Display Standard - Veritas et Visus

Veritas et Visus Display Standard February 2009
DisplaySearch reports Q4’08 North America TV results
As the US economy deteriorated in Q4’08, shipments of TV sets in North America fell 7% to 10.7M units
according to preliminary results from DisplaySearch. Retailers were careful to avoid an inventory hangover, so they
reduced orders to manufacturers in anticipation of weaker demand. As expected, shipments of LCD TVs, the most
popular TV technology, fell on a Y/Y basis for the first time ever, from 8.9M units in Q4’07 to 8.7M in Q4’08. In
contrast, shipments of plasma TVs, which are typically cheaper than similarly-sized LCD TVs, increased by 28%
Q/Q and 10% Y/Y. The PDP shipment total of 1.3M units was a shipment record. http://www.displaysearch.com
Rank Brand
Q3'08
Unit Share
Q4'08
Unit Share
Q/Q
Growth
Y/Y
Growth
1 Samsung 19.3% 20.4% 17% 38%
2 Sony 11.1% 14.2% 29% 22%
3 Vizio 9.0% 12.3% 53% 19%
4 LGE 6.7% 8.1% 35% 26%
5 Toshiba 7.2% 7.9% 21% 98%
Other 45.4% 37.2% -9% -39%
Total 100.0% 100.0% 11% -7%
Table 1: Preliminary Q3’08-Q4’08 NA flat panel TV unit share and growth
Rank Brand
Q3'08
Unit Share
Q4'08
Unit Share
Q/Q
Growth
Y/Y
Growth
1 Samsung 18.8% 19.2% 12% 50%
2 Sony 13.9% 16.3% 29% 22%
3 Vizio 8.4% 12.8% 67% 14%
4 LGE 7.6% 9.4% 35% 33%
5 Toshiba 8.2% 9.1% 21% 98%
Other 43.1% 33.2% -16% -37%
Total 100.0% 100.0% 9% -2%
Table 2: Preliminary Q3’08-Q4’08 NA LCD TV unit share and growth
Rank Brand
Q3'08
Unit Share
Q4'08
Unit Share
Q/Q
Growth
Y/Y
Growth
1 Panasonic 39.0% 46.9% 54% 34%
2 Samsung 24.0% 27.8% 49% 50%
3 Vizio 13.4% 9.1% -13% 76%
4 LGE 11.2% 7.0% -20% -43%
5 Pioneer 3.5% 2.6% -4% -9%
Other 8.8% 6.4% -6% -62%
Total 100.0% 100.0% 28% 10%
Table 3: Preliminary Q3’08-Q4’08 NA plasma TV unit share and growth
LCD TV component demand exceeding supply, say IC distributors
LCD TV panel makers have placed a significant level of new orders with IC distributors in January because
demand during the year-end holiday season was better than expected, according to IC distributors. Both upstream
and downstream companies in the whole electronics industry were clearing inventories in the fourth quarter of 2008
in response to the economic crisis, but some companies may have controlled too far, said the IC distributors. Since
LCD TV makers cut orders in December, related driver IC companies saw an at least 30-40% sales decline for the
month. However, demand has been stronger than market expectations, and so LCD TV makers are now
aggressively rebuilding their inventories, while IC distributors are hurrying to place orders with component makers.
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