Without any doubt, the future of 3D technology and 3DTV’s is a hot topic in the consumer electronics segment. While 3D movies are making a killing in the theaters worldwide (Titanic 3D was the best movie opening in China in quite some time), nobody can deny that there is a lack of content for the home.

Jurgen Boyny, Global Director at GfK Retail and Technology, Consumer Electronics
Jurgen Boyny, Global Director at GfK Retail and Technology, Consumer Electronics

During the IFA Global Press Conference 2012 event that recently took place in Dubrovnik, Croatia, executives from retail sales analyst firm GfK gave out quite surprising sales trends in the EMEA region. According to Jurgen Boyny, Global Director for GfK Retail and Technology, growth of demand for 3DTV surprised the industry in the second half of 2011. Furthermore, the growth in 2012 accelerated and GfK now expects to see the growth opportunity of no less than 122% during 2012. This is even higher adoption rate than Smart TV, which is expected to grow by 56%, or LED TV, a nice marketing name for LED-backlit LCD TV’s.

PTV/Flat TV Sales in Top 13 European countries... watch out for 3D-enabled devices

When you take a look at European flat-panel market, the results are unanimous across the board – for example, Germany ended 2011 with 16.1% 3D-enabled TVs. In January 2012, that percentage grew to 29%. Most aggressive country is Switzerland, which ended 2011 with 24.1% 3D-enabled TVs, growing to 42.3% in January 2012.

Representatives of GfK reminded us of the situation just three quarters ago, when potential clients were quite vocal why they don’t want to purchase a 3DTV. As you can see in the image below, the situation was quite problematic for 3DTVs:

One of gloomy reports about 3DTV's from the summer of 2011. However, the market opinion changed dramatically...
One of gloomy reports about 3DTV’s from the summer of 2011. However, the market opinion changed dramatically…

Yet today, the situation changed and 3DTVs are growing in a lot of developed markets like no tomorrow. Europe is not the only one, as developed Asian markets are also adopting 3DTVs. One of key drivers for the adoption of 3DTV are – children. While the problem in 2010 was the lack of 3D content, the fact of the matter is that most of 3D content targets children and that target group is most vocal when it comes to enjoying the 3D content. If we take a look into the world of age-adjusted content, vast majority of animated movies is created using 3D, and the revenue share between 2D and 3D versions passed 20:80 ratio a while ago.

Time will tell what the market can accept or not, but regardless of what our or your opinion might be, 3DTV is here to stay.