LCD-TV Sales Predicted to Have Strong Holiday Sales
Nov 9, 2009
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U.S. LCD-TV shipments are expected to amount to 8 million units in 4Q 2009, up 7.3% from 7.5 million during the same period in 2008, according to a report by iSuppli Corp.

"iSuppli expects a strong fourth quarter and Black Friday for U.S. LCD-TV sales," said Riddhi Patel, principal analyst for iSuppli. "Although most U.S. consumers already have purchased LCD-TVs in the past, low prices now are luring them to buy new sets that have higher quality images and improved features."

Pricing for premium LCD-TV brands on Black Friday, i.e., the day after Thanksgiving, is set to fall to as low as US$299 for some High-Definition (HD) 32-inch sets and to $499 for select 42-inch HD models.

iSuppli estimates that 48.1% of all LCD-TVs purchased by U.S. consumers in the third quarter were on sale, up from 39.5% in the second quarter and 37.9 percent in the first quarter. This trend bodes well for Black Friday sales.

Average pricing for 42-inch LCD-TVs is set to fall to $639 in 4Q 2009, down from $768 during the same period in 2008. This is spurring increased purchases of 42-inch sets, stealing some market share from the dominant 32-inch size.

The report said that U.S. consumers also are warming up to new LCD-TV sets that employ LED backlights. Such sets offer a range of advantages compared to televisions using traditional Cold-Cathode Fluorescent Lamp (CCFL) technology, including lower power consumption, better picture quality and thinner form factors.

The report added that the United States leads the world in sales of LCD-TVs with LED backlights. Average prices for 40- and 42-inch LED-backlit televisions fell to less than $2000 in the middle of 2009, crossing a critical threshold that made them more alluring to consumers.

Samsung has led the LED push with an aggressive marketing campaign and the introduction of a range of products, including low-priced models, the report said. However, LG and Vizio have joined Samsung in promoting LED technology in the fourth quarter.

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