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US flat TV retail price hits $1,224 in Q2

Posted: 01 Aug 2012 ?? ?Print Version ?Bookmark and Share

Keywords:IHS? flat TV retail price? LCD TV? Smart TV? Web 2.0?

According to IHS, the average retail pricing for U.S. flat-panel TVs peaked to the highest level in two and a half years in Q2. The market research firm noted that this is due to the growing number of TVs touting advanced features and large display sizes.

Pricing for U.S. flat-panel TVs reached $1,224, up three percent from $1,190 QoQ, and up by nine percent from $1,124 YoY. The Q2 level represented the peak pricing point in the U.S. market for at least 10 quarters, dating to the beginning of 2010.

U.S. Flat Panel T.V. Forecast

Figure 1: U.S. Flat Panel T.V. Forecast, Average per Quarter
Source: Isuppli Research, July.

The pricing figures account for all TV technologies, dominated by LCD TVs along with the smaller plasma segment.

"The climb in U.S. flat-panel TV prices is attributed to market gains in retail among new sets sporting advanced technologies, such as 3D, integrated interactivity and light-emitting diode (LED) backlight technology used in LCD TV sets," said Edward Border, analyst for TV technology at IHS. "Consumers also are buying a larger portion of sets with Web 2.0 features characteristic of Smart TVs. Moreover, some large-sized television models in both the LCD and plasma categories increased their share, contributing to overall growth in pricing."

For instance, 3D sets' share of all TVs available at retail ascended to 30.9 percent in Q2, up from 27.8 percent in the earlier quarter. A similar increase occurred for Smart TVs, growing to 44.3 percent, up from 40.9 percent; and for LED-backlit LCD sets, rising to 63.5 percent, up from 59.2 percent.

Among specific set categories, increases also took place in some large sizes between the end of Q1 and the close of Q2.

The 46in LCD's share in retail rose to 12.2 percent, up from 11.8 percent. Meanwhile, share for the 60in LCD increased to 5.2 percent, up from 4.2 percent. Plasma sets saw an even greater expansion, with the 50in rising to 23.8 percent, up from 21.2 percent; the 60in increasing to 23.6 percent, up from 18.6 percent; and the 65in growing to 6.9 percent, up from 6.1 percent.

Within the LCD TV space, the majority of the smaller, below-42in screen sizes saw their average retail price increase, as features including Full HD, LED and Internet connectivity became more widespread in 2012 models.

One major exception to this trend was the continued price decline of the ever-popular 32in TV sector. By Q2, the average price of the set was just $435, down from $495 in Q1. In another notable development, pricing in June for the 42in LCD TV category plunged to an all-time low of $761, down from $807 in May, after two consecutive months of price hikes.

In the Smart TV sector, average pricing in June fell to $1,907 from $2,015 in May, but it was up significantly compared to $1,724 in June last year. From a pricing perspective then, the Smart TV can be considered a major technological success so far this year, appealing to consumers with its dynamic mix of interactive features, easy integration with set-top boxes, emphasis on online streaming capabilities and access to over-the-top cable content.

For plasma sets, pricing in Q2 was up for sizes ranging from the 46in to the 60in models, retreating only in the 42in and 65in categories.

Average pricing in Q2 for plasma displays as a whole reached $1,628, while that for LCD TVs amounted to $1,120 during the same period.

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