Sales of 3DTV in 2010 expected to come in at 3.2 million

Despite a huge push by the Consumer Electronics industry at the January 2010 Consumer Electronics Show in Las Vegas, worldwide sales of 3DTVs totalled just 3.2 million units in 2010 according to a recent DisplaySearch report.

With Global television sales expected to have come in at around 242 million units in 2010, it means 3DTV sets accounted for only about 1.3% of overall sales.

Researchers say the primary reason for lacklustre sales was the lack of 3D content and clunky overpriced glasses.

“TV manufacturers really got ahead of themselves in 2010, and they forgot that a TV is a tool to watch content,” said Paul Gray, Director of TV Electronics Research at DisplaySearch. “People will only buy a 3D TV if there is enough content to watch, and in 2010, there simply was not enough 3D content available.”

The company’s research shows that only 40 3D Blu-ray disc titles were available across all genres at the end of 2010, hardly enough to drive consumers into local big box retailers.

Despite the slow start, Gray believes that 3D will become a compulsory feature in coming years. Going forward, DisplaySearch predicts that about 18 million 3D sets will be shipped in 2011, rising to over 91 million in 2014.

Source: DisplaySearch

In its report, DisplaySearch also examined systems with 3D passive glasses, which launched in China in December 2010. These are being offered as an alternative to the existing shutter glasses types, which have significant drawbacks, including high costs, weight, the need for re-charging, and limited interoperability.

“What is disturbing, though, is the prospect of a format war,” said Gray. “It would be very damaging and consumers would opt to wait if they sense obsolescence, especially when they are already cautious about spending.”

Discuss 3DTV in Digital Home’s HDTV discussion forum.


2 Responses to “Sales of 3DTV in 2010 expected to come in at 3.2 million”
  1. ScooterMcTavish says:

    Hahaha! I think the manufacturers are a bit off in their estimates. Forecasting 600% of 2010 sales in 2010? Then another 250% of this in 2012? Hopefully this fad will die its deserved death by then.

  2. Nazgul says:

    Love the new Panny 3DTV I picked up just before Christmas. I play 3D PS3 games on it, have watched a few 3D BD movies (Avatar, Despicable Me, Polar Express, Monsters & Aliens), watched some 3D Soccer and Golf, and have been very impressed with the programming.

    Everyone I have had view the programming has raved positively about the 3D effect. Sure the glasses are a bit of a hindrance, but it’s not a big deal…and I wear prescription glasses.

    The content will come. I have absolutely no love for Rogers, but their 3D preview channel (900) is a great sample of 3D programming that is to come.

    Till then, I see it as a fantastic 1080p Plasma HDTV that just happens to have the ability to view 3D content.