MEPS − Televisions April 2005
Page 12
A study produced for the Energy Efficiency and Conservation Authority by
Wise Analysis Ltd
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%.
7 Personal communication from Garth Wyllie, Consumer Electronics Association of New Zealand.