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DisplaySearch Ups TV Forecasts, As LCD, 3D Get Sales Boost

4/05/2010 12:01:00 AM Eastern

AUSTIN, TEXAS — The NPD
Group’s DisplaySearch market research
unit said it recently upgraded its forecasts
for North American TV shipments
to about 45.5 million units, representing
8 percent growth over 2009 (which itself
was 12 percent higher than 2008).

DisplaySearch North American TV
research director Paul Gagnon said LCD
TV shipments will account for 41.5 million
units, or 91 percent share of over all
TV sales, and 11 percent year-to-year
growth, while plasma sales are forecasted
to be flat at 4 million units, or a little less
than 9 percent share.

Of other display technologies, CRT
sales will be “negligible at less than
100,000 units, while DLP-based rearprojection
TV sets will come in at about
40,000 units this year,” Gagnon said.

“We are expecting some growth again
in large size LCD TV share after a stagnant
year for 2009 due to the recession.
40-inch plus share should rise to about
35 percent of units from 32 percent in
2009, which was down from 33 percent
in 2008; 32 inches will continue to be the
largest size category at 31 percent of all
LCD TV units,” Gagnon said.

Plasma displays will continue a rapid
shift to 50-inch-plus sizes in 2010. 50-
inch-plus share was just 50 percent of
North American plasma shipments in
2008, but rose to 60 percent in 2009 and
should exceed 72 percent in 2010, according
to DisplaySearch research.

As for sales by resolution, sets with
FullHD 1080p will account for the majority
of plasma units for the first time in
2010.

“Worldwide, we expect LED LCD TVs
to account for about 20 percent of the total
180 million units of LCD TV shipments,
but that LED share in North America
will be higher, although I can’t say by how
much at this time,” Gagnon said.

Many of the brands are targeting 40
percent to 50 percent of their sales this
year will be LED models, although some
entry-level brands will still be predominantly
CCFL to hit lower price points,
DisplaySearch said.

The overall balance of LED backlit
shipments in North America for LCD
TV shipments is expected to be from 25
percent to 35 percent.

For 3D TV, DisplaySearch’s worldwide
forecast was for shipments of 1.2 million
units; “however, that forecast was made
in December, prior to International CES
when Samsung announced its extensive
lineup and many brands revealed their
shipment goals,” Gagnon pointed out,
adding that the 3D forecast model will be
updated over the next few weeks and “with
the upward LCD TV shipment revision,
and the new information from CES, our
revised 3DTV forecast will be higher. I’m
thinking between 2-3 million units, worldwide,
about half of that in the U.S.”