Sales of flat panel TVs are set to reach 228 million units in 2010 as 3D, LED backlighting, and internet connectivity become more prevalent in the market says research company DisplaySearch.DisplaySearch claims that 2009 was a robust year for the overall flat panel TV market, with total units rising worldwide by more than 32 per cent, very similar to 2008 growth rates. Price erosion was the major factor contributing to the excellent growth in 2009, with LCD TV average prices falling 24 per cent from 2008, much more than any preceding year.
Given the strong result in 2009, DisplaySearch has increased its worldwide TV market forecast for 2010 by more than 10 million units to 228 million units.
DisplaySearch’s Vice President of TV Market Research, Hisakazu Torii said, “The rapid transition to flat panel technologies in emerging markets and the robust level of growth even in mature markets has led us to improve our outlook for 2010. This is especially true for LCD TVs, which are now projected to exceed 180 million units in 2010, a 24% increase over 2009. This is helped by the introduction of new technologies like 3D, as well as the expansion of newer features like LED backlights and internet connectivity.”
DisplaySearch said that this year, volume-weighted average prices are only projected to fall by 5 per cent for LCD TVs and 10 per cent for plasma TVs.
“The reasons for the more modest decline are renewed growth in larger screen sizes, the fact that prices fell so far in 2009, and the increased share of more expensive LED-backlit LCD TV models, which carry a notable premium,” said the company.
Plasma TV unit shipments are expected to rise about 6 per cent in 2010 to just over 15 million units, after a 2 per cent decline in 2009, aided by more robust 40-inch and above growth and the introduction of 3D plasma TVs from a number of different manufacturers.
The LCD TV shipment outlook has been increased to 180 million units in 2010, driven in part by the rapid expansion of LED backlit models. “For 2010, companies throughout the supply chain are gearing up for a more aggressive rollout of LED models,” added DisplaySearch.
The high frame-rate segment of the LCD TV market also continues to expand, with 100Hz and higher frame rates accounting for about 22 per cent of LCD TV unit shipments in 2010. At larger screen sizes, the 100Hz+ share jumps to more than 50 per cent.
