Futuresource Consulting has blended its latest round of international consumer research with its comprehensive market data and expertise, to reveal the buyer journeys that will shape the future of the headphone and soundbar markets.
“Every consumer electronics purchase tells a story, influenced by emotion, habit and desire,” says Tom Bartlett, Insights Analyst, Futuresource Consulting. “For brands and retailers, these insights go beyond the quantitative analysis, revealing the underlying trends that shape future markets. And when it comes to personal audio, the emotional connection is even stronger.
“From the first sparks of interest to the final decision, our latest report uncovers the actions that define how people buy the brands that move them.”
Conducted across China, France, Germany, the UK and USA, Audio Tech Lifestyle: Path to Purchase 2025 reveals that consumers look to a range of resources when researching their audio technology purchases.
According to the study, word of mouth and online end-user reviews are the most widely used sources, with the latter also being the most influential in the final decision-making process. This underscores the importance of maintaining a strong online presence and encouraging positive reviews from satisfied customers.
Online shopping dominates the purchase phase, with nearly three-quarters of respondents buying their headphones online. Convenience and better deals or promotions were cited as the primary drivers for online purchases, while the ability to see the product in person remains a key motivator for in-store purchases.
As a result, omnichannel strategies continue to play a key role. Retailers must ensure a seamless online shopping experience, while also providing opportunities for in-store demonstrations to cater to both preferences.
Amazon and Apple are among the top retailers for audio tech purchases, with Amazon leading in the USA, UK, France and Germany, and Apple being the top choice in China. Trustworthiness and price are the most important factors for consumers when choosing a retailer, with around 80% of respondents rating these factors as crucial. Additionally, most consumers had a specific retailer in mind before initiating their research, often due to previous positive experiences and competitive pricing.
“Nine in every ten consumers ended up buying from one of the retailers they had in mind before they even started their purchase journey,” says Bartlett. “This underlines the importance for retailers of being top of mind at all times. However, those consumers that chose to switch, often said they saw a better price or promotion elsewhere. Our research shows a clear need for brand salience, as well as balancing intangible and emotional brand values with tangible economic value.”
The Futuresource research study also shows that product demonstrations play a significant role in the purchase journey, with over half of respondents seeing a demonstration before buying their headphones.
The vast majority of these consumers purchased from the same store where they saw the demonstration, whether it was in-store or online. This highlights the need for retailers to offer engaging and informative demonstrations to drive sales.
“Headphones aren’t just about the tech,” says Bartlett. “Far from it. We’re seeing that these are often deeply personal devices, representing an emotional connection between individuals and the aural world they choose to explore. Over the course of this research, we’ve unearthed a seam of valuable insights, which retailers and manufacturers can leverage to enhance their strategies and better meet the needs of tomorrow's audio tech consumers.”
Looking to the soundbar market, the Futuresource study pinpoints opportunities for brands to upsell soundbars during the TV buying process. Almost a third of the soundbar owners surveyed said that they first saw their soundbar while shopping for a TV.
In addition, four in ten of those who own both a TV and a soundbar purchased the two items together, and around half own the same brand of both.
“Most people are purchasing their soundbars as part of a promotion, often alongside their TV purchase,” says Bartlett. “71% of those who bought their TV and soundbar together received a deal on their soundbar, whether it was included with the TV or offered at a discount when purchased together.”
Futuresource also notes that, although online is still the preferred channel for soundbar purchasing, the split between online and in-store is less pronounced than for headphones. This highlights the value of seeing the product before purchase, particularly through in-store demonstrations, which was cited by 45% of soundbar owners.
About Futuresource Consulting
Futuresource Consulting, established in the 1980s, is a leading research and consulting firm specialising in global market analysis, forecasts and strategic insights. With a deep understanding of emerging trends and technologies, Futuresource helps businesses navigate complex markets and make informed decisions.
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Press Contact: Nicola Finn, Marketing Manager, Futuresource Consulting, nicola.finn@futuresource-hq.com
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