Europe fuels demand for big-screen TVs

Japanese consumer electronics giant Sharp is predicting that the average size of home LCD TVs in Europe will be 60in by 2015.

Recent figures from market research firm GFK reveal that large flat-screen TV sales have risen by 182 per cent year on year.

Sales of 46in-plus LCDs have rocketed by 272 per cent in the past 12 months, suggesting that big screen TVs are becoming a permanent feature in the home.

Sales of 40in to 42in TVs have increased 128 per cent, and sales of 37in screens have risen by a huge 308 per cent.

"The growth in the popularity of larger screen TVs is underlined by the fact that last year our most popular range was the 42in," said Tommaso Monetto, product manager for the Sharp Aquos LCD TV.

"Although we have seen a growth in sales of 46 per cent in this range since January 2006, this has now been eclipsed by the 46in range in 2007, sales of which have shot up a whopping 150 per cent."

Mike Gabriel, head of marketing and communications for Sharp Electronics, puts the increase in sales down to the onset of the digital switchover and the increase in high definition content.

"More and more people are seeking to make the most out of their digital TV and are using new technology to do this," he said.

"Developments such as high-definition broadcasts and Blu-ray are allowing people to sit close to their TV screens and experience cinematic quality in the comfort of their own living room.

"Big screens are no longer for just shop windows or shiny office receptions. The demand for HD-ready 1080p picture quality in the home has led to an increase in the affordability and availability of larger TVs."

However some commentators have questioned whether this 'bigger is better' mentality will continue on its current path, particularly in large cities like London where living room space is at a premium.