TWS headphones still lead the market, yet consumer preferences are changing

Aftermarket headphones maintain their position as a cornerstone of consumer electronics ownership, ranking third behind smartphones and TVs in a new consumer research survey from Futuresource Consulting.  

Audio Tech Lifestyles, conducted with more than 10,000 audio hardware owners across the USA, UK, Germany, Japan and China in June 2024, also reveals that 46% of respondents purchased their headphones without discounts. In an industry where reductions and offers are a vital sale-making strategy, this demonstrates the growing significance of headphones in consumers’ day-to-day lives. 

“With remote and hybrid working having become the norm, over a third of headphones consumers are professionals who use headphones for work-related calls,” says Rasika D'Souza, Principal Analyst, Futuresource Consulting. “Yet, there’s a world of appeal beyond that demographic. From commuters, to student populations, gamers and homemakers, the humble headphone holds an enviable position in our communities.” 

Hearing health a rising concern

“Over the years of conducting our Audio Tech Lifestyles research, consumers have migrated across to TWS headphones for daily use, resulting in a decline in the need for multiple pairs of headphones. However, recent feedback suggests that in-ear fatigue is a rising hearing health concern. The responses from this latest wave of research are pinpointing to a stagnation in the uptake of TWS, and more consumers are now gravitating towards wireless on-ear and over-ear headphones, as well open-ear headphones.” 

Consumer appetite beyond TWS 

Despite waning popularity, the survey shows that TWS headphones ownership still sits at 57%, a slight reduction since the last survey. Gen Z and Millennials favour the form factor, with ownership rates of 71% and 65% respectively. Open-ear headphones are on the rise, too, with ownership increasing to 9% from 4% in the previous survey. 

“Wireless over-ear headphones are the go-to choice for indoor activities such as gaming, TV sound and music listening at home,” says D'Souza. “Meanwhile, open-ear audio is emerging as a versatile contender, primarily used for exercising and gym activities, but also increasingly adopted for general music listening, indicating its growing role as a lifestyle product.” 

Apple tops the brand leaderboard

When considering a future purchase, the study shows Apple, Sony, Bose, Huawei and Samsung as leading brands in consumers' minds. In addition, traditional audio brands such as JBL, Audio Technica, Philips and JVC also make it in the Top 10 list, reflecting their established reputation in the industry. Notably, JBL ranks among the top five brands across all form factors, demonstrating its consistent success in capturing consumer interest and wallet share over the long term. 

Longer replacement cycles

More than a quarter of respondents plan to replace their headphones within the year. The principal reasons given were upgrading for better sound quality or missing features. However, more than one-in-three saw no immediate need for a replacement, whereas one-in-five will wait until their current headphones fail.  

“The industry may need to recalibrate its strategies to reflect this sea change,” says D'Souza. “It is likely that we’ll see a general trend toward longer replacement cycles, especially as TWS headphones increasingly meet users' needs. More people are willing to repair or service their headphones instead of buying a direct replacement. These behaviours suggest that consumers are aiming to extend the lifespan of their purchases to save costs, and potentially align with the growing movement towards sustainable practices.” 

The new series of Audio Tech Lifestyles reports from Futuresource Consulting include detailed consumer survey responses about ownership and usage of wireless speakers, smart speakers, soundbars, Hi-Fi systems and separates, and headphones across the USA, UK, Germany, Japan and China, conducted with more than 10,000 consumers. For further information or to make a purchase, please contact Benedict at benedict.greenwood@futuresource-hq.com. 

About the author

Rasika D'Souza

Rasika joined Futuresource Consulting in 2012 after completing her MSc in Marketing from Cranfield University. She started as an analyst in the CE hardware team, specialising in audio. She currently heads up the personal electronics team and leads the headphones/ hearables, wearables, mobile and gaming services.