Asian consumers (not including Japan) bought more than 53 million televisions in 2007 in the 13 countries measured. Volumes are expected to increase to nearly 60 million televisions in 2008, driven by continued strong demand for flat panel televisions across the region. The market volume of flat panel televisions in Asia is forecast to reach 22 million sets in 2008, according to GfK Asia. In the TV category, seven out of ten dollars are spent on flat panel technology, the firm stated.
In Asia total, retail volumes for flat panel televisions measured 62% higher in the second half of 2007, as compared to the same time frame in the previous year.
In the flat panel television category, LCD TVs outsold PDP TVs 5 to 1 overall and registered an on-year unit growth rate rise of more than 60%. Retail sales of PDP TVs increased 37% on a unit basis during the second half of 2007 compared to one year earlier. "In particular, 32-inch plasma TVs posted strong sales gains in China," said Steven Kaiser, commercial director of consumer electronics, GfK Asia. "The recent spike in plasma TV sales should continue in 2008, as more brands market 32-inch screens to consumers."
The average retail price of a flat panel television in Asia was above US$1200 in 2007, and could dip below US$1100 in 2008. Says Kaiser, "Retail prices all across Asia for flat panel televisions continue to fall, even as the manufacturers improve the technology offer and Asian consumers increasingly opt for larger screen sizes. However, some signs suggest that the supply side is tightening; this could slow the speed of price erosion considerably, especially if paired with a surge in demand."
The third quarter is historically measured in Asia as the slowest sales period for televisions. However, expectations are that third quarter demand for televisions in 2008 should be above historical norms for Asia, due to the Beijing 2008 Olympic Summer Games. "The Beijing Games will be broadcast live and in Asian prime time," says Kaiser. "As a result, we expect that the demand in Asia for flat panel televisions will be unseasonably strong in July and August, similar to a spike we measured during the 2006 FIFA World Cup."
In 2008, the market size of DVD players across 12 countries in the Asian Region is forecast to stabilize, reaching 21 million units for the second consecutive year. The value of the DVD player market in Asia declined in 2007, as average retail prices for DVD players dropped to US$85. In Asia total, unit sales increased both for DVD recorders and DVD portable players in 2007, however, combined the two segments make up less than 10% of the DVD hardware market in Asia.
The 13 countries surveyed for Television are China, South Korea, Taiwan, Hong Kong, Thailand, Malaysia, Vietnam, Singapore, Indonesia, Cambodia, Philippines, New Zealand, and Australia, while 12 countries surveyed for DVD Player, DVD Recorder, DVD Portable, and Home Theater System are China, South Korea, Taiwan, Hong Kong, Thailand, Malaysia, Vietnam, Singapore, Indonesia, Philippines, New Zealand, and Australia.