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Global display and projector market probed by AVIXA and PMA Research

Volumes are expected to grow, with more devices added in existing locations, but falling prices mean that overall spending on large displays is predicted to fall

Buyers of direct-view displays and projectors expect 20% growth in the number of these products per location over the next three years. Meanwhile, more durable technology is causing replacement cycles to lengthen. 

These are among the findings from Worldwide Market for Large-Display Projects: How Buying Decisions Are Made, a new report from AVIXA and PMA Research. The report provides insight into display buyers on a global scale, from spending patterns and technology choices to product satisfaction. 

The research shows that while commercial-display purchases are shifting toward replacement-driven requirements, there is still a healthy percentage of incremental volume.

Commercial buyers expect nearly half of all display purchases in the next 12 months to be for new locations, adding to their overall inventory. However, the global trend is towards reduced spending on large displays in 2018, even while the number of units is expected to hold steady or grow, as buyers continue to expect falling prices.

“The results of this new display market report are consistent with trends shown in AVIXA’s Industry Outlook and Trends Analysis (IOTA) report, which indicate an inflection point within the display segment,” said Sean Wargo, senior director of market intelligence at AVIXA. “New technologies and applications for large-screen displays are disrupting the market as buyers evaluate options. Overall, display revenues are expected to soften in 2018 before rebounding in 2019 and beyond.”

“This report was designed to deliver an inside look into customers’ motivation for purchasing decisions for display technology,” said Wargo. “If you understand your buyers’ intentions, you can come to the table much better prepared. It might seem obvious, but it all comes down to knowing your customer and thus the drivers of growth.”

For the first stage of the study, key representatives were identified in businesses around the world in three regions: Europe, Asia, and North America. The subjects primarily serve in management roles with responsibility for approving major display projects, and they completed an online survey. The second stage was a program of open-ended interviews with North American buyers involved in large display projects.

Additional highlights from the report include:

  • Worldwide, about half of all participants purchased their large-screen display from a professional AV or IT dealer or integrator. In Europe and Asia, the figure was well over 50%, but in North America, only 33% used a professional AV or IT source.
  • Respondents cited image quality and better resolution as the top reasons for choosing large flat panels over projectors. The top reason for choosing projectors was ease of use.
  • Direct-view LED is starting to gain attention in the minds of large-screen display buyers.
  • Customers tend to focus either on features or brand when making product-selection decisions. Learning which is more important to a customer can successfully drive sales.

“Overall, commercial buyers expect to continue to invest in displays, upgrading current installations and adding incrementally to their fleet this year,” said Rosemary Abowd, senior analyst for PMA Research. “Understanding the buyers’ hot buttons and limitations is critical to capturing the sale. They’ll start by looking at technology that matches their current installation but can be influenced by a growing need for interactivity and piqued interest in new technologies like direct-view LED.”

The report is available for purchase at The price for non-members is $1,999, with discounted rates for AVIXA members.