MANHASSET, NY -- The TV business is maturing as reflected in global TV unit shipments rising only 0.1 percent in 2011 and expected to rise only 2 percent to 254 million units in 2012, according to the latest NPD DisplaySearch report.
“Because price reductions are not as vigorous as a few years ago, partially due to a mature manufacturing base but also because of transitions to advanced features like LED backlights and 3-D, consumers are becoming more willing to wait for peak sale periods to purchase,” said Paul Gagnon, Director of North America TV Research, in a statement.
LCD TV continues to be the dominant flat-panel technology on a unit and revenue basis and has narrowed the pricing gap with plasma at many sizes. NPD DisplaySearch expects this to continue and has reduced its forecast for plasma TV.
LCD is now a strong competitive technology at all sizes and should climb to more than 95 percent share by 2014 as CRT fades and OLED is slow to grow.
Shipments of 40in. and larger set LCDs are expected to grow 12 percent in 2012 while lower than 40in. sets will decline 3 percent. Sizes up to 50in. will have average prices below $1000 in 2012. Even in China, shipment share of 50in. and larger sizes is growing strongly and may become the only region outside of North America to reach 10 percent 50in.+ mix of unit shipments by 2015, according to the market research firm.
The share of LED backlights in LCD TV shipments is expected to be about 46 percent in 2011, rising to nearly 68 percent in 2012. 3-D will account for around 3 percent of LCD TV units this year.
On the other hand, plasma TV shipments are projected to fall to less than 10 million units by 2015. Globally, 3-D TV is expected rise to more than 100M units shipped by 2015.
The first OLED TV shipments are expected in the second half of 2012, but due to prices that are expected to be well above $4000 initially and remain significantly higher than mainstream high-end LCD TVs, will only grow to about 2.5 percent of the 40in.+ segment by 2015.
Emerging regions will account for the majority of flat panel TV growth over the next four years, averaging 11 percent growth each year, while developed regions decline an average of 1 percent each year. China has become the largest market for flat panel TVs and will continue to be throughout the forecast period. The Asia Pacific region is positioned for strongest growth as the late-adopting India market begins to boom, according to the report.