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The Sony High Definition Benchmark Report has revealed that one in five Australian households has access to a high definition LCD TV and one in 12 has access to a HD Plasma TV, based on population figures from the Australian Bureau of Statistics.
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Furthermore, year on year, the growth in high definition spending has increased overall by 39 per cent compared to Q1 2007, which was authored by industry analysts GfK.
According to Carl Rose, Managing Director of Sony Australia. “For retailers, this continued HD TV market growth is encouraging as we are now witnessing a flow on effect of sales into other high definition categories that complement an HD TV. At present, LCD HD TVs alone make up 61 per cent of spending on HD hardware products, but sales in complementary products are also on the rise. For example, the sales value of HD camcorders accounted for 25.7 per cent of total camcorder revenues in Q1 2008.”
Demand for HD camcorders is now well established, with 11.5 per cent of all sales in the camcorder market made up of HD models. Unit sales of HD camcorders tripled compared to last year’s results in Q1 2007, the report found.
According to the report, for the quarter of January to March 2008, HD represented 79 per cent of all CE sales revenue compared to 21 per cent for non-HD models, the highest proportion recorded for HD models since the Benchmark report began in 2005. The total sales value for all hardware products (HD and non-HD) in The Benchmark tracked a year on year growth of 18.5 per cent from Q1 2007.
Dennis Butler, Account Manager for GfK Australia and author of the report, said “Australian consumers continue to choose the benefits of high definition products over standard definition, with non HD products sales values dropping to their lowest recorded figure in the three years the HD Benchmark has been tracking.”
According to the Australian Bureau of Statistics, there were approximately 7.6 million occupied households in Australia at August 2006. The annual household growth rate is 1.7 per cent, so at August 2007 the number of households is estimated at 7.7 million.
“Consumers have clearly taken to Full HD 1080p television over the past three months. Of the entire flat panel television market, Full HD 1080p formats make up more than a fifth (22 per cent) whilst HD TV (1080i/720p) commanded 74 per cent of the market. Of all the Full HD 1080p TVs sold since the start of 2007, a whopping 84 per cent were LCD and 16 per cent were Plasma,” said Butler.
The LCD TV market also recorded its second highest quarterly figure ever, outselling HD Plasma TV sets by almost 3 to 1 and posting a yearly increase of 65 per cent on Q1 2007. Almost all flat panel televisions sold are now high definition models – 98.6 per cent of LCD TVs and 88.9 per cent of Plasma TVs sold in the quarter were high definition.
