INDUSTRY DATA Displaying strong growth
The global digital signage and professional display market is set for solid growth in 2012, with the retail and hospitality sectors performing particularly well, writes Steve Montgomery
DISPLAYS SHIPMENT FORECAST (MILLION UNITS)
10 15 20 25 30 WORLDWIDE DIGITAL SIGNAGE & PROFESSIONAL
Sales in 2012 are set to rise by 12.6% compared with 2011
0 5
ANNUAL SIGNAGE SHIPMENTS BY SECTOR Transportation Corporate Retail
Public spaces Outdoor
Education Hotel TV Control room/simulation
Government
Hospitality/healthcare
Education and hotel TV are expected to be the best performing sectors in 2013
2013 FORECAST (million units) Transportation Retail
2010 2011 2012 2013 2014 2015 2016
GLOBAL SHIPMENTS (million units) 2010 13.5
2011 15.4
2012 17.3
THE worldwide signage and professional display market is set to grow by 12.6% in 2012. This is due to increasing demand for more digital signage in public spaces, coupled with the declining prices of LCD panels. Shipments of signage and
professional displays are projected to reach 17.3 million units in 2012, valued at over $14.7 billion, up from 15.4 million units last year and 13.5 million units in 2010. Deliveries in the fourth quarter of 2011 alone amounted to some 4.3 million units, worth an estimated $3.8 billion; an increase of 3% over the third quarter of 2011 but still lower than fourth quarter 2010 by a staggering 6%. The market will continue to
experience solid expansion in the years to come, with total shipments hitting 25.8 million units by 2016. These figures come from
the Worldwide Signage and Professional Displays Q1 2012 Market Trackerfrom market researcher IHS
14 August 2012
2013 19.1
2014 21.2
Public spaces Outdoor Hotel TV
2015 23.5
iSuppli. The report quantifies and contrasts the major digital signage applications including retail signage, indoor venues, education, conference rooms, transportation, financial, control rooms, outdoor events and rental/staging. It investigates which applications are best served by competing display technologies.
DECLINING PRICES Growth in digital signage is occurring from proliferating use in installations for commercial markets like the retail and hospitality industries and in public areas such as sports venues. This is aided by the rapidly decreasing prices of LCD displays in the popular 40in to 46in range. Other contributing factors are recent advances in
technology enabling super- narrow bezels, interactive touchscreens and high- brightness outdoor displays. The highest-performing segments last year were
2016 25.8
retail, hospitality/healthcare and corporate, and the same is expected for 2012. Other important segments include education, the outdoor market, government, and the control room/simulation sector. “Marketers are eager to
reach on-the-go consumers and shoppers through digital signage,” says Sanju Khatri, director for signage and public information displays at IHS iSuppli.
“Digital place-based media continues to gather momentum, using technology to balance central co-ordination with local intelligence for creating tailored communication with customers.”
GOING LARGE The technology generating the largest revenue for signage and professional displays this year will be LCD at $8.3 billion. Larger screen sizes dominate and by 2016 the focus will shift towards the 50in to 59in group of displays at the expense of
Hospitality/healthcare Government Education Corporate
Control room/simulation
smaller sizes between 25in and 34in as they become more affordable.
Other technologies in demand include front projection at $3.6 billion and LED at $1.4 billion. A market still exists for signage utilising plasma display and rear-projection technologies. Within the vital in-room hospitality displays market of North America, LG Electronics was the dominant player in the fourth quarter last year, with a 47% share of shipments. LG sells directly to its customers in the hospitality industry, a strategy that has served the South Korean firm well, especially in securing big corporate contracts with hotel chains.
Other notable performers included Samsung Electronics, also from South Korea and considered by the industry as the technology leader, with market share of 17%; and Panasonic from Japan, which has a 15% share.
www.isuppli.com www.installation-international.com
0.7 1.9 0.9 0.1 5.6 0.9 0.7 5.8 2.0 0.5
million Projected shipments of signage and professional displays in 2012
17.3
Source: IHS
Source: IHS
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