Kagan: In 2015, 3D TV Penetration Hits 25%


As prices drop, nearly one-quarter of U.S. homes are projected to have a 3D-capable set by 2015, according to SNL Kagan. The projected 21% penetration would be up from about 2% (1.8 million) at the end of this year. 

The average price is projected to fall from $1,623 in 2011 to $1,195 by 2015. The figures do not include Blu-ray players or special 3D glasses, which can go for about $100 each.

There should be a far more rapid growth in Internet-connected TVs, which is estimated to reach 14% of U.S. TV homes this year, Kagan says. The figure does not include connections via Blu-ray players or over-the-top devices.

The 14% is up from 6% at the end of 2010.

By 2015, over half (51%) of homes are projected to be able to connect to the Internet through the TV or a Blu-ray player. Kagan says the bulk of new HD and 3D sets on the market and Blu-ray players will facilitate Internet connectivity.

Kagan says with 3D sets, it expects a "mass adoption cycle" similar to the 10- to 15-year cycle of color TVs, digital TVs and HDTVs. So far, a lack of 3D content has slowed sales.



1 comment about "Kagan: In 2015, 3D TV Penetration Hits 25%".
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  1. Michael Kaplan from Blue Sky Creative, June 30, 2011 at 4:25 p.m.

    As long as 3D requires glasses, I can't imagine 20 percent of homes will have a 3D set. Five percent sounds about right. I'm an early adopter of a lot of tech, but I just don't see the advantage of 3D television.

    Heck, I don't see the advantage of 3D movies most of the time.

    On more than one occasion I've had to leave a 3D movie and see the 2D version of the movie instead. I usually have a better time, and leave the theatre without the usual 3D splitting headache. Sadly, for every "Avatar," there are half a dozen "Clash of the Titans."

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