IFA International 2019 DAY 1 Edition

cleverdis

BUYERS' GUIDE

NOMADIC

LIFESTYLE

BROUGHT TO YOU BY

HEADPHONES

MARKET

IN-EAR HEADPHONES

In the first half year 2019, in-ear

headphones saw a sales value growth

of 57% and accounted for 70%

of the total headphone turnover.

China by far is the largest market,

followed by the Western European

and Developed Asian countries.

The regions Eastern Europe and

Emerging Asia without China showed

the highest growth rates of 76% and

74% respectively. 70% of all wireless

in-ear devices sold in 1H 2019 were

true wireless. The global market

for these headphones consisting

of two separate ear pieces grew by

almost 200% from 2018 to 2019.

Average sales price have dropped

significantly to a current price of €85

due to increased competition.

OVER-EAR HEADPHONES

In the first half year 2019, over-ear

headphones saw a stable sales value

growth of 11% and accounted for

around 29% of the total headphone

turnover.

These devices with Bluetooth to

wirelessly connect the headphones

to the music source witnessed

considerable turnover growth and

are becoming the standard, with a

market share of close to 80% for

over-ear headphones. The turnover

with the devices featuring active

noise cancelling, grew by 36% in the

first half of 2019.

CONTACT

Markus Kick

Global Strategic Insights

Consumer Electronics

Markus.Kick@GfK.com

THE FUTURE

The headphone market is in full

transition, moving away from

traditional models connected by

cable to mobile and hi-fi gear to

high-tech wireless headphones

that effortlessly stream from

smartphones, televisions and other

audio gear. Headphones also have

a big part to play in burgeoning

virtual reality applications,

combined with head-related

transfer functions (HRTF) which

detect head movements and adapt

sound playback so you can pinpoint

the location of a sound source.

STATE OF PLAY

Headphones are probably the most popular way

of listening to music, at home but especially on

the move. It’s a market segment which continues

to grow strongly, driven by impressive sales of inear

headphones (which account for 70% of total

INNOVATIONS TO LOOK FOR AT IFA

Noise-cancelling goes

mainstream

Most of our day-to-day

environments today are

characterised by one thing: a

great deal of background noise.

This is why noise-cancelling has

become the go-to feature for

most headphone users. It’s no

longer a premium technology

but is becoming a mainstream

feature on increasingly cheaper

headphones.

Higher sound quality

for truly wireless

It’s only a few years since

the first truly wireless inears

– consisting of two

separate earpieces – were

introduced at IFA. Sales of

these convenient products have

grown immensely, and you no

longer need to pay a top price

to go totally cable-less. Expect

a lot more totally wireless

headphones at this year’s IFA,

with premium models offering

improved sound quality and

extremely light housings.

Our thanks to EISA member Jamie Biesemans for his input on

this Buyers Guide

INNOVATING @ IFA

MOMENTUM WIRELESS:

A THIRD GENERATION

OF PREMIUM SOUND

Sennheiser’s premium headphone range

enters its third generation, with the

launch of the new MOMENTUM Wireless

at IFA 2019, offering superior sound, a

modern design aesthetic, and cutting-edge

technology. With genuine sheep leather

and soft padding on the earpads and

headband they are extremely comfortable.

Active Noise Cancellation

and a Transparent Hearing

function allow listeners

to either block out the

world or stay aware of

their environment.

» HALL 1.2

STAND 220

headphone turnover), noise-cancelling products,

and consumers’ appreciation of totally wireless

models. People obviously love music, but not

cables.

Better codecs

Whether most people know it

or not, how music is compressed

during transmission can have

a big impact on sound quality.

Headphone manufacturers

didn’t always bother with better

codecs, such as aptX, aptX HD

and LDAC, as smartphones

and tablets couldn’t utilise

them. However, as aptX and

LDAC have become standard

components in Android

and the codec support is

ingrained in new Bluetooth

c h i p s e t s , s u p p o r t i n g

these better audio codecs

suddenly makes sense.

PHILIPS NEW NOISE-

CANCELLING HEADPHONES

Philips is introducing the PH805, its flagship

wireless headphones. A key feature of the new

product is its noise cancelling performance, which

can cancel out up to 25dB or 95% of background

noise. Bluetooth 5.0 wireless connectivity

enables users to enjoy all of their music from their

devices. Battery life is 30 hours; fast charging

means a further two hours of playback can be

available in five minutes. Philips said the PH805 is

one of the lightest models in the over-ear wireless

active noise cancellation sector, at 235g.

» HALL 22 / STAND 101

66

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