TV Prices Continue Slide

DisplaySearch holiday TV prices December 2011

Average prices of HDTV units slid to new lows during this year’s holiday season, with the average price of 46″ LCD TVs falling below $1,000 and 32″ TVs falling below $500, both for the first time.

That’s according to the Quarterly TV Cost and Price Forecast Model, an estimate of holiday averages released this week by NPD DisplaySearch.

Other milestones projected include the average price for 40″ active-shutter 3D LCD TVs and 47″ passive 3D LCD TVs both falling below $1,000.

“The flat panel TV industry is now in a very advanced state of maturity, and the rapid cost reductions seen in the mid-2000s due to enormous investments in panel production capacity have slowed considerably. Despite this, consumers still expect rapid continuous retail price reductions.” Paul Gagnon, NPD DisplaySearch’s Director of North America TV Market Research, said as part of the announcement.

“In an effort to offer more value and entice consumers to focus less on price as a motivating factor, a number of new technologies, like LED backlights, higher frame rates and even 3D, were introduced to boost demand without resorting to price-driven tactics.”

The firm added that price erosion will be “less significant” in 2012.

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