The latest figures from NPD DisplaySearch, previously just DisplaySearch (renamed 'NPD DisplaySearch' by its parent company, The NPD Group), suggests 3D adoption is more about price than available content. To wit, NPD DisplaySearch calculated 6.6 million 3D LCD TV panel shipments in the third quarter of 2011, accounting for 27 percent growth from last quarter, and it's because prices have come down.
"The TFT LCD industry has been in oversupply for six consecutive quarters, which has influenced the price premium for 3D panels. While there are still many questions about the lack of 3D content and services, as well as end-users’ needs, LCD TV panel makers have been strongly promoting 3D through lower prices and the introduction of new, cost-effective technologies," noted David Hsieh, Vice President, Greater China Market for NPD DisplaySearch.
Underscoring that point is the fact that regular LCD TV panel shipments experienced no growth at all during the same time period. Looking ahead, NPD DisplaySearch forecasts 3D LCD TV panel shipments will reach 21.5 million units in 2011, which would account for 10 percent of the market (4 percent belonging to pattern retarder type and 6 percent to shutter glass type).