A memory-type liquid crystal display device includes a liquid crystal panel including memory circuits, and conducts a refresh operation more than once during a display holding period after rewriting of a screen. The memory-type liquid crystal display device increases at least one of (i) a frequency at which the screen is rewritten and (ii) a frequency at which the refresh operation is conducted during the display holding period as an intensity of light received by the liquid crystal panel increases. This allows the memory-type liquid crystal display device to reduce power consumption while keeping its display quality.