TV Sales Something to Watch, Analyst Says
AUSTIN, TX -- Global TV shipments last year far exceeded initial expectations as consumers snapped up discounted products, says a leading research firm.
Overall shipments grew 2% overall to 211 million units, and flat panel TV technologies like LCD enjoyed year-over-year growth, rising 37%, three points faster than in 2008. The fourth quarter showed even stronger year-over-year unit shipment growth, rising 17% overall with LCD TVs climbing 50%, according to DisplaySearch.Strong flat panel TV shipment growth in emerging markets like China (more than 100% growth) led the flat panel share of total annual TV shipments past 75% for the first time, with more than 90% of all TV revenues. Average selling prices dropped faster than in previous years as components cost less and OEMs and retailers took lower margins. The global volume-weighted ASP declined more than 8% worldwide and fell as much as 24% Y/Y for LCD TVs.
The better-than-expected 2009 results clearly demonstrate that consumers still have a strong desire to purchase flat panel TVs, but at the same time are willing to shift their buying behavior to match their budget in a recession-plagued year,” noted Paul Gagnon, director of North America TV market research. “We saw a lot more compromise on size and features in 2009, with a greater number of consumers perhaps opting to upgrade smaller secondary sets and postpone getting a larger living room set than we would have seen in a normal economy.”
For LCD TVs, this means that growth in sub-40” sets outpaced growth of big screens in mature developed markets like North America during 2009, despite the introduction of advanced new TV technologies to larger screen sizes, like LED-backlit LCD TVs and internet connected sets.
