Shipments of stereo-3D (S3D) reached 10% of all LCT TV panels last year and that share will only grow going forward. Since TV makers will continue to lower prices on S3D HDTVs, more and more customers will adopt the new type of TV-sets despite of lack of content nowadays.
“As brands continue to promote 3D, end-user awareness and interest is growing. While there are still concerns about the lack of 3D content and services, as well as end-users’ needs, LCD TV panel makers have pushed 3D capability via lower prices and the introduction of new, cost-effective technologies,” said David Hsieh, vice president for greater China market for NPD DisplaySearch.
Shipments of stereo-3D LCD TV panels spiked to 7.8 million in Q4 2011, up 26% quarter-over-quarter. As a result, total 3D TV panel shipments in 2011 reached 21.2 million, accounting for 10% of all LCD TV panels shipped according to the NPD DisplaySearch. Panel makers are targeting very strong growth of 138% for 2012, which would lead to S3D LCD TV panel shipments of 50 million units, for a market share of 21.6% of all LCD TV panel shipments.
According to the report, shutter glass technology use is still larger than patterned retarder technology, with 6.2% penetration in total LCD TV panel shipments in 2011, with patterned retarder accounting for 3.9%. According to the NPD DisplaySearch estimates of panel makers’ shipment targets, 2012 penetration rates will increase to 11.6% for shutter glass type and 10.0% for pattern retarder type.
“Many TV brands have started to list 3D as a basic feature for their models above a certain level. This, along with reduction in 3D panel premiums, will be the main driver for 3D penetration in TV panels. Meanwhile, improvements in patterned retarder film manufacturing and lamination stability will increase output through yield rate enhancement,” added Mr. Hsieh.
In addition to TV, panel makers are aggressively promoting 3D monitor panels, especially for consumer entertainment and gaming PCs. In 3D LCD monitor panels, pattern retarder manufacturers are more aggressive than shutter glass makers. Panel makers are targeting shipments of more than 1.5 million per quarter from Q2 2012 onward. This is up from 235K in Q4 2011.