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Category Archives: 3D Industry Data
With LCD TVs already crushing other formats globally (over 80% globally), we are also seeing an increasing trend of 3D LCD TV models being shipped. According to NPD DisplaySearch, 10% of LCD TVs being shipped in Q4 2011 are 3D LCD TV models driven by aggressive marketing and lower-cost 3D technologies. With an expected wave of even lower-cost 3D television and panel models coming next year, NPD DisplaySearch is projecting a rise to a 20% penetration rate of 3D models within the market-crushing LCD panel segment by Q3 2011.
With expectations of a strong holiday season in Germany, analysts are increasing their sales projections by 30% to 1.3 million total 3D TV units sold in 2011. 3D capability is becoming a standard practically in Germany and much of Europe for the largest television screen models, with 79% of the TVs sold in July with a 50 inch or larger screen being a 3D model. Even in the more mid-market screen range of 43″ t0 49″ 57% of the units sold were 3D models. These figures support the general statement that 3D televisions are getting adopted faster as “the standard” in Europe than in the United States.
A recent forecast by Display Search in a market research paper cited that global television sales would not rise from 2010 to 2011, holding flat at a projected level of 248 million units. LCD TVs dominate the landscape with a projected unit sales level of 206 million, representing more than an 80% share of the global market, compared to just 17 million for plasma TVs. Established markets like North America and Europe have failed in 2011 to meet sales expectations due to continued economic problems in this markets, while emerging markets have shown some good growth.
3D TVs are expected to account for 11% of total TVs shipped in North American in 2011, but 14% of Western Europe and 12% of China shipments. Although only 22 million 3D TVs are expected to be sold globally in 2011, the forecast expects this to rise to more than 100 million by 2015.
Individuals who enjoy online interactive games like Call of Duty: Black Ops may become the groundswell market for 3D technology, particularly TV. Those players looking to upgrade for a better viewing experience will certainly find more life-like interaction in the 3D world. Since video games represent a 60 billion dollar industry, and the IMAX 24-hour 3D channel will soon be available, it would appear to be a match made in heaven.
In the 1950s 3D was a fad; now it may well be here to stay. The amount of 3D content is on the rise, with over 100 3D films in production currently. More and more gadgets are also becoming 3D enabled so that users can take the 3D experience everywhere they go. In 2011 it’s predicted that manufacturers of 3D gaming systems, TVs, and PCs will sell some 95 million units. By the end of 2012 estimates put the number of 3D viewing channels at 30.
ATSC (The Advanced Television Systems Committee) examined 3d TV in an interim report that included various considerations ranging from health issues to emerging technology. Overall the outcome was positive. ATSC felt that 3d could improve the viewing experience, even though there are bandwidth and other challenges still ahead. In terms of heath, the greatest focus is being given to children to see what the long-term effects of 3d viewing might be. Such studies will take time to develop since the technology is still in its infancy.
Gfk market research says that the German 3D market is poised for substantial growth by the end of 2011. The firm also predicts increased sales for 3D blu-ray players, 3d home theater sets, and 3d AV receivers in the German market.
Futuresource consulting predicts that 15 million homes will have 3D Televisions by the end of 2012. This figure would illustrate far greater acceptance of, and interest in, 3D TV viewing since only 5 million homes will have them by the end of 2011. This in turn positively impacts Blu-ray technology and disk sales, and should inspire increased 3D content. The biggest boost in sales will come from hand held devices that allow 3D viewing glasses-free.
Makers of 3D television sets are gambling on the Chinese market to boost sales. Manufacturers around the world are creating 3D products, Sony and Samsung holding the largest shares of the game field. While to date this market appears soft, both companies anticipate a 35-45% increase in 2011. The major barriers in China are the overall price of the sets and the lack of 3D content. If the price comes down to within 20% of LCDs the market opportunities open, especially if glasses-free options become more common.
According to this article in Variety magazine, over 1 million 3D TVs were sold in the US in 2010, with Samsung dominating the marketplace with a 70% share. As big as that number sounds, it was still far short of Samsung’s estimates (hopes?) that the market would see 3 million 3D televisions sold in the US in 2010. The Variety magazine cites early technology difficulties and inconsistencies of 3D platforms as a reason that has inhibited mass consumer adoption.
Nielsen also conducted a poll that discovered that 50% of the US audience “definitely will not” purchase a 3D TV in the next 12 months, with only 3% saying they “definitely will” and another 3% saying “probably” purchase one over the same time frame. It is clear that we are still in the early adoption part of the curve for 3D TV entertainment in homes. The Variety magazine article claims that expensive, clunky, and easy-to-break 3D glasses are at least partly to blame. Combine that with the lack of 3D programming for TVs, and the industry has two major hurdles to get past before we see a 3D television in every home.