Crunching the 4K Numbers at CE Week
Wetherill also cited survey results showing “encouraging” awareness levels among consumers about UHD in the U.S., French, German and U.K. markets (42 percent), with consumers either extremely or reasonably interested in considering a purchase (44 percent). For the U.S. market, his company expects that by Year 7 of UHD’s market presence (2018), one quarter of homes will own at least one UHD set. He cited expectations that over one million UHD TVS will ship in 2014, accounting for three percent of the U.S. TV market and that by 2016, UHD would account for 15 percent of the market (or 5.7 million unit sales). Average UHD pricing, standing at around $2,000 in 2014, should decrease to $1,500 by 2016.
DuBravac presented a synopsis of CEA statistics originally presented in January that reflected a more conservative estimate of UHD adoption than the other two presenters’ data. However, CEA’s data will be refreshed, and new information presented, next month, he said, indicating that half to 60 percent of all TV sales activity tends to occur in the fourth quarter. He did point out that growth in the mature U.S. display market is happening in the connected TV segment; it accounted for 30 percent of all volume last year, and will account for 40 percent of volume this year. In a panel presentation later in the day, Brian Markwalter, CEA senior vice president of research, indicated that the July forecast would nearly double the 485,000-unit 2014 estimate provided in January by CEA.
The vendor panel, “What You Can See: The latest TV Features & Functions,” included perspectives offered by: Tim Alessi, director/product development, LG; Dan Schinasi, senior manager, TV product planning, Home Entertainment group, Samsung; Jim Sanduski, senior VP, strategic product marketing, Sharp; Brian Siegel, GM/VP, Sony; Scott Ramirez, VP, product marketing and development, Toshiba; and Ben Verbraak, senior manager, R&D, and head of Display & Picture Team, Bang & Olufsen.