Survey: 3DTV adoption to hit 15 million next year

Futuresource Consulting study finds nearly 15 million 3DTVs will be in U.S. homes by the end of 2012. Moreover, 3D Blu-ray films will take up a larger slice of disc sales going forward.

CNET Asia

About 15 million 3DTVs will be in homes across the United States by the end of 2012, a study released today by Futuresource Consulting claims.

If sales hit that mark, it would represent a notable uptick in 3DTV sales. A previous study from Futuresource found that 4 million 3DTVs were sold worldwide last year and only 8 million will be purchased around the world in 2011. Out of that 8 million, the research firm believes 5 million will be purchased for use in the United States.

The growth of 3DTV adoption will rely upon the availability of 3D content, Futuresource says. The company claims broadcast content will not only get 3D to consumers, but also play a role "in educating the consumer and driving awareness." In North America, 11 3D services, 2 3D channels, and 6 video-on-demand offerings were available to customers at the end of 2010, Futuresource said.

As more customers buy 3DTVs, Futuresource sees a positive impact on disc sales, as well. The research firm said 3D sales accounted for less than 1 percent of Blu-ray revenue in the U.S. last year, but will reach approximately 25 percent in 2015. Sales of 3D Blu-ray discs this year will likely be led by "Harry Potter" and "Transformers," the research firm noted.

However, trying to get the entire market to warm to 3DTV could be an uphill battle for vendors.

In September, Deloitte released a study that found 83 percent of consumers don't believe 3D is enough to make them want to purchase a new television. Even worse for companies, 30 percent of respondents balked at the idea of having to wear 3D glasses.

Deloitte found that 31 percent of those surveyed said they don't believe 3D can "enhance their entertainment experience." Another 13 percent of respondents said 3D programming makes them "physically ill [or] uncomfortable."

 

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