Thursday, 17 Oct 2019

AMOLED now accounts for 18% of the smartphone market - and is growing

Unit shipments of 5.0-inch-and-larger displays grew 21% to reach 247 million units in Q3, smartphone displays smaller than 5.0 inches fell 6% to 156 million units

28 Dec 2015 | Editor

According to the latest report from IHS full high-definition (FHD) panels reached a record 21% of the smartphone display market in the third quarter (Q3) of 2015, due in large part to increases in AMOLED panel adoption by Samsung and others.

Increasing demand from the Chinese smartphone market, and the popularity of the Apple iPhone 6S Plus, also added to growth in unit shipments of FHD panels that are able to show 1080p images. AMOLED displays comprised 18 percent of all smartphone display unit shipments in Q3 2015, up from 10 percent in Q3 2014.

The Samsung group has relied on AMOLED as an important differentiating feature in its proprietary Galaxy smartphones for six years, as it helps the company achieve better colour performance, on-cell touch, and slimmer and lighter form factors.

To expand market adoption, Samsung Display recently changed its smartphone display strategy to begin selling AMOLED panels to external customers.

Beginning in the second half of 2015, OPPO, Gionee, vivo, Meizu, Lenovo, Huawei and other smartphone brands, installed AMOLED in their devices. Meanwhile, products like the Google Nexus 6P, the Microsoft Lumia 950XL, the Meizhu Pro 5, and the recently announced BlackBerry Priv now have AMOLED displays.

The plus-sizing of smartphones continues. Led by the rising popularity of the iPhone 6S Plus and other large smartphones, unit shipments of 5.0-inch-and-larger displays surpassed those of smaller displays for the first time in Q3 2015. While quarter-over-quarter unit shipments of 5.0-inch-and-larger displays grew 21 percent to reach 247 million units in Q3, smartphone displays smaller than 5.0 inches fell 6 percent to 156 million units.

Unit shipments of 5.0-inch smartphone panels experienced the largest growth of any size, jumping from 93 million in Q2 2015 to 104 million in Q3, which is the first time 5.0-inch shipments exceeded 100 million units in a single quarter. Thanks to the iPhone 6S Plus and other new models manufactured in China, 5.5-inch smartphone panels grew from 65.6 million in Q2 2015 to 79.8 million in Q3 2015.

IHS - Smartphone display shipment share by display technology

Figure: IHS - Smartphone display shipment share by display technology

Besides, HD and FHD, IHS see several new rising segment :

  • 2560x1440: Known as the so-called QHD or WQHD, Samsung Galaxy Note is using this resolution for its 5.7” model.
  • 3840x2160 (4Kx2K) : Sony just launched its flagship Xperia Z Premium model. The panel shipment in Q3 2015 is still small.

Several Chinese brands are considering to upgrade to QHD in 2016 for their flagship models although there is much debate about whether the consumer will appreciate the benefits of QHD before they lost their patience about the huge power consumption of the QHD resolution.

Many industry analysts believe that Chinese consumers, even when they are buying high end model, will care more about power consumption than higher resolution and many believe that FHD is good enough for many consumers' needs.

David Hsieh, senior analyst for IHS Technology, said, "2015 will be a banner year for AMOLED as the technology will soon be included in high-end smartphones from many other companies." David added, "The simpler structure and better picture performance of AMOLED screens may even encourage Apple to consider adopting the technology in the future."

Source: The IHS Smartphone Display Market Tracker provides a quarterly update on smartphone display shipments, technology development, features trends and smartphone market dynamics.


About IHS

IHS (NYSE: IHS) is the leading source of insight, analytics and expertise in critical areas that shape today’s business landscape. Businesses and governments in more than 140 countries around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence.

IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth and employs approximately 8,600 people in 32 countries around the world.

Source: IHS

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