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
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
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