TV set market stalls in Northern Europe while sales are still booming throughout the continent

Friday, July 16th, 2010

Sweden, Denmark, Norway and Finland have seen a significant uptake in their TV sales from 2005 to 2007, as unit sales increased 31% and 26% in 2006 and 2007 respectively. With contrast to most western European countries, these markets have since then suffered a slow down in their TV sales. Except from Denmark, where sales rose 5% in 2008 and 24% in 2009, northern European countries saw their year-over-year TV sales decrease by 1% in the last two years according to Dataxis Intelligence’s market data.

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This two-speed growth in Western European TV sales is partly due the fact that Northern European countries have been one of the earliest markets to transition to flat-screen TVs.

In Norway, flat-screen TVs accounted for 93% of TV sales in 2006 according to Dataxis Intelligence. In Sweden, 70% of TV sales were flat-screens in the same year; In Denmark and Sweden, the figure was 79% and 74% respectively. If we compare this with the rest of Western Europe, we can see that the share of flat-screens in 2006 TV sales was no more than 50% in both France and Germany and 54% in the U.K.

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Leading market research and data analysis firm Dataxis Intelligence will soon release its 2009 annual updates of the TV, music, cinema and video markets.