Monitors

The past three years have seen three different brands as win

ners, making monitors one of the most interesting segments. Initially, Microtek

reigned supreme in the User’s Choice for two years. This reign was finally

broken by Sony. With their Trinitron tubes and flat screens, these monitors

became the darlings of graphics designers despite their high prices. However,

Sony monitors weren’t able to keep up the momentum, giving way to LG as the

winner in 1998.

LG wasn’t able to hold its position either, and gave way to

Samsung last year. Since then, there’s been fierce competition between the two

for market share. Samsung has consolidated its number one position by becoming

the most preferred brand. LG’s UPI has slipped from 87 last year to 66 this

year.

Microtek couldn’t retain its number three position of last

year and has slipped down to number five. Philips, which had failed to make it

into the rankings last year, has managed to make a comeback, though at number

four.

This year has been interesting with Samsung and LG launching

massive ad campaigns to promote their products. Perhaps that’s why both

monitors were reported as being owned by the maximum number of respondents in

our survey. Samsung’s numbers were higher than LG’s here as well.

Users reported quality as the prime criterion for buying a

monitor. Service and support, and reliability were reported as the next two

factors playing a role in the buying decision. Availability wasn’t reported as

much of an issue. Samsung emerged as the brand of choice in the South, but needs

more focus in the other regions. LG is strong in the South as well as the East.

Being a highly competitive segment, it would be interesting

to see who gains the mindshare next year. We’ll be back to check out the

display in this segment.