Home / News / TV News / ‘Not much interest left in 3D TV’ says retailer

‘Not much interest left in 3D TV’ says retailer

Luke Johnson


3D Glasses
3D TV interest is dropping, are glasses the issue?

Retailer John Lewis has suggested there is ‘not much interest left in 3D TV’, with consumers turning their backs on extra dimensional viewing in the home.

The must have buzz word of the tech industry in recent years, 3D TV has failed to retain consumer interest following the first novelty, with John Lewis now suggesting “we are not seeing much consumer interest in 3D.” What’s more, with 4K and Smart TVs now grabbing the headlines, 3D appears to have been overtaken as the key reason people are upgrading their sets.

“We don’t see 3D as a big issue,” John Kempner, Vision Buyer at John Lewis said while speaking with TrustedReviews. “There is an interest but it’s not the primary purchase decision anymore.”

Arcing back to past concerns, Kempner has suggested that the need to wear 3D glasses has put many potential 3D TV owners off making the jump to the extra dimension, while limited content remains a further issue for many.

“The usage of 3D for home viewing is very limited,” Kempner said. “As an experience I think people maybe enjoy it at the cinema, but in the home it’s not quite such a wonderful experience because of the requirement to wear glasses.”

Stating that “3D content is still limited,” Kempner claimed that Smart TV has taken over from 3D as the must have feature for those splashing out on a new television.

“I don’t think 3D is as big a story as it was two or three years ago. There is a demand but there is much less noise around it and consumer interest in it now,” the Vision buyer said. “Wearing 3D glasses in the home was always going to be a reason customers didn’t move to 3D. There is no doubt that some of the benefits of Smart TV are of real consumer interest.

Keen to stress that there are still those keen on snapping up a 3D television, Kempner stated: "We do know that some people are still interested in 3D as we are still selling a lot of 3D TVs." He added: "It’s a given anyway in most premium sets now."

Read More: The Best TVs of 2013


June 5, 2013, 2:40 pm

This was obvious, but it's not exactly an issue having to wear glasses, it's having to wear £100+ glasses, which boils down to having to fork out hundreds so your family can all watch 3d together.

The glasses at the cinema are far cheaper, you can't compare them to that. Anyone with kids was never going to let them use the 3d tv without supervision, or at least those of use who consider £100+ glasses to watch it prohibitively expensive.

I know some companies threw in a load of glasses with their tvs, but it's really only passive 3d that was going to stand a chance. That or the cost of the glasses dropped.


June 5, 2013, 4:45 pm

watching stuff in 3D is pretty crap anyway, even with the stupid glasses which you lose and don't fit properly over regular glasses.


June 5, 2013, 5:42 pm

I enjoy my 3D TV very much for movies and gaming, but it will never take off until they are glasses-free.


June 5, 2013, 6:18 pm

The price of the 3D glasses dropped a long time ago. You can get some great glasses for around $35 CDN (£23). Not so great looking ones are even cheaper.



June 5, 2013, 8:00 pm

I can't wait until 3D dies in theaters.

Transplanted 'Nuck

June 5, 2013, 9:10 pm



June 6, 2013, 12:59 pm

I think we need to wait until passive 3D on affordable 4K TVs (costing hundreds rather than thousands of pounds) is with us before we can say it's totally dead. It'll be interesting to see whether 4K can fix all the problems with 3D in the home as it currently exists. It might actually be better than in the cinema, in terms of brightness. But glasses-free, the holy grail, is surely a long, long way off, and by then I suspect we'll all be past caring.


June 13, 2013, 1:05 pm

When in the States, I had the chance to see a 4K TV up in person. Far far far far more appealing than 3D ever was.

comments powered by Disqus