TV sales in Australia have fallen 19% in the last quarter according to GFK with several distributors of branded home theatre kits reporting a significant knock on effort as sales slump.Overall mass retailers such as Harvey Norman and Dick Smith are now reporting sales declines in some categories of up to 30% as consumer turn to Smartphones and tablets as their preferred consumer electronics purchase. According to several distributors and direct vendors of receivers and all in one home theatre kits sales are down between 20 and 22%.
Research group GFK said that in 2009 and early 2010 60% of all sales in the consumer electronics market were TVs which are now in free fall despite significant discounting by both vendors and retailers.
The European research company also claims that strong unit sales of TV in the past have balanced out the significant price deflation in this category. However, with unit growth beginning to slow, 40% in quarter 2, 19% in quarter 1 coupled with the erosion of average prices accelerating at the premium LED and 3D TV end of the market, “value spend simply cannot be maintained”.
GFK data shows that the average price of a TV fell 18% in the last quarter.
Globally sales of TVs are starting to fall as stock in the channel mounts.
According to DisplaySearch shipments of TVs have fallen from 20% growth to 9% growth globally in the last quarter.
They said that shipments of 59.8 million TVs were better than expected during the last quarter. It also appears that consumers are gravitating back to plasma as their preferred TV choice with sales of plasma TV’s up by 35% Y/Y to more than 4.8 million units.
In comparison LCD TV shipments grew 22% Y/Y to 45.7 million units.
“Consumers are clearly focusing on value right now, which is one of the reasons why plasma TV growth has been so strong this year after a 1.5% global shipment decline in 2009,” noted Hisakazu Torii, Vice President of TV Research for DisplaySearch.
Display Search said that LED Backlight TVs continue to grow though demand is slowing they claim.
After more than doubling in Q2’10, the share of LED backlights in LCD TV shipments increased just 5 percentage points to 23% in Q3’10.
This they claim could lead to further discounting of backlight LED TV’s during the next three months as vendors look to clear stock.
Globally Samsung was the #1 brand on a revenue basis in every region it operated in, with the exception of China where domestic brands dominate. Samsung did, however, fall to #2 in LCD TVs on a unit basis in the USA where surging shipments led Vizio to #1.
Samsung’s global TV market share, on a revenue basis, fell about 3 percentage points in Q3’10 to 21.3%, mainly as a result of share growth by other brands.
LGE was the #2 brand worldwide at 14.0%, down about a point from Q2’10. LGE was #3 in both LCD and plasma TV revenues.
Sony rounded out the top three brands in global flat panel TV revenues during Q3’10, also falling by about a percentage point to 11.3%, but posting stronger Y/Y revenue growth than either LGE or Samsung.
Only Sharp had stronger annual TV revenue growth, based on the strong growth in Japan, where Sharp is #1. Panasonic was the #1 plasma TV brand, and #4 overall.