Despite a fall in demand for flat-panel televisions in Europe, liquid-crystal display (LCD) models outsold old-fashioned "tube" televisions for the first time there during the third quarter.
Third-quarter sales of all kinds of televisions in Europe dropped 16 percent year on year, according to market analyst DisplaySearch. However, sales of CRT (cathode-ray tube) models dropped faster, allowing LCD models to outsell them.
Worldwide television shipments during the third quarter totalled 45.5 million, up 3 percent year on year, DisplaySearch. said. The value of those sales rose much faster, up 28 percent to US$24.9 billion, as demand switched to more expensive flat-panel models. The average selling price of televisions during the quarter was US$548.
Overall television shipments grew fastest in China, up 17 percent year on year to 9.4 million. CRT models continued to sell well there, with shipments growing 15 percent year on year.
North American TV shipments for the quarter rose to 9.3 million units, up 8 percent year on year. Sales of CRT models only rose 1 percent, though, meaning sales of LCD TVs won't overtake those of CRT models in North America until the fourth quarter.
As more expensive LCD models make up a greater share of demand, average selling prices are rising. CRT models still make up 69 percent of the worldwide market by volume, but only 26 percent by value, DisplaySearch. said.
Samsung Electronics now ships more televisions than any other company, according to DisplaySearch. The company's market share by volume rose to 11.2 percent from 10.6 percent the previous quarter, allowing it to overtake LG Electronics, which slipped from 11.4 percent share to 9.9 percent. Samsung is also number one by sales value, too: its share rose to 15.2 percent from 14.6 percent last quarter, allowing it to extend its lead over second-place Sony with 10.3 percent share, down from 10.9 percent last quarter, the analyst said.