Connected TV sales grow faster than 3D at end of 2010

By Raverstead
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Demand for TV sets continued to grow in the last quarter of 2010, with a total of 24 million TV sets shipped to EMEA; an increase of 5% year on year. Most of the growth was from Eastern Europe and the MEA region according to Market Research specialist, Meko.

 

The key product areas showing growth are 3D, connected TV and LED backlit TV. While there was a moderate increase in 3D TV sales, it was internet connected TV sales which saw the fastest rise.

In Western Europe, during quarter four, 27% of TV set shipments were Internet connected capable. “However, these TV sets are not necessarily connected by consumers” commented Goksen Sertler, Senior Analyst TV at Meko. Looking at brands, Sony and Samsung have the highest connected TV share in their whole shipments, both above 40%.

A total of 1.1 million 3D TV sets were sold in to the whole EMEA region in Q4. “This is about 30% of world-wide 3D shipments,” commented Sertler “This was above our forecast but, there are huge 3D TV stocks in sales channels. 3D sets were clearly pushed to sales channels by TV set makers with the hope of increasing sales revenue and finding a reason for consumers to pay more.” she added.

However, lack of content and weak demonstrations kept sales figures low. About 1.8% of total Western European flat panel TV set shipments were S3D TV sets and plasma accounted for 21% of this figure.

Finally LED backlit penetration went up to 30% of total LCD TV shipments in Western Europe. Germany was where the highest number of LED backlit LCDs were shipped.

Sertler concludes,”We will keep seeing more models with S3D, more connected TV sets as well as LED backlit TVs. However, retailers need to set up better demonstrations for connected TV and S3D TVs to convince the consumers not choose on price but to look at value.”

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