Samsung Televisions New Zealand annual TV market based on type Units, 178,603 242,474 290,499

MEPS − Televisions April 2005

per year plus an allowance for market growth. Figures for sales into the retail market show that the New Zealand market for the last three years is as follows:

Table 4A: New Zealand annual TV market based on type
		2001-02 units	2002-03 units	2003-04 units
	Standard 4:3	173,967	231,095	272,080
	Widescreen 16:9	9,170	23,089	40,784
	Unidentified		875	5,983
	Total	183,967	255,059	318,847
Table 4B: New Zealand annual TV market based on feature
		2001-02 units	2002-03 units	2003-04 units
	CRT	178,603	242,474	290,499
	LCD	100	1,604	7,846
	Rear projection	4,222	8,906	13,887
	Plasma	212	2,075	6,152
	Unidentified			463
	Total	183,967	255,059	318,847

The sales of new TVs in 2004 are 11.45% of the total number of TVs estimated to be in the country. On that basis the stock is replaced approximately just under every nine years. This equates to the assessed current economic life of seven years for TVs assessed by manufacturers.

The size of the New Zealand market, as an influencing tool is small. With typical factory production rates of 75,000 units per month, the entire New Zealand market can be supplied by just over four month’s production in Europe or China from a single factory.

The market share data for New Zealand is not readily available, but the market is dominated by three major players − Philips, Sony and Panasonic who together account for 80% of total sales7. The comparable figures for market share in Australia by these manufacturers, is only 19.5%. The market in New Zealand is thus more concentrated in the hands of major players, than in Australia. However the total number of brands is still similar, but the lesser known brands have only a niche market.

3.2 Wide-screen Televisions

Slimline TVs - the majority of which are widescreen format - have increased their share of the market from 4.9% to 8.7% between 2003 and 2004, an increase of 77%, compared with an increase in CRT sets of only 20%. This suggests that both slimline and wide-screen televisions are increasing their market share in New Zealand rapidly at the expense of traditional CRT models.

Very little Australian data exists on penetration and ownership of wide-screen televisions either. Between 2001 and 2002 sales figures reportedly tripled. Between 2002 and 2003 sales of widescreen CRT TVs increased by 50%, plasma TVs by 100% and LCDs increased from a zero base. The overall increase was 78%.

7Personal communication from Garth Wyllie, Consumer Electronics Association of New Zealand.

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A study produced for the Energy Efficiency and Conservation Authority by

Wise Analysis Ltd