SANTA CLARA, CA – Worldwide television shipments experienced their steepest decline in three years, dropping 8% year-over-year in the first quarter of 2012, according to a new report from NPD DisplaySearch.
The research, Advanced Quarterly Global TV Shipment and Forecast Report, noted that the biggest contributor to this decline was a slowdown in shipments of LCD TVs, for the first time in the history of the category, dropping by more than 3% to 43 million units.
Despite the weak results on a unit basis, demand for larger sizes continues to grow, the report continues. The market share for 40” and larger TVs increased from just under 31% a year ago to more than 37% in Q1’12 with total unit shipments for 40”+ rising by 12%. Larger sizes have become much more affordable, with 40-44” LCD TV seeing average prices below $600 and new 50” LCD TVs selling for less than $1000, joining 50”-class plasma TVs that have been selling for less than $700 for several quarters now.
Other highlights from the research include:
– CRT demand is higher than LCD TV in emerging markets, but LCD TV is capturing market share at 40” and larger screen sizes because of a sharp decline in plasma TV demand;
– The popularity of plasma TV among consumers is waning, and a large majority of the recent shipment volume remains centered on low-priced 2D HD models, indicating consumers are buying on price when shopping for plasma;
– 3D shipment share continues to grow, albeit more slowly in recent quarters, rising to just over 14% of total TV shipments and 16% of flat panel TV shipments. Demand for 3D in emerging regions is slightly higher than in developed regions;
– China remains the #1 region for TV shipments at 20% of all units shipped during the quarter, followed by Asia Pacific (which includes India, Korea, and Australia), and then North America and Western Europe;
– Samsung’s global flat panel TV revenue share remained around 26% and was the only one of the top five flat panel TV brands on a revenue basis to show year-over-year growth during Q1’12. It was also the top brand in the key segments of LCD TV, 40”+, LED-backlit LCD, and 3D TV. LGE was the #2 brand, followed by Sony.
