According to the current OLED development forecast, OLED TV will enter the market in late 2012 and join the market competition of 40-inch models. However, due to the high price and limited quantity, it will only account for 2.5% of the 40-inch and above market share by 2015. It is predicted that the price of the newly launched OLED TV will be 2-3 times higher than that of the high-end LED LCD TV.
In emerging markets such as China, Asia Pacific, Latin America, Eastern Europe, the Middle East and Africa, flat-panel TVs will continue to grow rapidly in the next four years, with an average annual growth rate of 11%, while developed markets are down by an average of 1% per year. With the aftermath of the Indian market, the Asia Pacific region will become the most robust market.
Despite the lower-than-expected growth of 3D TV in the North American market, 3D TV shipments in emerging markets and Europe are better than expected, and global 3D TV shipments will increase slightly. The market share of 3D TV in North America is expected to be 11%, 14% in Western Europe and 12% in China. Since North American consumers have a clear preference for 3D functionality for models above 40 inches, North America will still be the region with the highest 3D TV penetration. In 2011, global shipments of 3D TVs will reach 22 million units, and shipments will reach 100 million units by 2015.
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