LCD TV sales hit record high

Samsung usurps Sony as number one LCD TV vendor as third-quarter sales close in on 11 million units

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By  Published  December 1, 2006

Global LCD TV shipments jumped 99% year-on-year to a record high of 10.8 million units in the third quarter of 2006, according to the latest figures from industry analyst DisplaySearch. Samsung captured the top position in the market from archrival and LCD panel manufacturing partner Sony, with a 16% rise in revenue and 7% growth in terms of units shipped. In regards to display sizes, Samsung snared the number one position in the 26- and 32-inch categories and was number two in the 40- to 42-inch and 46- to 47-inch segments. It also shipped more 40-inch LCD TVs than 42-inch plasma TVs for the first time. Sharp claimed the number two position in the market in terms of total shipments and moved from fourth to third on a revenue basis, achieving 23% unit and 13% revenue growth respectively. It continued to dominate the Japanese LCD TV market and was number three in North America and fifth in Europe in terms of sales revenue. By size category, it was number one worldwide in the 10- to 14-inch, 20- to 21-inch, 37-inch and 55-inch display categories. Sony slipped to second place on a revenue basis and remained fourth in terms of unit shipments on 9% unit growth and flat revenue results. It continued to lead the North American market on a revenue basis and was second in Japan and third in Europe, benefiting from the increased consumer demand for large screen LCD TVs. In fact, 73% of its third quarter shipments were models boasting screen sizes of 32-inch and larger. LCD TVs accounted for 24% of the worldwide TV market, up from 22% in the previous quarter. The results exceeded previous expectations, DisplaySearch said. In terms of sales growth per region, China recorded a 66% rise in sales, followed by North America, where sales increased 35%. Europe suffered a 5% decline in sales, which DisplaySearch attributed to a glut of inventory on the market following disappointing sales prior to the FIFA World Cup. With Europe struggling, pricing pressure increased, which contributed to faster than expected growth in North America, enabling it to overtake Europe for the first time with a 33.7% to 33.6% unit share advantage. While Europe reported disappointing LCD TV sales for the period, demand for CRT televisions declined even further, enabling the former to overtake the latter for the first time on a sell-in basis. DisplaySearch found that 37-inch LCD TVs overtook equivalent sized plasma TVs for the first time in the third quarter in China, Europe and Japan. Meanwhile, rival analyst iSuppli has predicted LCD TV sales to grow by 27.5% each year until 2010, by which time the market will be worth US$84 billion. The company predicted LCD TV revenues would exceed those generated by CRT TV sales this year, while unit sales would top CRTs by 2009.

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