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3D Flat Panel Adoption Declines in North America
NPD DisplaySearch report shows dip in penetration of 3D flat panel displays, just the opposite of growing 3D trend in projection category.
Consumer behavior and TV set maker strategies are resulting in widely diverging product ranges across the world. While the industry is global, regional differences are increasing. For 3D, the most enthusiastic regions are Western Europe and China, while the mix of 3D in North America actually declined in Q3’11, according to the Q4’11 NPD DisplaySearch Quarterly TV Design and Features Report.
”We were surprised to find that 3D appears to be a far more popular feature in China than North America, and the penetration rate was two times higher in the last quarter,” says Paul Gray, director of TV electronics research, NPD DisplaySearch. “Our report also indicates that North American and Japanese 3D penetration is lower than the Middle East.”
The report finds that North American consumers favor large, inexpensive TV sets with fewer features, unlike other regions. Chinese consumers are enthusiastic about richly-featured sets with 3D, LED backlighting and smart TV capabilities.
The 3D slowdown in displays is just the opposite of what appears to be happening with 3D projectors, which grew 121 percent in Q3, according to a recent report from Quixel Research.
3D Penetration as a Percentage of TVs Shipped
Source: NPD DisplaySearch Quarterly TV Design and Features Report
”We were surprised to find that 3D appears to be a far more popular feature in China than North America, and the penetration rate was two times higher in the last quarter,” says Paul Gray, director of TV electronics research, NPD DisplaySearch. “Our report also indicates that North American and Japanese 3D penetration is lower than the Middle East.”
The report finds that North American consumers favor large, inexpensive TV sets with fewer features, unlike other regions. Chinese consumers are enthusiastic about richly-featured sets with 3D, LED backlighting and smart TV capabilities.
The 3D slowdown in displays is just the opposite of what appears to be happening with 3D projectors, which grew 121 percent in Q3, according to a recent report from Quixel Research.
3D Penetration as a Percentage of TVs Shipped
Source: NPD DisplaySearch Quarterly TV Design and Features Report
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About the Author
Jason Knott, Editor, CE Pro
Jason has covered low-voltage electronics as an editor since 1990. He joined EH Publishing in 2000, and before that served as publisher and editor of Security Sales, a leading magazine for the security industry. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He is currently a member of the CEDIA Education Action Team for Electronic Systems Business. Jason graduated from the University of Southern California.
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