Small and Medium Display Active Matrix OLED Penetration to More Than Double by 2015, According to NPD DisplaySearch

Total OLED display shipments are expected to reach 191 million in 2012

Santa Clara, Calif., December 17, 2012-Active matrix OLED (AMOLED) displays have been encroaching on the dominant LCD technology in small and medium (9" and smaller) displays, as mobile phone manufacturers have increased adoption. According to the NPD DisplaySearch Quarterly Small/Medium Shipment and Forecast Report, this has led to AMOLED capturing 6% of the small/medium display market in 2012 and is forecast to more than double by 2015 to 13%.

Total OLED display shipments are expected to reach 191 million in 2012, accounting for an 8.4% share of the overall small/medium display category.

"Prior to the start of mass production of AMOLED displays for mobile phones, only passive matrix OLED (PMOLED) displays were available, mostly used in applications such as mobile phone sub-displays, automobile displays, and some industrial and niche applications," said Yoonsung Chung, Director, Large-Area Displays & FPD Materials for NPD DisplaySearch. "AMOLED displays have driven total OLED penetration into the small/medium display market since 2010 when Samsung launched the Galaxy S, the first AMOLED smartphone in 2010."

Mobile phones continue to drive the growth of the OLED market, and mobile phone applications are expected to have a 69% share of the total small/ medium OLED market in 2012, growing to 83% in 2015. However, mass adoption of AMOLED technology will need to overcome some very real hurdles. Market entry for newcomers is challenging due to the very detailed and technical engineering and production experience required for OLED manufacturing. On average, successful entry takes five years. In addition, AMOLED display technology is more expensive to produce, which undoubtedly impacts demand.

"Samsung Displays produces nearly all AMOLED displays, but more players will need to participate in order to drive growth of AMOLED technology," said Chung. "NPD DisplaySearch forecasts that new panel makers will enter the market in 2013, particularly from Taiwan and China. In addition, we expect to see OLED applications for smartphones, amusement devices, digital still cameras, and home appliances drive additional demand."

About NPD DisplaySearch
Since 1996, NPD DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the display supply chain, as well as the emerging photovoltaic/solar cell industries. NPD DisplaySearch provides trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge. In collaboration with The NPD Group, its parent company, DisplaySearch uniquely offers a true end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information on DisplaySearch analysts, reports and industry events, visit us at Read our blog at and follow us on Twitter at @DisplaySearch.

About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, entertainment, fashion, food/foodservice, home, office supplies, sports, technology, toys, video games, and wireless. For more information, visit, and Follow us on Twitter at @npdtech and @npdgroup.

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