Apple continued to lead the global smart personal audio market despite a seven percent year on year shipment decline in Q1, snagging a 22 percent volume share, according to Canalys.
Samsung came in second with nine percent share, followed by boAt (six percent), Sony (five percent), and Xiaomi (four percent). Xiaomi experienced the highest growth rate of 22 percent year-over-year, thanks to products targeted at the mid-to-low-end segment priced as low as US$15.
Even as developed regions such as North America and Western Europe witnessed declines of 12 percent and 10 percent respectively, emerging markets exhibited robust growth, primarily driven by improving economic conditions and an influx of attention from Chinese vendors seeking to capture new markets.
As the market matures, vendors are exploring innovative formats and emphasising sound quality in entry-level wireless headphones to differentiate their offerings and drive growth. Building brand strength and visibility through partnerships, collaborations, special editions, and interactive in-store stands is crucial for vendors to attract consumers in this competitive environment.
Looking ahead, Canalys expects feature-based innovation, such as spatial audio, hearing enhancements, and Bluetooth LE, to boost shipments in 2024. Flagship portfolio launches from Apple and Samsung, coupled with improving economic conditions, are also anticipated to further propel the market.
Total shipments for 2024 is predicted to be 3.3 percent higher than in 2023, with fierce competition across price segments.
Photo: George Pak
Entelechy Asia 