Since this thread was about a Qualcomm announcement, it may be worth pointing their series of reports “The State of Sound 20xx Report”. They are more "surveys" than "reports" but are interesting nevertheless...
The latest 2023 report is available at:
https://www.bing.com/ck/a?!&&p=6d42...0ZV9vZl9Tb3VuZF9yZXBvcnQlMjAyMDIzLnBkZg&ntb=1
You need to provide an email address to download the 26p report. The 2021 and 202 versions are also available.
The reports are obviously focused on TWS (it's Qualcomm after all...), but there are interesting broader findings:
2021 Key findings
- Audio enhances the mobile experience
- HD audio content seeing strong demand
- Broad popularity of audio accessories for gaming
- High-resolution sound is a differentiator
- Lasting changes in user behavior post COVID-19
- 57% say they will continue to use their audio devices more frequently after the COVID-19 pandemic ends.
2022 Key findings
- Listeners are more driven by audio quality than ever
- Spatial Audio is the next “must-have” feature
- True wireless earbuds are becoming integral to mobile gaming
- Battery life is still a key driver for speakers
- Consumers are ready for Bluetooth LE Audio
- The evolution of audio for hybrid working
- As global working habits evolve, respondents expect a change in the way their audio devices are used for work, with 20% expecting to work more from the office in the next 12 months
2023 Key findings
- Consumers are seeking one wireless audio device for multiple uses
- Respondents want to use the same device for everything—listening to music, gaming and calls—with 68% indicating they would want to use the same earbuds or headphones for all activities
- Comfort is key, because listeners are using devices for longer
- This year, comfort is the #1 purchase driver for true wireless earbuds, driven by the fact that consumers are now wearing their devices for longer periods of time than ever before.
- Listeners are actively looking for premium audio experiences, with music quality more important than ever
- Premium audio experiences are front of mind for listeners, with 73% stating “I make sure that sound quality on my devices gets better and better with every purchase”, up from 67% in 2022.
- Demand for music quality is also at an all-time high, with 69% of consumers listing lossless audio quality as a likely purchase driver.
- Evolving work environments driving demand for new features
- More than two thirds of respondents said they work in a public space such as coffee shop, a common area in the home, or a shared workspace. To cater for a hybrid working world, workers need audio devices which help them ‘hear and be heard’ both in the office, and in other work environments.
- Consumers are seeking improved device range in the home
- In current audio devices, ‘range’ was highlighted as the third largest pain point, with 79% of premium* device owners listing ‘whole home coverage’ as a likely purchase driver for their next earbuds.
The top-4 purchase drivers have not changed since 2021, but their ranking has flipped:
| Driver | 2021 Rank | 2022 Rank | 2023 Rank |
|---|
| Sound quality | 1 | 3 | 4 |
| Battery life | 2 | 4 | 3 |
| Price | 3 | 1 | 2 |
| Comfort in ear | 4 | 2 | 1 |
"One device for all uses" and "premium audio experience" are high-want and, to the question "How do you determine the audio quality of each of these devices before purchasing", "Check user/expert reviews about audio quality" was #1 in the 2023 report (38% of the responses).
This outlines the importance and influence potential of sites like this one...
@amirm : Perhaps testing more TWS for audio quality, spatial audio features etc. is needed?
I would also agree with the 2023 #1 ranking of "comfort in ear". It is a hit-and-miss in the reviews and I find myself hesitant to spend more money for a better sounding TWS or IEM when I am not sure it would fit me comfortably. It may be an area lacking "standards" if it's even possible for IEM/TWS... Thanks to Harman, we have a good, science-based FR target to use as reference or starting point, but I don't think there is an equivalent for comfort/fit.
