Consumer acceptance for LED backlight in LCD screens lower than expected
LED penetration in LCD TV was 7 percentage points lower than forecasted, said NPD DisplaySearch Vice President Yoshio Tamura. “Therefore, TV makers are changing their strategies on direct LED-backlit TV. Instead of high picture quality, set makers have chosen low-power consumption with a corresponding lower price as selling points for this new type of LED-backlit TV. This will increase its competitiveness with CCFL-backlit LCD TV and even CRT TV.”
In Q4 2011, the premium for an LED backlight in a 32" LCD TV was still 42 percent. Previously, the market researcher expected this premium to fall to 27 percent. This fact correlates with low consumer acceptance.
The materials cost for direct LED backlights comes closer to that of CCFL backlights. NPD DisplaySearch estimates that for 32” LCD TVs, direct LED backlights cost 1.3-1.4 times CCFL backlights, as opposed to edge-lit LED backlights, which are estimated to cost more than twice as much as CCFL backlights. For 40” LCD TVs, the savings could be even greater, with low-cost direct backlights cutting nearly $40 in material costs, which could result in as much as $100 in savings at retail. The reason why direct LED backlight is cheaper than edge-lit versions is that only about half as many LEDs are needed. Also optical parts and light guides can be implemented in a more cost-saving way. The trade-off is that direct LED backlight requires a thicker profile, and that brightness is lowered to 300 nits versus 450 mits for edge-lit LED or CCFL. What’s more, lack of dimming reduces the contrast ratio and image quality.
For more information, visit Quarterly LED Backlight Report,
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