New York Times: At present, 3D TVs make up only 2.5% of the market for new sets. As Jared Newman of the New York Times reports, cost is one of the main obstacles to wider adoption. On average, 3D sets cost $1200 more than otherwise comparable 2D sets. Moreover, the 3D sets marketed by Panasonic, Samsung, and Sony require electronic glasses that cost $150 a pair. Technology that enables viewers to use cheaper glasses also raises the price of the set. Still, now that more than half of Americans have seen at least one 3D movie, TV makers are optimistic that adoption will increase as prices inevitably decrease.