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Brier Dudley's blog

Brier Dudley offers a critical look at technology and business issues affecting the Northwest.

January 3, 2012 at 11:02 AM

Big TV prices coming down farther, but not OLED

The prices of big TVs will continue falling in 2012 but not as dramatically as they did in previous years, according to a new report from NPD DisplaySearch.

Overall TV sales are expected to rise 2 percent in 2012 after being flat in 2011, rising just 0.1 percent, the firm estimates.

LG 55 Inch OLED TV_01 (2).jpg

Average prices of LCD sets will continue to fall, but not as quickly as they have in the past. That’s partly because of the arrival of premium features such as LED backlighting, 3-D and Internet connectivity.

But there are better deals coming on jumbo TVs. The average price of sets up to 50 inches will be under $1,000, and sets 60-inches and larger will see average selling prices fall below $2,000 for the first time this year.

Sales of sets 40 inches and larger will grow 12 percent this year, and sales of sets 50-inches or larger will grow 18 percent, the firm estimated.

Don’t count on deals, though, if you’re shopping for the new ultrathin, ultrabright OLED sets that will be shown next week at the Consumer Electronics Show in Las Vegas.

NPD expects big-screen OLED sets to be on sale in the second half of 2012 and cost “well above $4,000,” it said in a release. (Pictured above is a new 55-inch OLED set from LG.)

OLED prices will continue to be more expensive than mainstream TVs and grow to only about 2.5 percent of the 40-inch and over TV market by 2015, NPD said.

Meanwhile, LCD TVs will account for 88 percent of the sets sold in 2012 and 95 percent by 2014.

Most of the growth in the flat-panel TV business over the next four years will come from emerging markets, where sales will average 11 percent a year for the next four years, the firm predicts. Developed countries will see sales decline an average of 1 percent a year (perhaps because most likely because likely buyers there already have big TVs …).

npdtv.jpg

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