According to IHS iSuppli's US TV Consumer Preference Research Report, American TV buyers who chose to buy LED-backlit TVs for the first time surpassed CCFL-backlit TVs that dominated the market for many years.
In the fourth quarter of 2011, the proportion of consumers who decided to purchase LED-backlit LCD TVs from the beginning rose to 54%, much higher than 22% in the third quarter. This led to a sharp drop in the proportion of CCFL backlights from 56% in the third quarter to 25%.
Of those consumers who decided to purchase LED TVs, 54% implemented actual actions. More convincingly, those who initially preferred to buy CCFL TVs ended up with 81% of them buying LED TVs.
LED and CCFL are two main types of LCD TV backlight technology, CCFL is an older technology. LEDs consume less power than CCFLs, have a long life, are more environmentally friendly, and contain no chemicals such as mercury or lead. LED backlights also produce brighter white light and a wider range of contrast.
The latest survey results show that American TV buyers are more aware of technology. The survey randomly selected 45,000 respondents from more than 2 million US family libraries each quarter, and the family library is continuously updated. LCDs have dominated the television industry for many years, and even after the media widely publicized the advantages of LED as a new technology, TV buyers have not been aware of market information about LEDs for a long time.
However, the situation is changing rapidly, especially as the price of LED-backlit TVs has dropped, and the showrooms of retail channels have clearly turned to new models. In the fourth quarter of 2011, the average price of a 42-inch 1080p, 120Hz LED was $862, while the same size CCFL LCD TV was $755. A year ago, the price difference between the two was much larger. The LED price was $1,049, and the LCD was $800.
The survey also showed that all LCD TVs, including LED backlights and CCFL backlights, accounted for about nine-tenths of the overall TV market, and the remaining 10% belonged to plasma TVs that did not use any backlights. LCD TV prices continue to fall, coupled with consumer perceptions of lower plasma TV specifications, further damaging the dying plasma market. The final exit of the plasma TV market seems to be a foregone conclusion.
The replacement rate of plasma TVs in the fourth quarter is also falling, with only 11% of plasma TVs being replaced by new plasma TVs, down from 21% in the third quarter. This further indicates that consumer loyalty to plasma technology continues to decline.
For those who buy LCD TVs, price is still the main consideration, and image quality and screen size are increasingly becoming important factors influencing purchasing decisions. In contrast, the importance of Internet connectivity has declined as consumers have encountered difficulties in integrating this functionality into existing viewing platforms.
Other findings: 32 inches is no longer the optimal size for liquid crystals, and its status is replaced by 40 to 42 inches. While most newly purchased TVs are still placed in major areas such as the living room, family room or master bedroom, 10% are currently placed in “other†bedrooms, a record change.
The best brands in the fourth quarter are Sony, as well as Samsung and Vizio. Previously LG Electronics was the best brand of word of mouth. According to consumers, these three brands continue to provide innovative value-added features that value the user experience.
Among retailers, Amazon and Costco scored the highest, and the survey found that consumers are increasingly turning to online retailers to buy high-quality and large-size TVs.
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