Advanced Television

Research: 3D sets sales slow

June 30, 2011

Sales of 3D TV sets are expected to slow this year, with only 1.8 million or about 2 per cent of all US TV homes owning a 3D set by the end of 2011, according to a new report from SNL Kagan, which is also predicting that growth will return in 2012 and beyond, as 3D set penetration grows from about 5 per cent in 2012 to 21 per cent in 2015.

The Future of 3-D and Internet TV report predicts more robust growth of Internet connected TV, with the penetration of Internet TV hitting 14 per cent of US TV homes by the end of this year as 8.4 million net new homes acquire connected sets. The report puts penetration of connected sets at about 6 per cent in 2010.

Overall SNL Kagan is predicting that about 23 per cent of all US homes will have at least one Internet-connected TV set or Blu-ray player in 2012 and that the proportion will hit 51 per cent by 2015.

While 3D sets are moving into the home at a much slower pace, the report expects the adoption of 3D to take about the same time as HD and would be in line with previous TV technology launches for color TV, digital TV and HD TV, which took 10 to 15 years.

The report also notes that the lack of 3D content has slowed sales but that the ongoing popularity of 3D sports and theatrical films indicate that some successful business models are being put together for 3D content that will help sustain the technology in the future.

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