The combination of high tickets and screen sizes are expected to restrict sales of the new OLED displays to just 1% of the market.
ABI Research says the new TV displays will take a market share of 9% in 2017, while the thinner form factors and reduced power consumption of LED/LCD TVs will help them grow from a 35% market share in 2011 to 75% in 2017.
“Primary research conducted in the US continues to suggest most consumers place price and screen size above all other factors,” says practice director Sam Rosen. “While display technology is cited as very important as well, the prices OLED TVs are expected to command, at least through 2013, will make it a difficult sell for most consumers.”
2012 OLED TVs from Samsung and LG are expected to cost well over $5,000 (closer to $10,000) at sizes less than 60” – Sony and Panasonic are partnering to release larger screen OLED TVs in 2013.