LCD TV shipments fell slightly from the fourth quarter in 2011, due to a seasonal shift to emerging markets where demand is higher, but is up four percentage points from a year ago, to 84.2% market share from 80.2%. LCD TV is capturing market share at 40 and larger screen sizes because of a sharp decline in plasma TV demand.
The average LCD TV screen size increased 5% Y/Y in Q112, passing 35 for the first time, with gains in both emerging and developed markets. The share of LCD TVs with LED backlights also rose sharply, from 51% in Q411 to almost 56% in Q112, 20 percentage points higher than a year ago because more affordable direct-type LED-backlit sets began shipping in Q112.
NPD said 3D shipment share continued to grow, albeit more slowly in recent quarters, rising to just over 14% of total TV shipments and 16% of flat panel TV shipments. Demand for 3D in emerging regions is actually higher than in developed regions, with 16% of flat panel TV units shipped to emerging markets in Q112 compared to 15% among developed regions.
Meanwhile, plasma TV unit shipments continued to decline, falling 18% Y/Y in Q112 after an 8% decline in Q411. The popularity of plasma TV among consumers is waning, and a large majority of the recent shipment volume remains centered on low-priced 2D HD models, indicating consumers are buying on price when shopping for plasma.