3D TV Sales Rising; 3D Viewership Not So Much
(May 22, 2012)
-- Sales of 3D TV are rising, but a new NPD study suggest that
consumers aren't buying them to watch shows in 3D.
The research group has found that just 14 percent of consumers
who are interested in, or expect to purchase a flat-panel TV in
the next six months, say 3D is a "must have" feature. This might
seem counter to NPD's finding that sales of 3D sets rose 74
percent in units last year. But many newer models sets today
come with the 3D feature and NPD says they are being sold for
reasons besides 3D.
“3D has been a success for
the television market from a sales perspective.” said Ben
Arnold, director of industry analysis for The NPD Group.
“However, few consumers cite watching content in 3D as a reason
for purchasing a TV, indicating that other factors such as
screen size, resolution, and Internet connectivity hold more
NPD adds that wearing 3D glasses, the cost of 3D sets and
accessories, and a lack of 3D content remain the biggest
obstacles to 3D TV adoption. Among consumers not interested in
3D TV, 14 percent say content availability is an important
The research group adds that movies, gaming and sports are
"essential to growing 3DTV ownershp. Nearly six in 10 sports
fans are interested in watching games and matches in 3D."
Another hopeful stat for 3D advocates: 68 percent of likely TV
buyers say 3D is a "nice feature to have they may use in the