MANHASSET, NY -- In a recent report anecdotal evidence of calculations of energy costs using real utility bills show real payback for buying a LED-backlit TV over CCFL.
The problem is there is a disconnect between technology push and marketing pull in the TV industry, according to market research firm DisplaySearch.
A recent report warns that what is becoming a commodity business can be turned to a value-add to the consumer and allow TV providers to set prices at a premium.
Paul Gray, Director, European TV Research, DisplaySearch, in his latest blog claims the "payback time for an entry-level LED-backlit TV is under four years in California, and under two years in Europe."
Gray is dumbfounded that rather than highlighting the energy efficiency benefit to consumers of LED-backed LCD sets, set makers appear to be complaining that LED backlights cost too much and they are retreating from their plans to switch to LED.
Gray also found reluctance by TV makers to emphasize the energy efficiency advantages of LED-backed LCD because TV makers seem to think that consumers would be unable to understand the issue of energy consumption. "This is an amazing lack of understanding, given that in markets like white goods, consumers routinely use energy consumption as a point of comparison," said Gray.
Looking at the marketing of TVs, one would think that all consumers care about is 3-D, comments Gray. "This is symptomatic of an industry that is removed from its end-customers."
A new research report by DisplaySearch shows that consumers are far more sensitive to power consumption than 3-D.