The overall flat panel TV market grew 32% worldwide in total units in 2009, similar to 2008 growth rates, according to the DisplaySearch Quarterly Advanced Global TV Shipment and Forecast Report. Japan and China saw 2009 growth exceed 2008's, despite the recession.
Dropping prices was the biggest factor in 2009 growth. LCD TV average prices fell 24% from 2008 – a much bigger drop than in any preceding year.
Given the strong results from 2009 and influence of new technology introductions such as 3D and LED, DisplaySearch increased its worldwide TV market forecast for 2010 by more than 10 million units to 228 million units.
“The rapid transition to flat panel technologies in emerging markets and the robust level of growth even in mature markets has led us to improve our outlook for 2010,” observed Hisakazu Torii, vice president of TV Market Research. “This is especially true for LCD TVs, which are now projected to exceed 180 million units in 2010, a 24% increase over 2009. This is helped by the introduction of new technologies like 3D, as well as the expansion of newer features like LED backlights and internet connectivity.”
In 2010, volume-weighted average prices are only projected to fall by 5% for LCD TVs and 10% for plasma TVs. The reasons for the more modest decline are renewed growth in larger screen sizes, the fact that prices fell so far in 2009, and the increased share of more expensive LED-backlit LCD TV models, which carry a notable premium.
Plasma TV unit shipments are expected to rise about 6% in 2010 to just over 15 million units, after a 2% decline in 2009, aided by more robust 40-inch+ growth and the introduction of 3D plasma TVs.
CRT TV shipments will continue to fade from the market, falling by 36% in 2010 after a 40% drop in 2009.
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