With Bang & Olufsen’s latest non-3D television incarnation: BeoPlay V1, recently hitting dealers’ shelves, it’s interesting to read that 3D has still not made a very big impact in the world of domestic television sets. According to analyst firm, NPD, 3D TV is not something television buyers are interested in purchasing. The firm suggested that the only reason people were actually buying 3D TVs was because of screen sizes: 40inches and above, rather than general interest in image-popping technology. “Even if you don’t want 3D, you might find that the TV you choose supports it anyway, as manufacturers are starting to incorporate it by default” (Source: Computer Shopper Magazine, August 2012, p105)
Globally, 3D televisions account for just 20% of all larger TV purchases and that’s because consumers thought that 3D was merely “a nice feature to have they may use in the future.”
Director of Industry Analysis, Ben Arnold, stated that: “3D has been a success for the television market from a sales perspective. However, few consumers cite watching content in 3D as a reason for purchasing a TV…”
The main reason the technology has been left on the shelves is that viewers are obliged to sit there for the duration of the broadcast or Blu-ray disc wearing 3D glasses. Arnold says that 80% of customers, based upon NPD’s numbers, feel that the “wearing (of) glasses is a hindrance to their adoption of 3D” and offers his point of view that for “new features to become ‘must haves’ for prospective TV buyers, they must enhance, rather than detract from the viewing experience.”
Nevertheless, Arnold managed to spot an emerging trend: “Sales of connected TVs are increasing (nearly 50% year-over-year unit growth in 2011) and connectivity is beginning to weigh into TV purchase decisions (NPD’s Consumer Tracker reports Internet connectivity was cited as an important factor in approximately 20% TV purchases in 2011).”
This was not least because an array of content providers has been lining up for quite some time, each proposing something better than the last.
But on the positive side as far as 3D TV is concerned, according to a report at the end of April 2012, the UK’s own Sky satellite service has plans for the upcoming twelve months in that it has been hinted that a new 3D channel is in the works. Although not officially confirmed it has been whispered that the split into two 3D channels is primarily due to the growing number of 3D TV programmes that the provider has access to.
So, with a summer of sport to look forward to (!), including Euro 2012 and the London Olympics, consumers may be more willing to purchase 3D TV, but possibly not for the tri-dimensional technology incorportated within!
See also 3D Market Research