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NPD: Big TV Sizes Up, Small Sizes Down

18 Aug, 2010 By: Chris Tribbey

A year after the digital TV transition, sales of large-screen HDTVs have risen dramatically, largely thanks to markedly lower average selling prices, according to data from The NPD Group.

In June sales of HDTVs 40 inches to 65 inches grew 26%, compared to June 2009, while sales of HDTVs in sizes 55 inches, 60 inches, 63 inches and 65 inches all experienced triple-digit growth. The average selling price of a 60-inch screen was down nearly $1,000 year over year to $2,152 in June, while the average selling price of a 42-inch HDTV was down $118 to $571.

Conversely, sales of 19-inch to 37-inch HDTVs were down 21% year over year, as consumers traded up to larger sizes, NPD said.

“As the analog cutoff approached, many less affluent consumers flocked to purchase inexpensive smaller digital TVs to receive digital broadcasts,” said Ross Rubin, executive director of industry analysis for NPD. “This drove strong growth in the sub-32-inch segment that the industry has not been able to maintain. 

“The scales have now tipped in favor of larger screen TVs as prices continue to drop and consumer interest turns to connected televisions, LED backlighting, and 3D — features that are more likely to be prominent in larger sets.”

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