PORTLAND, ORE. —
Sales of 32-inch LCD TVs topped all other screen size segments in the third quarter of 2010, as consumers increasingly looked for value and bargains, according to a new Quixel Research study released last week.
Quixel’s LCD TV Market Review indicated that from Q2 2010 to Q3 2010, 32-inch unit and value shipments increased 35 percent and 23 percent, respectively. Factory revenue for the 32-inch segment rose to almost $1.1 billion from Q2 2010 to Q3 2010, and were down 3 percent from Q3 2009 to Q3 2010.
“The 32-inch segment had the most significant impact on the overall LCD TV category in Q3 2010,” stated Tamaryn Pratt, Quixel Research’s principal. “With the average average selling price (ASP) below $399, the decision to purchase became a whole lot easier.
Unit share for the 32-inch segment topped 36 percent in Q3 for a gain of 7 points from Q2 2010 to Q3 2010. Amazingly, 32-inch share topped all other screen size segments in value as well, accounting for almost 25 percent of the overall LCD TV revenues.
Overall shipment volume for the LCDTV category increased 9 percent from Q2 2010 to Q3 2010 and was up 6 percent from Q3 2009 to Q3 2010.
Year-to-date, the overall LCD TV category is down 3 percent in units compared to year-to-date 2009. Falling ASPs in all screen sizes negatively affected revenue results in Q3, with overall factory dollars down 4 percent from Q2 2010 to Q3 2010 and down 6 percent from Q3 2009 to Q3 2010, Quixel said.
In Q3, LED volume accounted for 5 percent of the overall LCD TV market but lost 1 share point from Q2 2010 to Q3 2010.
Additionally, more under 40-inch LED models were sold in Q3 than 40-inch and above LED models. The focus on smaller and value priced LCD TV models kept 3DTV and Connected TV feature adoption low in the third quarter, according to the study.
Quixel is calling for LCD TV sales to be flat in full-year 2010 with modest growth in 2011.
The full report is available at by contacting