• by Aaron Baar , July 5, 2011

The price of 3D televisions could drop markedly by the holiday season, but that still may not be enough to make the technology, which faces a host of other challenges, will catch fire with consumers.

According to consumer electronics shopping site Retrevo.com, the price differential between 3DTVs and flat-screen HDTVs could drop to $150 by November, down from its current differential of $400 and significantly lower than the $900 premium found during the holiday season last year. According to Andrew Eisner, director of content for the site, price is the biggest barrier to consumer adoption for the technology. And a lower premium for the TVs could increase demand.

"In all of the surveys we've done, price comes in as the number one reason people don't buy 3DTVs," Eisner tells Marketing Daily. "All things being equal, what we're saying is that consumers will go for [3DTVs], even if it's only for the odd movie or sporting event."

Even with the price coming down, however, there are still several obstacles to widespread consumer acceptance, not the least of which are content availability and the price of accessories such as glasses. In April, the NPD Group reported consumer awareness of LCD 3DTVs increased to 36% in February 2011 from 28% in September 2010. At that time, the market research company also noted that with the decline of price premiums for the devices, inhibitions over purchasing accessories such as glasses increased.

And though the content picture is improving (particularly with networks such as ESPN offering full-time 3D outlets), consumers are still wary of bringing the technology into their homes.

"Sporting events are a fun experience, [but] we're still waiting for the next 'Avatar," Eisner says. "3DTV is in an interesting place. If anything's going to [move it forward], it's going to be price. But I'm not going to go out on a limb and say it's going to push it over the edge. Consumers are still not that hot on it."