NPD: USA lags in 3DTV but future brighter

NPD: USA lags in 3DTV but future brighter

3DTV sales in North America are the lowest of any region and seems stuck at around 9% of shipments, according to an NPD DisplaySearch report for CES. China leads in 3D adoption.

There is a general dip in emerging markets as consumers appear to be more cautious, however this did not show as a reduction in 3D. In Europe and Japan there was some over-shipment of high-end models in Q2’12 as 2012’s product ranges were introduced.

But there is a rising trend for 3DTV penetration as the feature moves to lower price points in the mid-range.

Meanwhile, “Ultra HD” 4K LCD TV shipments are projected to exceed OLED TV shipments through 2015, according to a forecast published in the NPD DisplaySearch Quarterly Advanced Global TV Shipment and Forecast Report.

This is a result both of the delay in commercialization by OLED TV makers, as well as increased promotion of 4K LCD TVs by several brands. In addition, many Chinese TV brands are currently in the process of launching 4K LCD TVs in the domestic China market. OLED TVs are still expected to launch in 2013, but volumes are expected to be low and prices expected to be very high. 4Kx2K resolution is not exclusive to LCD TV and 4K OLED TVs are also expected to be introduced at some point in premium TV segments.

 — By Scott Hettrick