On October 12, 2010, according to DisplaySearch's latest Quarterly Advanced Global TV Shipment and Forecast Report, global TV shipments will exceed 243 million units in 2010, a 16% increase from 2009. Compared with the shipment of 145 million units in 2009, global LCD TV shipments will grow to 188 million units in 2010, and strong growth in Japan, Europe and the mainland will make up The meager growth of North America.
“In 2010, sales of LCD TVs in North America were weak, and shipments in the first half of this year were down 3% from last year,†said Paul Gagnon, director of North American television research at DisplaySearch. “Continuous economic pressures, especially high unemployment and a weak housing market. The extent of the decline in average prices has fallen sharply; consumers prefer to wait until the economic environment improves, or wait for prices to fall further, or when both are at the same time, they are willing to spend money."
LCD TVs are still the display technology for major TV sets, and at least half of the TV shipments in almost every market segment are LCD TVs. Although the sales results of the World Cup in Europe are disappointing, and the inventory increased at the end of the summer season will continue to digest and then slowly grow in the second half of the year, but from Japan, China, Latin America and Asia Pacific. Steady growth compensates for this weakness and will contribute an annual growth rate of 20% in the second half of 2010.
At the same time, the retail price of LCD TV is expected to decline more significantly in the fourth quarter of 2010, especially LCD TVs with LED backlight modules, because the oversupply of LCD TV panels in the third quarter of 2010 caused a sharp drop in panel prices. Consumers are very interested in LED-backlit LCD TVs, but the prices of such products are still high as of the beginning of 2010. Manufacturers have increased the number of LED-backlit LCD cameras they produce online, but consumers still have to wait until the price of LED backlight modules falls before they can buy cheap LED TVs. Although the price of CCFL-backlit LCD TVs has dropped a lot, the sales of CCFL backlight module LCD TVs continue to decline. DisplaySearch estimates that in the fourth quarter of 2010, LED LCD TVs will have twice the price reduction of CCFL LCD TVs, which will further stimulate market growth and increase the growth rate of the North American market.
DisplaySearch expects LED LCD TVs to become the bulk of LCD TV shipments in 2010, once costs are rapidly falling and manufacturers can continue to move their LCD TV line technology from older CCFL technology to new technologies. In 2010, 20% climbed upwards, and it is expected that more than 50% of LCD TV shipments in 2011 will be based on LED backlight module technology.
Demand for plasma TVs continues to grow steadily, especially as LCD TV prices in the first half of the year have been slowed down due to panel prices, and plasma TVs continue to fall at the same rate. Plasma TV is expected to reach nearly 18 million units in 2010, up 25% from 2009, while shipments in 2009 were down from the previous year.
Hisakazu Torii, deputy general manager of DisplaySearch's TV research department, pointed out that "because of the large price advantage of large screens, coupled with significant improvements in power consumption and thickness, plasma TVs continue to play a key display technology in the TV product category. Especially for those who prefer this type of TV technology to pursue image quality and 3D performance."
Figure 1. 2004-2014 global TV sets differentiate their market share by display technology (unit: million units)
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