3D LCD TV Panel Penetration Expected to Reach 10% in 2011

Shipments of 3D LCD TV panels reached 6.6 million units in Q3’11, accounting for 27% growth Q/Q. The pattern retarder type and shutter glass type are growing by 34% and 23%, respectively. According to NPD DisplaySearch Quarterly Large-Area TFT LCD Shipment Report – Advanced LED + 3D, panel makers are targeting very strong 30% growth in 3D LCD TV panel shipments for Q4’11. Downstream manufacturers and brands are continuously promoting 3D, and end-user awareness and interest are growing. In Q3’11, 3D TV panel penetration in total LCD TV panel shipments reached 12%.

“The 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,” noted David Hsieh, Vice President, Greater China Market for NPD DisplaySearch.

While LCD TV panel shipments did not grow in Q3’11, 3D panel shipment growth was healthy, and panel makers are targeting 30% Q/Q growth for Q4’11. 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% (4% pattern retarder type and 6% shutter glass type). Furthermore, with the launch of a series of newly developed low-cost 3D solutions, panel makers are targeting 20% 3D penetration in LCD TV panels by Q3’12. This level of 3D TV penetration may lead to more content availability.

In addition to 3D TV, panel makers are aggressively promoting 3D monitor panels, especially for consumer entertainment PC and game markets. 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 Q2’12 onward. This is up from 250,000 units in Q3’11.

Table 1: Q3’11 LCD TV Panel Shipment By 2D and 3D (Shares)

Source: NPD DisplaySearch Quarterly Large-Area TFT LCD Shipment Report – Advanced LED + 3D

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