Holiday (Q4) shipments of 4K Ultra High-Definition (4K UHD) televisions in the United States are expected to reach 4.5 million units, driving total 4K UHD sales for 2016 to 10 million units, a healthy 40 percent increase over 2015, according to data from the Consumer Technology Association (CTA). Sales of 4K UHD TVs continue to increase as more brands and screen sizes are available at lower prices, new technologies such as High Dynamic Range (HDR) and Wide Color Gamut (WCG) are more widely available, and consumer demand grows. CTA forecasts 4K UHD displays will account for 56 percent of all TV sales during Q4 as the category steadily moves toward comprising nearly 50 percent of total annual TV sales. CTAs annual holiday research shows TVs are among the most desired technology holiday gifts this year, behind notebook computers and tied with smartphones. Even as HDR-compatible sets and displays with other new technologies comprise an increasing share of the product mix, the average wholesale price of 4K UHD TVs declined 22 percent since January.