IT Home reported on December 15 that according to the latest research report released by market research agency Canalys,Q3 2023 Global Smart Personal Audio Market Unit Volume 1100 million units, down 3% year-on-year.
According to the report, TWS headphones account for 73% of total shipments, and with a more accessible **, it has dived into the low-end market, and manufacturers have also launched a lot of products for this market segment.
The report also shows that for the first time, wireless headphones are outpacing wireless earphones, although their share is gradually being eaten up by TWS headphones.
Other headset products, including bone conduction, accounted for less than 2% of shipments in Q3 2023, and while they are a niche market, these devices highlight continued form factor innovation in a saturated market that seeks profit and differentiation.
According to Cynthia Chen, Research Manager at Canalys
Achieving good audio quality at a lower rate allowed the Chinese market to return to growth after five quarters of decline.*Merchants are prioritizing lower** and emerging open form factors to stimulate Chinese consumers' desire to buy.
Huawei, one of the fastest-growing players, leveraged its strong smartphone growth to cross-sell ecosystem devices, resulting in a 30% increase in its shipments compared to Q3 2022.
Emerging regions are booming, with most sales growing at double-digit rates.
This growth is driven by improving economic conditions and the focus of Chinese merchants seeking to capture increasing opportunities in the growing audio market.
Emerging geographies offer the opportunity to build an ecosystem of entry-level devices, with personal audio devices being a key part of building future user loyalty.
Broken down into brands, IT Home attaches the global shipments of major brands in the third quarter of 2023 as follows:
Apple shipped 23.4 million units, with a market share of 21%, down 7% year-on-year
Samsung shipped 9.2 million units, with a market share of 8%, down 14% year-on-year;
BOAT shipped 6.5 million units, with a market share of 6%, down 1% year-on-year
Sony shipped 5.2 million units, with a market share of 5%, an increase of 11% year-on-year
Xiaomi shipped 4.3 million units, with a market share of 4%, an increase of 22% year-on-year.
Reference.