Growth of 44% is forecast for 2009, which is revised down from previous forecasts. Lower-priced commercial-grade products, as well as higher-grade consumer products, will help the lower the costs of digital signage deployments, driving high unit growth rates.
“Public display installations are long-term infrastructure projects, and the implementation decisions were made long ago. Current projects will continue to move forward with implementation in the near term, but at a marginally slower pace,” noted Chris Connery, Vice President of PC and Large Format Commercial Displays at DisplaySearch. “In particular, deployments of commercial flat panel products across the globe in mass-transit and quick service restaurant (QSR) markets continue on course for 2009 and 2010,” Connery added.
As the worldwide economy shifts from consumer to a business spending, many advertisers have had their ad dollars cut severely, and are looking to target their message to their new core audience, the B2B buyer. With more business being done locally and more professionals seeking alternate means of transportation to save money, mass transit is becoming more attractive, especially in major metropolitan areas. Dynamic digital displays on rail platforms and other transportation hubs allow advertisers to focus on business professionals without having to rely on mass-media to reach captive audiences.
Conversely, consumers are staying close to home and opting to go to the movies rather than on vacation, also known as "staycations". This trend is leading many movie theaters to overhaul their signage with electronic menu boards, dual-function electronic displays that can tie into POS systems to help concessionaires promote what is readily available in stock, while allowing advertisements for unrelated products.
In terms of technology growth, both LCD and plasma are set to see Y/Y growth in deployments in commercial spaces. However, production investments in LCD technology and its cost competitiveness against plasma especially in key 32-42” sizes will allow LCD to continue to outpace plasma-based solutions. For larger sizes, however, the battle continues, as plasma has a cost advantage, but new thin bezel LCD displays allow for almost seamless video walls.
The DisplaySearch Quarterly FPD Public Display Shipment and Forecast Report includes worldwide shipment and forecast data for both LCD- and PDP-based FPD public displays quarterly through 2015 with historical shipments by brand, by size, by region for LCD Public Displays and historical PDP total worldwide shipments by size from Q1’06 through the present. This new report also provides cost forecasts of LCD and PDP modules used in Public Display environments as well as projected average street prices by size and by technology through 2015. This report is delivered in PowerPoint and includes enhanced Excel data tables. For more information, contact DisplaySearch sales at +1.512.687.1511 or via email at firstname.lastname@example.org [January 26, 2009]
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