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Futuresource Headphones Shopper Journey

Date Published:

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.  

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