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Quixel: Smaller Screens, 3D Register Q3 TV Growth


LCD TVs, no-frills big-screen LCD TVs
and 3D front projectors were among
segment growth leaders in an otherwise
stagnant third-quarter U.S. TV market,
according to new reports on the period
from Quixel Research.

Growth in the 32-inch and 60-inchand-
larger LCD TV segments helped the
overall LCD TV category post a 7 percent
third-quarter dollar volume increase
over Q2 2011 to $4.1 billion. But year to
year, falling average selling prices cratered
hopes for revenue increases, causing LCD
TV value to drop 7 percent from Q3 2010.

For 2011 and beyond, Quixel expects
the market to be flat for the U.S. LCD TV
category. The category will see flat nearterm
growth with very modest growth in
2013 and 2014, at which point the category
will start the first round in the flat-TV
replacement cycle, Quixel said.

For Q3 2011, Quixel said the 32-inch
screen size segment continued to outpace
all other TV segments on a quarterto-
quarter basis.

The market research firm’s new “Q3
2011 LCD TV Market Review” showed
32-inch LCD TV volume up 39 percent
from the second quarter of 2011 and also
up 8 percent over Q3 2010.

The 32-inch segment supported overall
growth for the LCD TV category which
increased 13 percent over Q2 2011 and
2 percent from Q3 2010.

“Undoubtedly the troubled economy
was driving the growth of 32-inch LCD
TVs, which were already the largest screen-size segment,
and now represent almost 40 percent of the market in volume,”
stated Tamaryn Pratt, Quixel Research’s principal.

Models with 720p HD resolution and CCFL backlighting
gained ground in the quarter. The 32-inch segment also
posted double-digit revenue growth or increased almost
30 percent in dollars from the second quarter of this year.

When it came to big-screen LCD TVs, the music was as
not as beautiful as consumers largely opted out of highermargined
models with all the bells and whistles in Q3.

Quixel Research’s “Q3 2011 USA Large Area Display
Report” showed both bargain 40- to 42-inch LCD TVs and
value-priced 60-inch-and-larger LCD TVs drove the largearea-
display (LAD) category’s 4 percent unit increase over
Q2 2011 and 2 percent increase over Q3 2010.

“LCD models in the 40- to 42-inch range
showed volume increases of about 25 percent
quarter to quarter and 20 percent year over year.
Almost 75 percent of the 40-inch and 42-inch
LCD TV volume sold was CCFL in Q3 2011,
with an average selling price below $500,” stated
Pratt. “For those folks with more money to
spend in Q3, 60-inch and 70-inch models were
widely available at ridiculously great values. In
all these fast-moving screen sizes, features like
3D and connected TV declined as manufacturers
looked to reduce costs or differentiate
within a channel.”

Bargains and big screens helped LAD values
post $3.4 billion in factory dollar volume in Q3
2011, which was flat compared with the prior

But average selling prices declined and
caused the LAD category value to slip 7 percent,
compared with $3.6 billion in Q3 2010.

Large LCD TV value was up 4 percent from
Q2 2011 and 3 percent from Q3 2010.

Meanwhile, the numerous specials for LCD
TVs undercut plasma TVs, forcing unit sales in
the category to decline 14 percent. Dollar volume
declined 20 percent from Q2 2011 and 32 percent
in both unit and dollar volume from Q3 2010.

While down 16 percent from Q2 2011, microdisplay
rear-projection TV unit volume in models
70 inches and larger almost doubled from the
same time period last year.

In front projectors, 3D made most of the noise
in the third quarter, Quixel observed. The firm’s
“USA Home Theater and Entertainment Front
Projector Market Review” for Q3 2011 showed
U.S. unit sales of 3D projectors increased 121
percent from Q2 2011, and represented 16 percent
of the total home projection category.

“Expect to see 3D in more than half of the projectors
by this time next year,” stated Pratt.

Revenue for 3D home projectors grew 14 percent
over the second quarter of 2011, and higher
still than dollar volume from the third quarter of
2010, due mostly to a veritable flood of low-cost
3D projector market introductions.

The overall home-theater front-projector business
saw a dip in volume quarter to quarter, falling
7 percent from the second quarter, but grew
2 percent from the third quarter of 2010.

Revenue for the category dropped 4 percent
to $74 million in Q3 2011. Annually however, the
increased volume of midrange and higher-priced
products supported a 21 percent increase in
revenues, said Pratt.

To purchase the full reports, contact Quixel
Research at

[email protected]