"Primary research conducted in the US continues to suggest most consumers place price and screen size above all other factors," says ABI Research 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's crop of OLED TVs are not the first as Sony introduced much smaller screens in the past, but price and screen size again conspired to make the market for OLED TVs rather limited. Scale will eventually bring prices down, but with LED TVs supporting form factors approaching the svelteness of OLED TVs many consumers may still opt for the less expensive alternative, limiting the rate at which scale is reached.
ABI Research senior analyst Michael Inouye added, "Picture quality is also highlighted as a key benefit for OLED screens, but consumer behavior suggests this might not engender as much perceived value as some might presuppose. Higher contrast ratios and more vibrant colors while nice, will continue to lose out to screen size and price for those consumers who embrace and fully enjoy streaming video, think Blu-ray picture is good, but still enjoy DVD. In the end OLED TVs, at least in the beginning, will likely be more of a statement of status or strong appreciation of form factor than video quality."