CEA Study Indicates U.S. Adoption of 3D TV on the Rise

Approximately 21 percent of U.S. homes now have a 3D-capable television set, after 5.6 million sets were sold in 2012, according to the Consumer Electronics Association. While 3D TV sales have fallen short of industry’s hopes, video viewing in 3D is on the rise, with 42 percent of 3D-capable HDTV owners watching at least five hours per week. “Consumer interest in 3D TVs and 3D content continues to grow as ownership rates increase,” says Kevin Tillmann, a senior research analyst at CEA.

The estimated 5.6 million 3D sets sold in 2012 represent 18 percent of total TV sales, which is up from 8 percent of total sales the previous year.

“Three years ago, at the 2010 International CES, consumer-electronics makers including Panasonic, Sony and Samsung launched 3D TVs with great fanfare, while Discovery, Sony and Imax announced plans for the dedicated 3net network and ESPN detailed its plans for ESPN 3D,” notes Multichannel News. “After the initial hype, the momentum behind 3D television stalled. But according to the CEA’s research, 3D video viewing in the home is increasing.”

In addition to the 42 percent who watch at least five hours of 3D content per week, CEA reports that 9 percent indicate they’re watching more than 15 hours weekly.

Movies lead the charge with 48 percent noting they watched a 3D Blu-ray disc. Some 42 percent have watched live 3D programming and 30 percent say they have played 3D video games. “Overall, 68 percent of 3D TV owners rate the visual experience of 3D programming as ‘excellent’ or ‘good,’ the CEA found.”

“Continuing to expand and innovate with 3D content will be extremely important for future usage and will continue to drive sales,” suggests Tillmann.