Report: Q1 LCD 3DTV Panel Shipments Up 104%31 May, 2011 By: Erik Gruenwedel
Consumer electronics manufacturers increased shipments of LCD and LED 3DTV panels (used in 3DTVs) by about 1.9 million units in the first quarter — up 104% from the fourth quarter, according to a new report.
Santa Clara, Calif.-based research firm DisplaySearch said the surge represented 3.9% market penetration for 3DTV compared with 2DTVs. It said the industry is on track to reach nearly 17% market penetration by the fourth quarter and 12.3% overall for 2011.
Specifically, shutter glass type 3DTV panel shipments reached more than 1 million units, while pattern retarder-type 3DTV panels followed closely behind with approximately 880,000 units shipped.
“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, VP 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.”
That said, Hsieh agreed there remain many challenges for the industry in promoting 3DTVs to end users, such as inadequate 3D movies and TV content, the presence of flicker or crosstalk that can cause dizziness, price, uncomfortable glasses and confusion about different 3D technologies.”
Indeed, the report found that since the amount of time consumers spend watching 2D content will exceed that of 3D on a 3DTV, it is important to not sacrifice 2D quality, including full HD picture quality and high brightness.
DisplayResearch said some panel makers have developed high-aperture pixel technology to improve vivid full HD picture quality in 2D, as well as high-contrast panel technology to realize real black, even in low gray scales.