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NPD: Global TV Shipments Declined in Q2

11 Sep, 2012 By: Erik Gruenwedel

Big-screen TV sales growth not enough to offset continued economy concerns

Shipments of televisions worldwide dropped 8% in the second quarter of 2012 to more than 51 million units, compared with more than 56 million units shipped during the same period last year, according to new data from NPD DisplaySearch.

The decline, which began in the fourth quarter of 2011, continued despite increased demand for LCD TVs with 40-inch and larger screens. Indeed, second-quarter shipments rose more than 15% year over year. Advanced features within the LCD TV market also showed improvement, as LED and 3D all increased in market share during the quarter. Meanwhile, plasma TV shipments fell for the sixth straight quarter, down by more than 20%.

Japan was the hardest hit, with 2012 Q2 shipments falling 77% to less than 1.4 million units. In developed markets, TV shipments were down 23%, while emerging market growth slowed to 3% from double-digit growth at the end of 2011. China, a strong driver of emerging market growth, rebounded from a Q1 decrease, growing 6% in Q2. Eastern Europe continued double-digit demand growth, but all the other emerging markets saw shipment levels fall from a year earlier.

Samsung continued to dominate TV sales by brand with its market share growing 18% to 28.5% in Q2. Runner-up LG’s market share remained flat while other brands — notably Sony — saw double-digit declines.

“A sharp decline of demand in Japan and a correction in Europe following the analog broadcast shut-offs in 2010 and 2011 have significantly impacted the TV market and contributed to a decline in shipments,” said Paul Gagnon, director, North American TV Research for NPD DisplaySearch. “Emerging markets have also been affected by softer shipment growth recently, related to a rapid decline in demand for CRT TVs and to less price erosion in flat panels. Despite this, the growth in demand for larger screen sizes and the increasing feature mix is cause for optimism.”

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