2011 3D TV shipments to soar by 463% to 23.4 million units

According to IHS iSuppli's research, due to the significant change in marketing strategies, coupled with falling prices and increased content supply, global 3D TV shipments in 2011 will soar by 463 percent to 23.4 million units.

This is an alarming growth for 3D, which is a remarkable technology. Its shipment volume will be 5.5 times that of last year's 4.2 million units. It is expected that the growth rate will again reach three digits in 2012, when shipments will increase by 132% to 54.2 million units. By 2014, global shipments will exceed the 100 million mark and hit 159.2 million units in 2015.

In 2010, the market reacted coldly to 3D TVs, and high prices and lack of 3D content all stopped consumers. IHS iSuppli's research shows that this year's TV brand manufacturers have changed their marketing tactics. They no longer regard 3D as a must-have technology, but instead position it as a feature worth looking forward to, similar to the propaganda techniques adopted for Internet connectivity.

Glasses for watching 3D TVs also have more options. Current active shutter glasses can provide better picture quality, while passive polarizing film (FPR) 3D will not only expand the appropriate TV size to 32 inches, but will also reduce the total cost of ownership while making the glasses more comfortable to wear. IHS predicts that by 2015, passive 3D shipments will exceed active 3D.

Brand manufacturers believe that the new promotion strategy will allow consumers to decide whether they want to use 3D when they want, and let them believe that their newly purchased TV will not be out of date. These brand manufacturers point out that this will make consumers feel that they can choose whether or not to use a feature that they already have when they purchased TV, rather than forcing them to purchase some kind of technology that they may not be ready to use.

In order to further encourage consumers to purchase 3D TVs, brand manufacturers are making substantial price cuts. According to monthly U.S. TV price and specification tracking services by IHS iSuppli, the price of 3D TVs in March 2011 fell by 9% compared with February. With the combination of functional characteristics determined by public preferences, prices will change again in the next year. It is expected that this process will encourage consumers of all income levels to accept 3D.

3D broadcasting will also increase to help eliminate the public’s impression of the scarcity of consumable 3D content. Starting from the United States’ launch of the 3D TV service in June 2010 and the same action taken by the United Kingdom in October of the same year, as of the end of 2010, there were more than 80 real-time sources of 3D broadcasting or pay television content worldwide. According to television brand manufacturers, more programs will be launched this year, with the most sports programs, followed by prime time entertainment programs, movies and documentaries.

3D TVs remain attractive

Liquid crystal display (LCD) will continue to be the dominant technology in the 3D TV market, accounting for 83% of 3D TV sales in 2011. The share of plasma technology is much smaller. However, 3D has a higher share in plasma TVs, and plasma TV makers hope this hot technology will help slow down the decline in the plasma market.

The share of 3D TVs in the global flat-panel TV market will continue to rise in the coming years. The share of 3D TVs will jump from 2% last year to 11%, and it will reach 22% next year. By 2015, 3D TVs will account for 52% of flat-panel TV shipments.

The most popular 3D TV size in 2011 will be 40-41 inches, which will account for about 3.3 million units; followed by 55-59 inches, and shipments will reach 2.9 million units; 45-46 inches will be 2.7 million units.