Monitor manufacturers cash in on Covid-19

• Shipments expected to grow 5.4% year on year in 2020.
• Asus to register 40% year-on-year growth and Samsung 30% growth among the top 10 brands.

Bengaluru: Monitor manufacturers have been cashing in on the growing demand due to work from home and remote learning initiatives arisen by Covid-19.

TrendForce analyst Anita Wang said that the pandemic has fundamentally transformed the way consumers make purchases this year.

For most members of the general public, she said this transformation entails a switch to work from home and distance education for work and study, respectively, and the ensuing demand for end-devices, whether purchased out-of-pocket or subsidised by employers, has been wholly reflected in the consumer market.

Global monitor shipment is projected to grow by 5.4 per cent year on year this year, owing to strong shipment performances against the downtrend by monitor brands that primarily focus on the consumer markets. 

As of 2020, these brands have experienced three consecutive years of year on year shipment growth.

However, Wang said that brands that primarily focus on the consumer market have performed considerably better in terms of shipment than brands that focus on the commercial market.

Dell is expected to remain the leader, followed by AOC/Philips, HP and Samsung.

Gaming adds fuel to the growth

Asus, which is expected to remain in the eighth position this year also, is expected to reach a 40% YoY increase in monitor shipment, which is far superior to the industry average.

“Asus’ growth rate should be the highest among the top 10 monitor brands for 2020. Their remarkable shipment performance derives from its longstanding effort in cultivating the consumer market, in which it has established a positive brand image and clear product positioning,” Wang said.

Moreover, she said that the Taiwanese brand’s successful product planning also means its gaming monitors have been wildly popular with consumers in the European and US markets.

In the top ten, Samsung and Asus should benefit from the strong consumer market demand and thereby score the highest shipment growth.

Samsung has been particularly active in cultivating its presence in the monitor market, she said, adding that the strong demand for its curved monitors and the company’s aggressive product strategy in the North American market has been able to improve its shipment performance substantially.

For 2020, Wang said that Samsung is expected to reach a 30 per cent year-on-year increase in monitor shipment, thus raising its rank from sixth place last year to fourth place this year.