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LCDs Take 57 Percent Share of 30in. and Larger Display Market

Sep 28, 2006 8:00 AM

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Pacific Media Associates, one of the global market information experts on large-screen displays, reports that in July the average street price for 40in. to 44in. LCD flatpanel televisions and business displays in North America dropped below those for high-definition plasma displays for the first time in the history of the company's "Flat-panel Display Tracking Service."

Not long ago, this size range was seen as being owned by plasma because LCD models cost much more. Now that LCDs cost less on average, their share of sales is growing rapidly. In July, LCDs in this size gained four share points to reach a 46-percent unit market share. This trend is likely to continue, pushing plasma's dominant range up into the larger sizes of 50in. and above.

"We've seen this repeatedly in the past," says Rosemary Abowd, vice president with Pacific Media Associates. "When the price of LCDs match or drop below the prices for plasma HDTVs of the same size, LCDs win. We expect that LCDs will account for the majority of unit sales in the 40in. to 44in. range soon."

Across all flatpanels 30in. or larger, LCDs gained another three share points for a 57-percent unit market share.

Unit sales for flatpanels were down 10 percent in July over the previous month, which is similar to the summer slowdown seen in prior years. Unit sales were still up 67 percent over July 2005. Sales are expected to increase again as the football season and holiday buying season arrive.

Competition for the top spot in unit sales is very tight; Sony's 20.3-percent share was just one percentage point ahead of second place Panasonic, and Samsung was a close third. The Pioneer PRO-1130HD 50in. plasma HDTV remained in first place on the best-seller list for the second month in a row.

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