In the third quarter of this year, 3D TV panel penetration in total LCD TV panel shipments reached 12 percent.
of 3D LCD TV panels reached 6.6 million units in the third quarter of 2011,
accounting for 27 percent growth quarter over quarter, according to a report
from NPD DisplaySearch. The pattern retarder type and shutter glass type are
growing by 34 percent and 23 percent, respectively.
DisplaySearch's Quarterly Large-Area TFT LCD Shipment Report - Advanced LED +
3D found panel makers are targeting "very strong" 30 percent growth in 3D LCD
TV panel shipments for the fourth-quarter 2011. Downstream manufacturers and
brands are continuously promoting 3D, and end-user awareness and interest are
growing. In the third quarter of this year, 3D TV panel penetration in total
LCD TV panel shipments reached 12 percent.
TFT LCD industry has been in oversupply for six consecutive quarters, which has
influenced the price premium for 3D panels. While there are still many
questions about the lack of 3D content and services, as well as end users'
needs, LCD TV panel makers have been strongly promoting 3D through lower prices
and the introduction of new, cost-effective technologies," said David Hsieh,
vice president of the greater China market for NPD DisplaySearch.
LCD TV panel shipments did not grow in the third quarter, 3D panel shipment
growth was healthy, and panel makers are targeting 30 percent quarter-to-quarter
growth for the fourth quarter of this year. According to NPD DisplaySearch
estimates based on panel makers' shipment targets, 3D LCD TV panel shipments
will reach 21.5 million units in 2011, with 3D penetration in LCD TV panels of
10 percent (4 percent pattern retarder type and 6 percent shutter glass type).
Furthermore, with the launch of a series of newly developed low-cost 3D
solutions, panel makers are targeting 20 percent 3D penetration in LCD TV
panels by Q3 2012. The report noted that this level of 3D TV penetration may
lead to more content availability.
addition to 3D TV, panel makers are aggressively promoting 3D monitor panels,
especially for consumer entertainment PC and game markets, NPD research found.
In 3D LCD monitors, pattern retarder makers are more aggressive than shutter
glass makers. Panel makers are targeting shipments of more than 1.5 million per
quarter from the second quarter of 2012 onward. This is up from 250,000 units
in Q3 2011.
year has been a challenging one for the TV industry. Sluggish consumer demand
in developed regions, like North America, Japan and Western Europe, has led to
poor profitability on the part of TV set makers and panel makers. With supply
chain inventory problems persisting well into midyear, many TV brands cut back
on their shipment plans for 2011 and reduced panel orders in Q3, which resulted
in larger price declines for those core panels. The upside for consumers is more
attractive retail set prices during the upcoming holiday season, particularly
during Black Friday in the United States.