Audio Market research by Guy Hammett.
Our latest Audio Tech Lifestyles survey shows that consumer behaviour surrounding home audio continues to shift. From battery life concerns to regional variations in device ownership, these insights demonstrate consumers’ emerging attitudes and preferences.
Battery life concerns persist
Despite strides forwards in battery technology, our study shows that battery life remains a critical issue for portable speaker owners. As many as 80% of respondents reported a decline in their device’s battery capabilities over time. This points towards the need for continued innovation in battery performance and longevity.
Interestingly, potential buyers of portable speakers prioritise extended battery life much lower than current owners. This discrepancy suggests a gap in consumer expectations and real-world experience, presenting an opportunity for manufacturers to bridge this divide through education and enhanced product features.
Smart devices: simplifying everyday tasks
Listening to music continues to dominate as the primary use-case for smart device owners.
Our findings indicate that the overall usage patterns have remained relatively consistent with previous surveys. However, there is a notable shift in how consumers interact with their smart devices based on the complexity of the task.
For instance, simple commands such as weather updates are predominantly executed via voice, while more intricate interactions tend to rely less on voice commands. This behaviour underscores the importance of user-friendly interfaces and the potential for further development in voice recognition technology.
Behaviours vary across regions
Delving into regional differences, our survey uncovered some revealing trends.
Japanese consumers significantly under-index in home audio product ownership, likely due to the widespread use of headphones and cultural preferences for personal audio experiences. In contrast, China emerges as a strong market for wireless speakers but trails behind the USA, UK, and Germany in soundbar adoption.
The growing soundbar market
Soundbars have established themselves as a staple in many households. Our research indicates that 66% of soundbar owners have enhanced their setups beyond the basic soundbar, often adding subwoofers for a richer audio experience. Future soundbar purchasers also express a strong inclination to buy external subwoofers if their chosen soundbar does not include one.
Yet there remains a substantial segment of consumers who rely solely on built-in TV speakers, with nearly 50% believing their current setup is sufficient. This highlights the need for ongoing consumer education and experiential marketing to demonstrate the superior quality of soundbars.
The road ahead
Our Audio Tech Lifestyles survey compromises of three separate reports focusing on: home audio, headphones, and music. Each provides an in-depth look at consumer behaviours and preferences across the USA, UK, Germany, Japan, and China.
With over 10,000 participants, these insights help to understanding consumer perspectives within the dynamic audio market.
About the Author:
Guy Hammett is a Senior Market Analyst at market research and industry insights company Futuresource Consulting