Asian Ultra HD display technology spend rockets 700% year on year

DetailsJoseph O'Halloran | 25 May 2015

Even as the total sales volume of flat panel TV continues to slow down in key Asian markets, consumer demand for Ultra HD models has spiked 'exponentially' in the past year, says research firm GfK.

samsung SUHDThe company's point of sales tracking in Singapore, Malaysia, Thailand, Vietnam, Indonesia and the Philippines, found that the 11.8 million TV sets sold in April 2014 to March 2015 represented a 2.9% drop compared with the same period a year ago. Moreover, sales of the higher value Ultra HD models managed to drive up dollar value generated by the entire TV market by the same percentage.

The countries also reported surges in sales value of their respective Ultra HD TV markets in the range of 20-77%, with Singapore (77%), Indonesia (67%) and Vietnam (47%) registering the fastest growth. By contrast, in unit terms, sales volumes climbed year-on-year in the range of 9-37%, led by Singapore and Indonesia (37%), followed by Vietnam (23%). The segment contributed nearly 8% of the region's TV sales dollars, accounting for $354 million, a 280% rise compared with a year earlier. GfK found penetration is highest in the most developed market of Singapore, where more than one in every ten (13%) sets sold is of this technology.

Showing what could drive sales even more, GfK revealed that the rising share of Ultra HD in the TV market had a fall in average prices to around 61% for this segment, from $5,500 to $2,160. The most commonly purchased screen size for this segment is 41"-50", making up 35% in share of the Ultra HD sales volume. Country-wide variations existed: the most popular Ultra HD screen size in Singapore was 41"-50", while consumers in Vietnam and Thailand are buying more 51"-55". In the last 12 months, Ultra HD TVs sized 55" and below represented around 60% of the total market value.

"With the near completion of switchover trend in developing South East Asian countries, consumers are now focusing on upgrading to the latest screen technology," said Gerard Tan, account director for Digital World in GfK. "Manufacturers and retailers have been aggressively launching attractive promotions to stimulate take-up rates. TV technology is constantly evolving, and with each new launch, we see the progression of consumers moving from small to big screens, with affordability increasing over time. Moving forward into the rest of 2015, we can expect to see rising excitement in the Ultra HD TV market as manufacturers battle for the consumer dollar with more offerings at more attractive prices; and at the end of the day, consumers are the ones who get to enjoy the good deals resulting from the fierce competition."