TDG: Personal Audio Headsets Now Used by Three-Fourths of US Adult Broadband Users
Use of Earbuds and Headphones Top Three Quarters of Adult Broadband Users
September 13, 2017 (Plano, TX)
New research from The Diffusion Group (TDG) finds that 77% of US adult broadband users own a personal audio-rendering device, be it earbuds or headphones. Penetration is up 20% since early 2016, an impressive feat for what was widely considered an established, late-mainstream innovation. This according to TDG’s latest study, Audio Headset Use among Adult Broadband Users.
“As many people use audio headsets as use laptop PCs,” notes Michael Greeson, President and Principal Analyst for TDG. “For most consumers, audio headsets are a regular part of their daily life.”
Though earbuds come standard with virtually every mobile device, TDG finds that half of headset users never use them, while 22% use only earbuds. “This speaks to the widespread appeal of today’s headphones,” says Greeson. “Whether purchased for a better audio experience or to score cool points, headphones are in demand.”
And demand is heating up. According to TDG’s new report, 70% of headphone users bought their primary headset in the last two years, 39% in the last 12 months. Among Beats users, 44% purchased their headset in the last year, compared with 29% of Bose users.
TDG’s latest report, Audio Headset Use among Adult Broadband Users, features results from a Q2 2017 survey of 2,000 US adult broadband users regarding their use of earbuds and in-ear, on-ear, and over-ear headphones. It offers detailed quantitative insights into headset use by type and brand, and by context and application. As well, it distinguishes wired from wireless headset use across all study variables, including demographics, techno-graphics, and psychographics.
About TDG Research
TDG provides actionable intelligence on the quantum shifts impacting consumer technology and media behavior. Since 2004, we’ve helped leading and emerging technology vendors, media companies, and service providers master the digital transformation and decipher how modern viewers access and engage video-whenever and wherever they may be. Learn more about how we can help improve your digital video strategies.