Global LCD TV Shipments Fall for the First Time Ever in Q1’12

LCD TV Unit Shipments Fall 3% Y/Y in Q1’12, All Other Technologies Down as Well; Large Sizes Experiencing Strong Growth as Affordability Improves

Sort Date: 06202012

SANTA CLARA, Calif., June 20, 2012—Worldwide TV shipments fell almost 8% Y/Y in Q1’12, the steepest rate of decline since Q2’09. Total TV shipments for the quarter were 51M units, according to the latest release of the NPD DisplaySearch Advanced Quarterly Global TV Shipment and Forecast Report. The biggest contributor to this decline was a slowdown in shipments of LCD TVs, which fell year-on-year for the first time in the history of the category, declining just over 3%, to 43M units.

“Soft demand and cautious expectations about the upcoming year in many parts of the TV supply chain have led to a slowdown in shipments,” noted Paul Gagnon, NPD DisplaySearch Director of North America TV Research. Gagnon added, “Key component prices, such as LCD panels, are not expected to decline much in 2012, and many brands are concentrating on improving their bottom line. Both of these trends will contribute to slowing unit volume among a price conscious consumer market.”

LCD TV shipment share fell slightly from Q4’11, due to a seasonal shift to emerging markets where CRT demand is higher, but is up four percentage points from a year ago, to 84.2%. LCD TV is capturing market share at 40” and larger screen sizes because of a sharp decline in plasma TV demand. The average LCD TV screen size increased 5% Y/Y in Q1’12, passing 35” for the first time, with gains in both emerging and developed markets. The share of LCD TVs with LED backlights also rose sharply, from 51% in Q4’11 to almost 56% in Q1’12, 20 percentage points higher than a year ago because more affordable direct-type LED-backlit sets began shipping in Q1’12.

Plasma TV unit shipments continued to decline, falling 18% Y/Y in Q1’12 after an 8% decline in Q4’11. 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.

Despite the weak results on a unit basis, demand for larger sizes continues to grow. 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 12% Y/Y. Larger sizes have become much more affordable with 40-44” LCD TV 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.

Table 1: Q1‘12 Worldwide TV Shipments by Technology (000s)

Technology

Q1'12
Units

Q1’12
Unit Share

Q/Q
Growth

Y/Y
Growth

LCD TV

43,131

84.2%

-33%

-3%

PDP TV

2,982

5.8%

-43%

-18%

OLED TV

0

0.0%

-100%

-100%

CRT TV

5,084

9.9%

-8%

-31%

RPTV

25

0.0%

-22%

-44%

Total

51,222

100%

-32%

-8%

Source: NPD DisplaySearch Advanced Quarterly Global TV Shipment and Forecast Report

China remains the #1 region for TV shipments at 20% of all units shipped during the quarter, down very slightly from the previous quarter. However, growth slowed significantly during the seasonally important Q1 leading to Golden Week holidays, with unit shipments falling 4% Y/Y after growing by double digits the previous three quarters. Flat panel TVs are starting to saturate China’s higher-income urban markets, but prices are still too high to kick off a wave of upgrades in rural markets. Asia Pacific (which includes India, Korea, and Australia) was the #2 region for TV shipments, followed by North America and Western Europe.

3D Shipment Share Increases Slightly to Just Over 14% of Global TV Shipments in Q1’12

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 actually higher than in developed regions, with 16% of flat panel TV units shipped to emerging markets in Q1’12 compared to 15% among developed regions.

Samsung Remains the #1 Flat Panel TV Brand

Samsung’s global flat panel TV revenue share remained around 26%, near record levels and was the only one of the top five flat panel TV brands on a revenue basis to show Y/Y growth during Q1’12. Samsung also was the top brand in the key segments of LCD TV, 40”+, LED-backlit LCD, and 3D TV.

LGE was the #2 brand and showed a significant improvement in market share, rising more than a percentage point to 14.6% revenue share. Sony rounded out the top flat panel TVs on a revenue basis, but posted a large drop in Y/Y revenues along with fellow Japanese brand Panasonic.

Table 2: Q1‘12 Worldwide Flat Panel TV Brand Rankings by Revenue Share

Rank

Brand

Q4'11
Share

Q1'12
Share

Q/Q
Growth

Y/Y
Growth

1

Samsung

26.3%

26.0%

-33%

9%

2

LGE

13.4%

14.6%

-26%

-7%

3

Sony

9.8%

9.4%

-35%

-21%

4

Sharp

5.8%

6.5%

-25%

-18%

5

Panasonic

6.9%

5.3%

-48%

-23%

 

Other

37.7%

38.3%

-31%

-7%

 

Total

100.0%

100.0%

-32%

-7%

Source: NPD DisplaySearch Advanced Quarterly Global TV Shipment and Forecast Report

NPD DisplaySearch TV market intelligence, including panel and TV shipments, TV shipments by region, brand, size, resolution, frame rate and backlight type for nearly 60 brands, rolling 16-quarter forecasts, TV cost/price forecasts and design wins can be found in its Advanced Quarterly Global TV Shipment and Forecast Report. For more information on this report, please contact Charles Camaroto at 1.888.436.7673 or 1.516.625.2452, e-mail contact@displaysearch.com or contact your regional NPD DisplaySearch office in China, Japan, Korea or Taiwan.

About NPD DisplaySearch
Since 1996, NPD DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the display supply chain, as well as the emerging photovoltaic/solar cell industries. NPD DisplaySearch provides trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge. In collaboration with The NPD Group, its parent company, DisplaySearch uniquely offers a true end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information on DisplaySearch analysts, reports and industry events, visit us at http://www.displaysearch.com/. Read our blog at http://www.displaysearchblog.com/ and follow us on Twitter at @DisplaySearch.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 2,000 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us or visit npd.com and www.npdgroupblog.com. Follow us on Twitter at @npdtech and @npdgroup.

X

Client Login


Forgot your password?
Become a Client

Contact a DisplaySearch representative today and learn how our in-depth display-related research can benefit your organization.

Contact us now!