European Adoption of Large-Size LCD Monitors

The popularity of large-size LCD monitors with European users iswell ahead of expectations, according to the latest data from Meko'sDisplayCast market research service. The results of the analysis of thevolume and value market data for Europe, published in the Novemberedition of DisplayCast, show that unit sales of 19in. LCD monitors grewby more than 120% quarter on quarter. This growth rate was nearly twicethat predicted by Meko and clearly demonstrates that users are willingto invest in larger displays once they see that the product offers realvalue for money. In fact, the average selling price of monitors in thiscategory went up by 15% from just over $1,360 to more than $1,570. Thisindicates that higher specification products which command higherprices were also in demand.

"We were a little surprised by the rapid take-up of this class ofproduct," noted Meko MD Bob Raikes. "In particular, sales in Italy werevery good, increasing more than tenfold with Acer leading the market inthat country. The company has established itself very well in the PCmarket in Italy and no doubt is seeing the benefits of that in its LCDmonitor sales".

Elsewhere in Europe, unit sales growth was not as dramatic as in thestyle-conscious Italian market. Nonetheless, volumes in theGerman-speaking countries (Austria, Germany, and Switzerland) more thandoubled sequentially, and in the western regions of Europe stronggrowth was also seen in countries such as Belgium and Denmark.

Notably, the UK market did not grow as quickly as expected, showingonly a 32% quarter on quarter increase. "The financial and bankingsector in the country was one of the major markets for 18in. LCDs whenthat class of product first arrived on the market, but it seems thatperhaps those companies that invested in large size LCD monitors earlyon are not yet ready to upgrade," commented Raikes.

In the 17in. screen size class, rapid price reductions also boostedthe market with a 28% sequential rise in unit sales. Year on year unitsales of 17in. class LCD monitors in Europe have grown by more than290% to nearly 500,000 units in Q3 2002. The top three vendors in thisclass are Dell, HP, and Samsung.