2011 Saw Global TV Sales Declines: DisplaySearch
By Greg Tarr On Mar 26 2012 - 4:01am
AUSTIN, TEXAS —
Global TV shipments
fell by 0.3 percent to 247.7 million
units in 2011, marking the first time global
shipments experienced a decline since
NPD DisplaySearch began tracking them
in 2004, according to a new report from
the category market analyst.
LCD TV shipments represented a distinction,
however, as global shipments
increased by 7 percent to just more than
205 million units in 2011, which was still
significantly slower than in previous years,
a new DisplaySearch report documents.
Meanwhile, worldwide plasma TV shipments
dropped almost 7 percent in 2011
to 17.2 million units, the largest decline
for the category to date. CRT shipments
(still available in some global regions) fell
Paul Gagnon, NPD DisplaySearch
North American TV research director, noted
the declines were well below expectations,
and were largely due to “excessive
inventory levels early in 2011 for the U.S.
and European markets, as well as a sharp
drop in demand in Japan following the
end of the government sponsored Eco-
Points program that caused a surge in replacement
activity during 2009 to 2010.”
The fourth-quarter 2011 shipments
were down 4 percent year to year globally,
to 74.2 million units, with LCD TV
shipments rising just 1 percent, which
was another low point since NPD DisplaySearch
began tracking shipments.
Plasma TV units were down 8 percent,
and CRTs were down 43 percent.
The decline in unit shipments was most severe in Japan and Western Europe, the
report noted, as North America saw mild
Collectively, TV shipments in the developed
regions (North America, Japan and
Western Europe) declined 21 percent
year to year in the fourth quarter of 2011.
TV shipment growth in emerging regions
continues to be strong though, increasing
12 percent year to year in the
fourth quarter, with LCD TV unit shipments
rising 20 percent.
China continued to hold the lead as
the top region for TV shipments, at 21
percent, unchanged from the previous
quarter, with TV shipments totaling 15.6
million units for the fourth quarter and 49
million units for 2011.
China also had strong growth in 2011,
with shipments increasing 19 percent
year to year in the fourth quarter, the highest
of any region.
More than 90 percent of TV sets in
the region were LCD as of 2011. North
America was the second largest region
for TV shipments, accounting for 20.5
percent of shipments in the fourth quarter,
and was the only developed region to
experience year-to-year shipment growth,
Samsung’s global flat-panel TV revenue
share increased in the fourth quarter
of 2011, to 26.3 percent, which is a
record level for any brand and a 3 percent
increase from previous quarter.
Samsung was also the global revenue
market share leader in both LCD and
plasma, displacing Panasonic as the
leader of plasma revenue market share for
the first time, NPD DisplaySearch said.