consumer electronics television
in association with GfK Thinner and better connected
During 2010, the television market declined in volume, value and average price. Yet the emerging technologies, such as 3DTV and IPTV, are likely to stimulate the growth of the market in the coming months.
Not even the television market was immune from the challenging economic conditions and figures for the 12 months ending January to December 2010 reveal that the market declined in volume, value and average price. Sales reached 9.56 million pieces, a year-on- year fall of 3.8%, while value was down 5.4% to £3.65bn. Average price declined by 1.7% to £382. Yet despite these figures, the TV market could receive a boost thanks to emerging technologies like 3DTV and IPTV, the movement from standard definition to high definition products, and the trend for larger screen sizes. Since last year’s report, three market trends have accelerated at a pace. The first is the disappearance of CRT products; last year, these accounted for 1% of the market by volume, but now, their sales are off the radar. The second is the shift from standard definition to high definition TVs. Third: consumers are opting for large screen TVs. The 40-42-inch screen sector was up 25.8% to 1.69 million pieces; the 43-49- inch market, up 24% to 226,000 pieces, and the 50-inch plus screen sector was up 43% to 381,000 pieces. Sales of 20-21- inch, sets were up 54.4% to 186,000 pieces, suggesting that many consumers are replacing secondary sets in preparation for the digital switchover.
£ Market trends
✔ Market is almost 100% flat display, with LCD taking the lion’s share, although plasma sales have increased.
✔ Almost one in ten LCD sets now includes LED backlight technology. LED TV average price fell by a third, making this product much more affordable.
LCD
LCD sets continue to dominate this market, although sales were down 5.3% to 8.68 million units, and value dropped 6.7% to £3.05bn. Average price fell by 1.4% to £351. Even so, LCD TVs still account for almost 91% of the market by volume and 86% by value. The arrival of LED technology, has not only improved picture quality and made LCD sets even
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✔ Plasma TV sales boosted by greater affordability and a trend towards larger screen sizes, where plasma is a more price competitive offering.
✔ HD Ready and Full HD sets accounting for almost 100% of the market by both volume and value.
✔ 3DTV sales account for just 1.4% of market by volume. Confusion over competing formats and a relative lack of content are holding back sales.
✔ Sales of TVs offering web access almost reaching a million pieces, and this figure is expected to grow significantly over the next year.
14 BusinessBook2011
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