Futuresource Headphones Shopper Journey

Report Enquiry View Report

Consumer Electronics

Date Published: 06 Jul 2022

Current Market Trends

Headphones continue to remain a firm consumer favourite, with the survey results showing that true wireless (TWS) headphones were the most purchased form factor, with more than half of the respondents buying a pair. Wired in-ear headphones were also popular, being purchased by nearly one in three.

Across all territories, online reviews play a leading role with shoppers. Whether people are buying online or on the high street, nearly 70% are looking to online reviews first. More people say end user reviews are important, though online independent reviews are also highly valued, as well as word of mouth.

Sustainability is high on the agenda, too, with more than three in five respondents regarding it as an important factor in their headphone purchasing decision. Across all countries combined, one in four considered it the most important factor. However, there were significant country variations, with the largest proportion of consumers in China, followed by the USA, considering it the most important element in their purchase decision.

This headphone market trends report is based on primary research carried out as part of Futuresource Consulting’s extensive consumer research program. This wave of the research, carried out in April and May 2022 across China, France, Germany, UK and USA, focuses on providing insight into the retail journey of consumers buying headphones.

A sample of 7,775 respondents were targeted, all who had to have purchased headphones between April 2021 and May 2022 to qualify for the survey, with some respondents purchasing more than one type.

| Comprehensive PDF report

| Executive summary

| Headphones target market

| US headphone market

| China headphone market

| France headphone market

| Germany headphone market

| UK headphone market

| Headphone market segmentation

| Product ownership

| Sleep headphones

| Active noise cancelling headphones

| Kids’ headphones

| Purchase journey

| Brand uptake and perceptions

| Retailers

| Consumer attitudes and behaviours surrounding headphone purchase decisions, based on international research carried out in April and May 2022

| Inputs from consumers in China, France, Germany, UK and USA

| Reasons behind product ownership

Futuresource has been tracking, researching and consulting on the CE landscape for the last 30 years. This publication is one in a series of research reports, produced to provide businesses with a fully rounded view of the market.

Any business operating within the headphones space and related sectors will benefit from this consumer research report, particularly:

| Manufacturers and their suppliers

| Intermediaries and supply chain

| Retailers

| CE market strategists, marketing and sales professionals

| Investors