Trends Report

3D TV Fails To Inspire Consumers In 2010

Most People Are Happy To Wait To Upgrade To 3D TV

August 6th, 2010
With contributors:
Nick Thomas , Annie E. Corbett


At the opening of 2010, the world's largest TV manufacturers came to the Consumer Electronics Show (CES) full of heady promises about the future of 3D TV. Despite the success of 3D films at the box office, however, many challenges face 3D TVs at home. Consumer interest is low, hardware prices are high, and content is scarce. The path to overcoming these challenges in the long run starts with targeting the most likely base of buyers in the short run. Our surveys reveal the 11% of online adults in the US on whom TV product strategists should focus their device, marketing, and content strategies. Even with that focus, sales of 3D TVs in the US will stay well below a million units in 2010.

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