Total blended average selling prices for LCD TVs fell by 24% compared to the year 2009, while PDP TVs fell by 21%. The first half of 2009 looked better than expected for unit demand because of the price drops, making it easy for brands to stifle costs. LCD-TV panel prices dropped between the Q4 2008 and Q1 2009, which led to the increase in sales at the beginning of 2009.
The situation reversed in Q3 and Q4 of 2009 but – panel prices stabilised in September, where they stayed during an unusually weak seasonal period. DisplaySearch predicts that TV manufacturers and retailers passed on the margins acquired earlier this year to ensure that prices do not stagnate or rise, thereby slowing demand.
The report shows that LCD TV prices are expected to stabilise in 2010, as panel prices slowed. Large and growing demand in China keeps suppliers on their toes. Besides this, we can expect fancy 3D screen TVs to help compensate for natural price erosion.
PDP TVs are expected to experience a 15 to 25 percent fall through 2010. This is a much faster decrease than LCD TVs, but will be slower than the steep decline experience in 2009. Soon everyone may own a LCD TV.