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3DTV Shipments In N. America Forecast To Grow Fivefold In 2011

Posted by Eric Smith on

3DTV Shipments In N. America Forecast To Grow Fivefold In 2011 Research Firm IHS iSuppli Cites Price Drops and More 3D Content By Todd Spangler -- Multichannel News, 5/5/2011 3:26:33 PM Citing lower set prices and greater availability of 3D content, research firm IHS iSuppli projects 8.2 million 3DTVs will ship in U.S. and Canada this year -- more than five times the estimated 1.49 million that moved in 2010. In 2012, shipments for North America are expected to double, to 16.99 million units, and climb to 34.67 million by 2015, according to IHS iSuppli. TV manufacturers experienced a "lukewarm response to 3D in 2010 when consumers balked at the high price of sets and the lack of 3D content," IHS iSuppli analyst Riddhi Patel said. They have changed marketing tactics to promote 3D "not as a must-have technology but as a desirable feature, similar to the approach they have taken with Internet connectivity." Prices for 3DTVs fell 9% during March 2011 compared with February, according to IHS iSuppli. Also expected to help set sales is that 3D networks from ESPN and 3net are now available to U.S. viewers, with more programming to be available this year, the firm noted. Worldwide, IHS iSuppli projects 3DTV unit shipments will reach 23.4 million units in 2011, up from 4.2 million units last year. Global shipments will top 100 million units by 2014 and hit 159.2 million in 2015, the firm estimates. Liquid crystal display will remain the dominant technology for 3DTVs, accounting for 83% of sets sold in 2011, according to IHS iSuppli. The firm said the most popular 3DTV size during 2011 worldwide will be in the 40- to 41-inch range, representing about 3.3 million of all units shipped, followed by the 55- to 59-inch range with 2.9 million units and the 45- to 46-inch range with 2.7 million units.

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