/// This Just In: 3-D Isn’t a “Crucial” Television Feature

May 21, 2012  |  All Things Digital


Sales of 3-D TV sets might be inching up, but that still doesn’t mean that many consumers are watching 3-D content at home. That’s according to the latest data from the NPD Group’s retail tracking service . Sales of 3-D TVs in the U.S. grew 74 percent in units over last year, with 3-D TVs accounting for 11 percent of all flat-panel sales in the first quarter of 2012, the report says. But despite the growth in sales, and the fact that some consumers are wowed by 3-D demos, “just 14 percent of consumers … say 3D is a ‘must have’ feature while 68 percent say it’s a ‘nice feature to have they may use in the future.’” The obstacles to greater 3-D penetration are the usual suspects, NPD analyst Ben Arnold says. The overwhelming majority of consumers consider 3-D glasses a drawback to the technology, with glasses-free 3-D still far from being perfected; 14 percent say the lack of 3-D content is a deterrent (though that reason is weakening, as more content creators put out 3-D programs). Cost is also a factor when it comes to newer, souped-up TVs. NPD says the average prices of 3-D TVs in April were 33 percent lower compared to April 2010, but a recent report from IHS iSuppli says that average prices of 3-D LCD TVs actually crept up a teeny bit from December 2011 to April of this year, to $2,492. So why buy a 3-D TV if you’re not going to use it for 3-D? Well, for one thing, as noted here , “3-D” has been shifting from the main selling point in TV marketing schemes to an add-on feature that happens to be included in high-tech TV sets, so some consumers are buying 3-D-equipped TVs even if they’ve not totally bought into the tech

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This Just In: 3-D Isn’t a “Crucial” Television Feature


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