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1080p LCD TVs Take Majority Market Share

2/14/2011 09:34:03 AM Eastern

Portland, Ore. - The majority of the overall LCD TV unit
shipments in 2010 featured 1080p HD resolution, according to a study released
Monday by Quixel Research.

According to Quixel Research's LCD TV Market Review, the
so-called FullHD sets topped sales both for the year and in the critical
fourth-quarter sales period.

"The LCD TV 40-inch and larger models have led the flat-panel TV
market in 1080p adoption for several years, but Q4 was the first time the
overall market ceded to HD 1080p," said Quixel principal Tamaryn Pratt.

chart

According to the study, 1080p LCD TV unit share was 51 percent of
the overall LCD TV category in 2010 and 54 percent of shipments in fourth
quarter 2010, representing an 8 percent and 9 percent increase, respectively.

 "Small-screen-size sales
were really the key to the switch from 720p high definition to 1080p," stated
Pratt. "There is little, if any, cost delta at the component level under
32-inch and that is a very competitive space, so TV manufacturers and branders
can promote a higher resolution regardless of necessity."

Unit sales of 1080p LCD TVs smaller than 40 inch inches grew 65
percent from Q3 2010 to Q4 2010, and when comparing 2009 with 2010, 1080p
volume was up 36 percent while 720p volume was down 16 percent.

Piloted by the larger-sized LCD TV models, 1080p revenues have
outpaced 720p for the LCD TV category overall since 2008, and they made up 75
percent of the category in 2010.

Overall shipment volume for the LCD TV category was up 25 percent
from Q3 2010 to Q4 2010 and up 3 percent from Q4 2009 to Q4 2010.

The economic climate attributed to the flat results annually,
with unit sales off about 1 percent from 2009 to 2010.

Revenues for the LCD TV category were also up from Q3 2010 to Q4
2010, rising to $5.9 billion for the quarter.

However, large-screen-model sales could not offset quickly eroding
average selling prices and the sluggish overall demand, according to the study.

As a result, revenues declined 5 percent from Q4 2009 to Q4 2010
and were down 11 percent from 2009 to 2010.

Revenues for the LCD TV category were $19 billion in 2010.

Quixel Research projects very modest growth in 2011 and 2012.

To acquire the full report, contact Quixel Research at info@quixelresearch.com.

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