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Global TV shipments reach 211 million units in 2009, says DisplaySearch
Publish Date:2010-02-24
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Global TV shipments increased 2% sequentially to 211 million units in 2009, according to DisplaySearch. The fourth quarter of 2009 showed even stronger on-year shipment growth: global TV shipments increased by 17% overall with LCD TVs climbing 50%.
Strong flat panel TV shipment growth in emerging markets like China (more than 100% on year) led the flat panel share of total annual TV shipments to pass 75% for the first time, with more than 90% of total TV revenues in 2009. One of the key drivers of growth was the acceleration of ASP growth driven by cost reductions at the component level, but also by decreasing margins at the brand and retail level. Coupled with greater consumer price sensitivity that resulted in much slower average screen size growth, the global volume-weighted ASP declined more than 8% worldwide and fell as much as 24% on year 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 for DisplaySearch. "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-inch 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.
LED backlights are not new in LCD TVs, but they have become significantly more affordable and offer many valuable attributes like lower power consumption, thinner and lighter cabinet designs, and better picture quality. However, the premiums for LED-backlit LCD TVs had been prohibitively high until 2009, and are expected to narrow much further in 2010 with significant growth expected. LED-backlit LCD TVs only accounted for 4% of global units in the fourth quarter of 2009, but they had a 11% share of 40-inch and larger, and a 24% share of shipments of 50-inch and larger. As the screen size (and price) climb, the LED premium is more acceptable.
Samsung Electronics achieved their highest revenue share ever, reaching a record 23.6% of global TV revenues in the fourth quarter of 2009. This high revenue share is the result of being the global leader in units as well as having a strong mix of larger screen sizes as well as leading positions in advanced technologies like LED backlit and high frame rate LCD TVs, all of which support higher average prices. Samsung has been ranking first in both TV units and revenues worldwide every quarter for more than three years now, achieving a 22.6% share of 2009 full year TV revenues.
LG Electronics (LGE) was the number two brand worldwide in TV shipment revenues and demonstrated the strongest annual growth among the top-five brands. The result is that LGE improved their total 2009 TV revenue share to 13.2%, and revenues share increased slightly to 13% in the fourth quarter of 2009.
Sony ranked third in global TV revenues for the fourth quarter of 2009 at 11.5%, up sharply from 9.9% sequentially, as sales for Sony surged during the holidays, typically a strong quarter for the company. Sony had the largest sequential shipment growth among the top-five in the fourth quarter. However, Sony''s full year 2009 total TV revenue share was down almost two percentage points on year to 11.5%, and is at the lowest level since 2005 when it last led the overall TV market. Much of Sony''s share loss went to the two surging Korean brands that aggressively targeted growth in 2009.
digitimes (Editor: Tingting) |
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