3D TV is Declining in North America

A new NPD study says that 3D TV is down in North America, but gaining momentum in other parts of the world.


We know a lot of people enjoy bashing 3D TV. It’s true that the technology hasn’t exactly taken the world by storm — at least this part of the world.

According to the Q4’11 NPD DisplaySearch Quarterly TV Design and Features Report, 3D TV is definitely declining in North America. That said, it seems to have a lot of life left in both Western Europe and China.

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“We were surprised to find that 3D appears to be a far more popular feature in China than North America, and the penetration rate was two times higher in the last quarter,” said Paul Gray, NPD’s director of TV electronics research. “Our report also indicates that North American and Japanese 3D penetration is lower than the Middle East.”

The report says that North American audiences are willing to sacrifice the bells and whistles for something large and less expensive. Chinese consumers, however, are looking for HDTVs that offer features such as 3D, LED backlighting and smart TV capabilities.

The one thing that is not covered in the report is how many of these 3D TV owners actually use the 3D features. Now that would be interesting. That said, the premium to have a 3D TV is falling, which could make having a 3D TV more attractive, whether you plan to use the feature or not. According to a recent article on Big Picture Big Sound, the price gap between 3D and non-3D sets has narrowed down to as little as $10.

Above: 3D Penetration as a Percentage of TVs Shipped (Source: NPD DisplaySearch Quarterly TV Design and Features Report)


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