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Headphones - UK - July 2015

Headphones - UK - July 2015

“With over half of current owners willing to spend more on a product that they can try out before purchase and about a third of them looking to match their headphones with their personal style, in-store interactive product displays and individual product personalisation are likely to be the greatest drivers of market growth.”

– Sara Ballaben, Technology Analyst

This report discusses the following key issues:

Encouraging sports users to upgrade
Appealing to Stylish Youths


OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
Over four in five consumers own a pair of headphones
Figure 1: Models of headphones owned, February 2015
Consumers seek smartphone compatibility and quality of the experience
Figure 2: Features of headphones owned, February 2015
Consumers use headphones at home, on-the-go and while training
Figure 3: Occasions of use of headphones owned, February 2015
Brands need to prove their value
Figure 4: Attitudes towards headphones, February 2015
Secure fit is consumers’ biggest concern
Figure 5: Important features when buying new headphones, February 2015
ISSUES & INSIGHTS
Encouraging sports users to upgrade
Appealing to Stylish Youths
THE MARKET
What you need to know
Bluetooth segment drives market growth in 2015
Smartphone compatibility becomes market-wide standard
Listening to music goes wireless
Will smartwatches boost the Bluetooth segment?
Co-branding brings design challenge to the next level
Market size
Bluetooth segment drives market growth in 2015
Figure 6: Value of headphones sales, 2014 and 2015
Figure 7: Breakdown of market value, by headphones type, 2014 and 2015
Market drivers
Smartphone compatibility becomes market standard
Figure 8: Personal ownership of consumer technology products, June 2013 to April 2015
Listening to music goes wireless
Will smartwatches boost the Bluetooth segment?
Figure 9: PowerBeats2 Wireless headphones and Apple Watch in the Green Sport version, 2015
Co-branding brings design challenge to the next level
Figure 10: Chanel x Monster Headphones, 2014
Figure 11: SMS Audio’s Star Wars Headphones Second Edition, 2015
KEY PLAYERS
What you need to know
Mainstream brand exposure builds trust
Innovation is key for audio specialists to stay competitive
The headphones ad space becomes more competitive
Celebrity endorsements drive brand image
Consumer-centric innovation drives product launches
Brand research
Brand map
Figure 12: Attitudes towards and usage of selected technology brands, May 2015
Key brand metrics
Figure 13: Key metrics for selected technology brands, May 2015
Figure 14: Attitudes, by brand, May 2015
Figure 15: Brand personality – Macro image, May 2015
Figure 16: Brand personality – Micro image, May 2015
Brand analysis
Figure 17: User profile of Samsung, May 2015
Figure 18: User profile of Sony, May 2015
Figure 19: User profile of Apple, May 2015
Figure 20: User profile of Bose, May 2015
Figure 21: User profile of Beats by Dre, May 2015
Figure 22: User profile of Sennheiser, May 2015
Figure 23: User profile of Philips, May 2015
Figure 24: User profile of JVC, May 2015
Brand communication and promotion
The headphones ad space becomes more competitive
Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on headphones, by media type, 2013 and
2014
Top 3 advertisers account for almost 90% of adspend
Figure 26: Top 10 companies for recorded above-the-line, online display and direct mail total advertising expenditure on headphones, 2014
35
Celebrity endorsements drive brand image
Methodology and coverage
Launch activity and innovation
Customisation goes modular
Figure 27: AIAIAI’s TMA-2 modular headphones, 2015
Figure 28: Axel Audio’s customisable headband inserts and speakers, 2015
Headphones for all ages
The 3D experience
Figure 29: Dashbon’s Mask headphones, 2015
The next frontier of wireless listening
Reconnect with the external world
Switch on to switch off
THE CONSUMER
What you need to know
Over four in five consumers own a pair of headphones
Consumers seek smartphone compatibility and quality of the experience
Consumers use headphones at home, on-the-go and while training
Brands need to prove their value
Secure fit is consumers’ biggest concern
Headphones models
Over four in five consumers own a pair of headphones
Figure 30: Models of headphones owned, February 2015
Sound quality is important across generations
Figure 31: Models of headphones owned, by age, February 2015
Consumers seek smartphone compatibility and quality of the experience
Figure 32: Features of headphones owned, February 2015
Men more likely to care for quality of the listening experience
Figure 33: Models of headphones owned, by gender, February 2015
Figure 34: Features available on headphones owned, by gender, February 2015
Brand of headphones
Smartphone manufacturers are the most popular
Figure 35: Brands of headphones owned, February 2015
Consumers likely to have recently bought premium headphones
Figure 36: Brands of headphones bought in the last 12 months, February 2015
Frequency of use
Three in four people use headphones at least once a week
Figure 37: Frequency of use of headphones owned, February 2015
Almost three fifths of young men use headphones every day
Figure 38: Frequency of use of headphones owned, by age, February 2015
Figure 39: Frequency of use of headphones owned, by gender, February 2015
Occasions of use
Consumers use headphones at home, on-the-go and while training
Figure 40: Occasions of use of headphones owned, February 2015
Different models for different activities
Attitudes towards headphones
Brands need to prove their value
Figure 41: Attitudes towards headphones, February 2015
Figure 42: Sony’s Waterproof Walkman, 2014
Business partnerships as a way into people’s lives
Know your audience
Figure 43: Target groups, February 2015
Purchase intentions
Market growth unlikely to come from new adopters
Figure 44: Non-owners’ interest in buying headphones, February 2015
Almost half of consumers wouldn’t spend more than £50 on new headphones
Figure 45: Willingness to spend on new headphones, February 2015
Young men willing to spend the most
Figure 46: Willingness to spend on new headphones, by gender, February 2015
Sports users ready to pay for superior performance
Important features when buying new headphones
Secure fit is consumers’ biggest concern
Figure 47: Important features when buying new headphones, February 2015
Try me to buy me
Sound quality and design both key to success
Men show higher levels of brand awareness
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
Brand research
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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