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Nov 13, 2024

TWS And Headphones: Rethinking Consumer Preferences And Longevity - TWICE

Rasika D'Souza (Iyer), Principal Analyst- Head of Personal Electronics at Futuresource Consulting ⋅ Published: November 12, 2024 Over the years of conducting our Audio Tech Lifestyles research, we’ve

Rasika D'Souza (Iyer), Principal Analyst- Head of Personal Electronics at Futuresource Consulting ⋅ Published: November 12, 2024

Over the years of conducting our Audio Tech Lifestyles research, we’ve observed significant shifts in consumer behaviors and preferences. The shift from traditional wired headphones to True Wireless Stereo (TWS) headphones marked a pivotal moment, driven by the convenience and portability that TWS offers. However, recent feedback suggests that this trend is evolving once more. Consumers have increasingly migrated towards TWS headphones for daily use, leading to a decline in the need for multiple pairs of headphones. Yet our latest survey has shown the emergence of in-ear fatigue, which is causing a slowdown in the uptake of TWS. More consumers are now gravitating towards wireless on-ear and over-ear headphones, as well as open-ear headphones.

Despite a dip in popularity, TWS headphones remain a staple among respondents, with 57% ownership levels. Gen Z and Millennials in particular favor this form factor, with ownership rates of 71% and 65% respectively. On the other hand, open-ear headphones have enjoyed a bump in popularity, with ownership climbing to 9%, compared to 4% in our previous survey.

Wireless over-ear headphones have emerged as the go-to choice for indoor activities such as gaming, TV sound, and music listening at home. Meanwhile, open-ear audio is establishing itself as a versatile contender, primarily used for exercise and gym activities, but also increasingly adopted for general music listening. This trend points to its growing role as a lifestyle product.

When it comes to future purchases, our study indicates that Apple, Sony, Bose, Huawei, and Samsung are the leading brands in consumers’ minds. Traditional audio brands such as JBL, Audio Technica, Philips, and JVC also feature prominently in the Top 10 list, reflecting their established reputation in the industry. Notably, JBL ranks among the top five brands across all form factors, demonstrating its consistent success in capturing consumer interest and wallet share over the long term.

One of the most striking findings from our research is the shift towards longer replacement cycles for headphones. More than a quarter of respondents plan to replace their headphones within the year, primarily to upgrade for better sound quality or missing features. However, more than one in three saw no immediate need for a replacement, while one in five will wait until their current headphones fail.

This trend suggests a need for the industry to recalibrate its strategies. We are likely to see a general trend toward longer replacement cycles, especially as TWS headphones increasingly meet users’ needs. Many consumers are now opting to repair or service their headphones instead of buying direct replacements. This behavior aligns with the growing movement towards sustainable practices, as consumers aim to extend the lifespan of their purchases to save costs and reduce waste.

Consumer preferences are continuing to shift in surprising ways, highlighting the need to stay on top of consumers’ changing appetites. We are also seeing a burgeoning interest in eco-friendly audio solutions, with companies experimenting with sustainable materials and energy-efficient technologies. As consumers become more environmentally conscious, the demand for products that align with these values will undoubtedly rise.

The new series of Audio Tech Lifestyles reports from Futuresource Consulting provides detailed insights into consumer preferences and usage patterns for wireless speakers, smart speakers, soundbars, Hi-Fi systems and separates, and headphones across the USA, UK, Germany, Japan, and China. These reports are based on surveys conducted with more than 10,000 consumers, offering a comprehensive view of the global audio tech landscape.

For further information or to make a purchase, please contact Benedict at [email protected]. As we continue to navigate the dynamic audio tech market, staying attuned to these emerging trends will be crucial for shaping the future of our industry.

See also: How The Latest Trends In Outdoor Audio Elevate Outdoor Spaces

Rasika D'Souza (Iyer), Principal Analyst- Head of Personal Electronics at Futuresource Consulting

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Tags ⋅ Apple ⋅ audio ⋅ Audio Tech Lifestyles ⋅ Audio-Technica ⋅ Bose ⋅ Executive Insight ⋅ Futuresource ⋅ Headphones ⋅ Huawei ⋅ JBL ⋅ JVC ⋅ Philips ⋅ Samsung ⋅ Sony ⋅ true wireless stereo ⋅ TWS