A display device includes a display panel having pixels each constituted by red, green, blue, and white subpixels and a backlight, further including: a grayscale ratio calculating section acquiring RGB data and calculating a ratio of the lowest to the highest of RGB grayscales in each pixel; a detection section detecting, from the RGB data, a ratio of the number of target pixels in one frame; a conversion coefficient calculating section acquiring, by using the detected ratio, a conversion coefficient for converting the RGB data into RGBW data; a RGB data conversion section converting the RGB data into the RGBW data per pixel by using the conversion coefficient; and a display control section generating, from the RGBW data, an image to be displayed on the display panel and causing the display panel to display the image.