturers expected a much larger adoption rate.

According to Display Search researcher Paul Gagnon, the biggest problem is that buyers are used to a particular pricing scheme.  "North American consumers in particular appear to be playing a waiting game," he says.  "Set makers have trained consumers to expect rapid price falls for new technology, and consumers seem happy to wait a little."

Another interesting note is that the typical sales rates show there's a 1:1 ratio of sales when it comes to 3D glasses and 3D sets.  That number indicates that a large number of people who buy 3D sets aren't actually using the 3D capabilities.

"A healthy level would be closer to two pairs of 3D glasses per TV," says Paul Grey, director of TV electronics research for Display Search.  "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."

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