April 25, 2012 -- Liquid crystal display (LCD) panel prices are declining, and demand for public digital signage is increasing, growing the worldwide signage and professional display market by 12.6% in 2012, according to an IHS iSuppli Signage & Professional Displays Market Tracker report. New display technologies, such as ultra-thin video walls, are also attracting customers.
Shipments of signage and professional displays in 2012 are projected to reach 17.3 million units, up from 15.4 million units in 2011, and 13.5 million units in 2010.
The market is set for continued expansion, with an estimated 25.8 million units shipping in 2016 (see the figure).
|Figure. Global digital signage and professional displays shipment forecast. SOURCE: IHS iSuppli Research, April 2012.|
Digital signage includes displays for digital out-of-home communications and commercial applications. Digital signage deploys advertising, branding, entertainment, and information to target audiences. Unlike static billboards, content can be remotely controlled, managed, and updated. Drivers include adoption by commercial sectors -- namely retail, hospitality/healthcare and government/corporate -- as well as public areas such as sports venues, classrooms, simulators, and other areas.
LCD displays in 40”, 42” and 46” sizes are seeing rapidly decreasing average selling prices (ASPs). The 40” to 44” and 45” to 49” categories were dominant in 2011, but the focus by 2016 will shift toward even larger sizes, including the 50” to 59” screens. Smaller sizes will lose traction as larger-sized displays become more affordable.
Display technology is also advancing, enabling super-narrow-bezel video walls, interactive touch screens, and high-brightness outdoor displays, noted Sanju Khatri, director for signage and public information displays at IHS.
The top three display technologies generating the largest revenue for signage and professional displays in 2012 will be LCD at $8.3 billion, front projection at $3.6 billion, and light-emitting diode (LED) at $1.4 billion. A small market also exists for signage utilizing plasma display and rear-projection technologies.
Within the in-room hospitality displays market of North America, LG Electronics was the dominant player in Q4 2011, with 47% share of shipments. LG sells directly to its customers in the hospitality industry. Other notable performers included Samsung Electronics with 17% market share; and Panasonic Corp. with 15% share.