Led Displays' Energy Savings Needs Marketing

Led Displays' Energy Savings Needs Marketing

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The new DisplaySearch Quarterly TV Design and Features Report shows that the energy savings associated with LED displays has suffered from a lack of adequate marketing. There is a ton of online information out there pointing out that LED displays are considerably more energy-efficient than conventional LCD displays. But it's one thing to show an academic interest in the differences between LED and LCD technologies and another to consider these differences when shopping for a digital display or a high-definition TV. In fact, it's hard to translate consumers' purported interest in energy-efficiency technology with actual shopping behaviors. But here, too, it may very well be a lack of marketing that is holding LED displays back from capitalizing on their sixable energy savings.

LED Energy Costs and Payback Times by Region
Like nearly any energy cost analysis, multiple variables make any clear-cut advice hard to offer. The DisplaySearch report highlights one such variable and shows the remarkable degree of variance in payback times by region. U.S. consumers, for example, can expect an LED display to pay for itself in about 5.1 years, while western European consumers observe average payback times of 1.9 years and Chinese consumers must wait 12.2 years. Even within the U.S., various state energy costs, programs, and incentives can have a big impact on these payback times. In California, consumers see an average payback time of 3.8 years.

Individual Consumers vs. Business Clients
One of the reasons LED display manufacturers and digital firms may be experiencing trouble reaching new markets is the difference between individual consumers and business clients. LED displays were first marketed to business clients that could handle the upfront costs of LED displays more easily. Individual consumers, even those who profess to value long-term cost savings, are not as easily swayed by this calculation of long-tern benefit, especially when saddled with limited financial resources. In this way, aggressive marketing and information campaigns aimed at educating and persuading consumers to look at these long-term cost considerations are incredibly important for LED display manufacturers.

LED Display Technology and Development
Most likely, one of the reasons this marketing hasn't been taken up on any kind of widespread scale is a hierarchy of priorities. LED display manufacturing is still a highly competitive industry with several manufacturers battling for supremacy. It's difficult to focus on a single issue, such as the long-term value of energy-efficiency, while manufacturers must first focus on their relative position within the LED display market. And in this race for superior branding and technological innovation, this type of energy-efficiency marketing is taking a backseat, despite being needed to grow the overall market for LED displays.

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If you want to learn more about our LED Displays, visit FWi at www.fourwindsinteractive.com



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