Quixel: Advanced TV Sales Set Q3 Records

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LCD TVs in the 30W-inch to 32W-inch screen sizes represented the bulk of LCD TV sales for the first time, during the third quarter of 2005, according to a new study from market research firm Quixel Research.

According to Quixel's “LCDTV Market Review for Q3 2005,” the screen size segment accounted for almost 21 percent of the LCD TV market in the period.

“After years of 15-inch and 20-inch products owning the LCDTV category, the larger screen-sized products are now having an impact,” said Tamaryn Pratt, Quixel's principal. “Prices have fallen dramatically, with manufacturers shaving off as much as $1,500 since the 30W- and 32W-inch products were first launched.”

Microdisplay rear-projection sets and plasma displays also made significant gains during the period, Quixel said, with microdisplays representing the bulk of advanced television sales, while high-definition models outsold enhanced-definition plasma displays for the first time.

The outlook for fourth-quarter LCD TV sales is also strong. Pratt said consumers are finding 32W-inch LCD TVs selling for as little as $1,299 during the holidays, with fully featured models typically selling for around $2,499.

According to Quixel, overall LCD TV revenues rose 45 percent over second-quarter 2005 levels, to $1.39 billion during the quarter, passing the $1 billion mark in a quarter for the first time. Third quarter unit sales reached 1.3 million, up 47 percent over the prior quarter and 184 percent year-to-year, Quixel said.

The firm forecasts LCD TV revenues to more than quadruple over the next four years, surpassing $11 billion by 2008.

Quixel's “Plasma TV Market Review for Q3 2005” said high-definition plasma TVs represented 68 percent of the total PDP market in units and 80 percent in value. The ED plasma segment fell 11 percent quarter-to-quarter and represented 32 percent of the market in units and 20 percent of the segment's revenues.

Meanwhile, plasma TV revenues increased 20 percent from quarter-to-quarter, growing from $1.1 billion in second quarter 2005 to $1.4 billion in third quarter 2005. On a year-to-year basis, revenues climbed 82 percent, Quixel said.

Third-quarter plasma unit shipments reached 466,676 units in the period, up 32 percent quarter-to-quarter and 180 percent year-to-year.

“With over 44 percent of the plasma TV market volume priced under $2,500 in the third quarter, only a product shortage can slow this category down during the coming holiday season,” says Pratt.

Looking ahead, Quixel Research forecasts plasma TV sales will generate revenues of over $7 billion, and almost 5 million units in 2008.

Quixel said third-quarter sales were also strong for the micro-display rear-projection TV market, where unit sales of DLP, LCoS and LCD rear-projection sets outnumbered all other 40W-inch and above advanced TV technologies. Unit sales increased 50 percent to 483,445 units in the third quarter, Quixel said.

Revenues in 2005 for the U.S. microdisplay rear-projection models rose 49 percent from the second quarter to the third quarter, with sales topping $1.29 billion in the third quarter vs. $863 million in the second quarter.

Micro display rear-projection models represented 30 percent of the total U.S. advanced television market during the third quarter. The total U.S. advanced TV value was $4.2 billion in the period, up 26 percent over the second quarter of 2005.

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