No-one wants a telly
Soft demand and cautious expectations about the upcoming year in many parts of the TV supply chain have led to a slowdown in LCD TV shipments for the first time.
Paul Gagnon, NPD DisplaySearch Director of North America TV Research said that key component prices, such as LCD panels, are not expected to decline much in 2012. Many brands are concentrating on improving their bottom line. Both of these trends will contribute to slowing unit volume among a price conscious consumer market.
LCD TV shipment share fell slightly from last year due to a seasonal shift to emerging markets where CRT demand is higher, but is up four percentage points from a year ago. LCD TV is capturing market share at 40-inches and larger screen sizes because of a sharp decline in plasma TV demand. The average LCD TV screen size increased 5 per cent passing 35 inches for the first time.
The share of LCD TVs with LED backlights also rose sharply, from 51 per cent last year to 56 per cent. This is because of more affordable direct-type LED-backlit sets which began shipping in this year. Plasma TV unit shipments continued to decline, falling 18 per cent on last year.
The popularity of plasma TV among consumers is waning, and a large majority of the recent shipment volume remains centred on low-priced 2D HD models, indicating consumers are buying on price when shopping for plasma.