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WitsView: High Pricing, Only 2% Consumers Would Buy 3D TV

13 July 2010 Display

Without question, 3D is the current hottest topic in market. It’s been attracting numerous spotlights lately with the launch of 3D TVs and the 3D broadcasts of 2010 FIFA World Cup. Yet, does it mean that consumers are willing to spend a lot of money on a 3D TV because of all the attention it’s been getting?
WitsView, a research division of TrendForce, conducted an online survey on consumers’ purchase intention toward the price gap between 3D TV and CCFL TV. In terms of the purchase attitude for 3D TVs, consumers can be divided into three groups based on the result.
First of all, 44% of consumers will NOT buy a 3D TV no matter what the price gap is. An analyst at WitsView indicated that in spite of the various and indefinite development of 3D technology , a leading specification hasn’t surfaced yet. Furthermore, limited 3D broadcast content mirrors its immature viewing environment. Therefore, this group of consumers reflects many rational consumers’ point of view, and most of them decide to take a wait-and-see attitude toward 3D TVs.
Second of all, 54% of consumers will selectively put 3D TV on their buying lists if the price gap is within 20~100%. However, based on WitsView’s latest survey on end-market TV pricing, take North America, the most mature market, for example, the price gap between 3D TV and CCFL TV in same size is 130~180% apart. This huge price gap paints a far different picture than consumers’ expectations.
Last but not least, at current stage, merely 2% of consumers will buy a 3D TV without considering the price gap. The ratio is relatively low. According to WitsView, even though 2010 is generally regarded as the first year of 3D era, there are still many critical factors pending; more specifically, technique, cost, price, and content.
The popularization of 3D panels and 3D chips indicates that 3D technique is taking another step closer to a more mature level; further, it also reflects the lower cost threshold, which allows more TV brands to enter 3D TV battlefield.
When the competition becomes more intense, the price cut in 3D TV will certainly become larger. Thus, a consumer-acceptable pricing will be gradually emerged. Once the market expands, more 3D content will be naturally stimulated. On the other hand, since there are many aspects involved, it will take at least two years to bring out a such mature 3D viewing environment, says WitsView.




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