Quixel Report: LCD TV Sales Saw Flat First Quarter

By Greg Tarr -- TWICE, 5/17/2010

PORTLAND, ORE. — Sales of LCD TVs were flat overall in the first quarter of 2010, although models with LED backlighting and large screen sizes showed signs of continued growth from the fourth quarter of 2009, according to a newly released study from Quixel Research.

The market research firm’s LCD TV Market Review revealed that volume and value were down sharply for both Q1 2009 to Q1 2010 and Q4 2009 to Q1 2010.

LCD TV value for the category fell 34 percent quarter to quarter to $4.1 billion in Q1 2010, compared with $6.2 billion in Q4 2009, and was down 21 percent year to year.

Unit sales dropped 40 percent quarter to quarter and 10 percent year to year.

“It was a tough quarter for the overall LCD TV category,” said Tamaryn Pratt, Quixel Research principal. “Traditional seasonality was in play, but there were also product transition shortages and weaker consumer demand coming off an extremely strong holiday season. Fortunately, the LED and large-screen sales results were up dramatically, lending a positive note in a down quarter.”

For the first time, the LCD TV category has seen wider availability and affordability in the 60-inch and larger screen-size segment, with more than seven models launched in Q1 2010.

Unit sales almost doubled from Q4 2009 to Q1 2010 for the 60-inch and larger segment, driving sales growth up 700 percent from Q1 2009 to Q1 2010.

The 55-inch to less-than-60-inch segment also showed tremendous growth year to year, Quixel found, with unit shipments increasing nearly 300 percent.

In keeping with the large-screen models, LED sales results were up both quarter to quarter and year to year, growing 44 percent and 1,380 percent respectively.

Most significantly, more 55-inch LED models were sold into the market than 55-inch CCFL models in Q1 2010.

Quixel said that despite the Q1 2010 decline, Quixel has not altered its fullyear 2010 and beyond forecasts.

Quixel’s projections for the U.S. LCD TV market in units show the category growing out to 2013 with largescreen models taking an increasing share in the category.