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3D TV Sales Not Reaching Expectations
DisplaySearch forecasts less than 1.6 million 3D sets will be sold in 2010 in North America.
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October 18, 2010 by Steve Crowe

Despite the push by manufacturers and exposure at shows such as CEDIA Expo 2010, 3D TVs are not selling as expected. 3D TVs will only account for 2 percent of all flat-panel TV sales in 2010 with 3.2 million units, according to DisplaySearch.

But due to falling prices, increased content and technology improvements, more than 90 million 3D TVs will be sold in 2014, accounting for 41 percent of all flat-panel TV sales, DisplaySearch says.

“While TV manufacturers have bold plans and a lot of new products, consumers remain cautious,” says Paul Gray, director of TV electronics research, in DisplaySearch’s Q3’10 Quarterly TV Design and Features Report.“Consumers have been told that 3D TV is the future, but there still remains a huge price jump and little 3D content to watch.”

DisplaySearch predicts just under 1.6 million 3D TVs will be sold in North America in 2010. “North American consumers in particular appear to be playing a waiting game,” says Paul Gagnon, director of North America TV research. “Set makers have trained consumers to expect rapid price falls for new technology, and consumers seem happy to wait a little.”

DisplaySearch says sales of 3D glasses in Western Europe remain low, with most countries failing to achieve 1:1 sales of glasses to sets.

“This is particularly disappointing,” says Gray. “A healthy level would be closer to two pairs of 3D glasses per TV, 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.”

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