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IHS iSuppli: Sunny Numbers for 3DTV

6 May, 2011 By: Chris Tribbey

Better marketing, attractive promotions, lower prices and more available content all have combined to push 3DTV shipments to an estimated 23.4 million units in 2011, according to a forecast by IHS iSuppli.

With only 4.2 million 3DTVs shipped in 2010, the numbers are very promising for 3D in the home, according to Riddhi Patel, director for television systems and retail services at IHS.

“In a major recalibration effort, television brands are changing strategies this year, following lukewarm response to 3D in 2010 when consumers balked at the high price of sets and the lack of 3D content,” he said. “In 2011, however, brands are marketing 3D not as a must-have technology but as a desirable feature, similar to the approach they have taken with Internet connectivity.”

IHS iSuppli expects triple-digit growth for the category in 2012, with estimated 3DTV shipments of 54.2 million units. By 2014 there should be more than 100 million 3DTVs shipped, Patel said, with 3DTVs accounting for more than half of the flat-panel HDTV market by 2015.

Price is a big reason for the positive 3DTV news: In March the average list price of a 3DTV set fell 9%, compared with February.

As for the type of 3DTV sets in the market, IHS iSuppli sees sets using passive glasses overtaking those using active shutter by 2015, mostly due to better picture quality for passive sets.

About the Author: Chris Tribbey

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