New DisplaySearch data has revealed that the TV industry is making a huge bet on 3D despite any firm evidence of a consumer rush to take up such services.
The analysts latest report, Quarterly Large Area TFT LCD Shipment Report –Advanced LED+3D, shows that 3D LCD TV panel shipments leapt year on year by 104% to 1.9 million units in Q1’11.
In all, this means that 3D represent 3.9% of all LCD TV panels shipped by manufacturers who expect 12.3% 3D TV panel penetration by the end of in 2011, with the key Q4 period alone showing a 16.8% share of sales. DisplaySearch expects even brighter times ahead for 3D in a year’s time predicting that just over a fifth of all LCD sets will be 3D-compatible by the end of 2012.
Yet the report also conceded that a lot of work needs to be done to stimulate market demand for 3D. It says that LCD TV panel makers are employing a number of key market boosting strategies such as 3D price premium reductions; improving the 3D viewing experience, including reducing and using shutter glasses to enhance viewing; improving 3D glasses, including the development of cheaper, more user-friendly, fashionable and comfortable eyewear; not sacrificing 2D quality of sets, including full HD picture quality and high brightness.
“LCD TV panel makers are leveraging 3D as an important feature to rejuvenate TV market demand, in the hope that 3D provides a new viewing experience for consumers,” said David Hsieh, Vice President of the Greater China Market for DisplaySearch. “The addition of 3D is attractive to panel makers because the price premium can help them increase average selling prices. Of course, there are many challenges for the industry in promoting 3D LCD TVs to end users, such as inadequate 3D content, the presence of flicker or crosstalk that can cause dizziness, price, uncomfortable glasses, and confusion about different 3D technologies.”