Shulou(Shulou.com)12/24 Report--

CTOnews.com, December 15, according to the latest research report released by market research firm Canalys, the global smart personal audio market shipped 110 million units in the third quarter of 2023, down 3% from the same period last year.

The report points out that TWS headphones account for 73% of total shipments and dive into the middle and low end of the market with more people-friendly prices, and manufacturers have launched a lot of products for this market segment.

The report also showed that wireless headphones (wireless headphones) shipped more than wireless headphones (wireless earphones) for the first time, but their share was gradually eroded by TWS headphones.

Other headphone products, including bone conduction, accounted for less than 2% of shipments in the third quarter of 2023, although in a niche market, these devices highlight continued form factor innovation in search of profit and differentiation in saturated markets.

Cynthia Chen, research manager at Canalys, said:

Getting good audio quality at a lower price has allowed the Chinese market to return to growth after five quarters of decline.

Suppliers are giving priority to lower prices and emerging open form factors to stimulate Chinese consumers' desire to buy.

Huawei is one of the fastest-growing participants, taking advantage of its strong smartphone growth to cross-sell ecosystem devices, so its shipments are up 30% compared with the third quarter of 2022.

Emerging regions are booming, with most sales growing at double-digit rates.

This growth is due to improved economic conditions and the attention of Chinese suppliers seeking to seize more and more opportunities in the growing audio market.

Emerging regions provide suppliers with the opportunity to build an entry-level device ecosystem, in which personal audio devices are a key part of fostering future user loyalty.

Broken down by brands, CTOnews.com attached the global shipments of the major brands in the third quarter of 2023 as follows:

Apple shipped 23.4 million units, with a market share of 21%, down 7% from a year earlier.

Samsung shipped 9.2 million units, with a market share of 8%, down 14% from a year earlier.

BoAt shipped 6.5 million units with a market share of 6%, down 1% from the same period last year.

Sony shipped 5.2 million units, with a market share of 5%, an increase of 11% over the same period last year

Xiaomi shipped 4.3 million units, with a market share of 4%, an increase of 22% over the same period last year.

Referenc

Global smart personal audio market falls 3 in Q3 2023, but TWS, wireless headphones and developing markets grow

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