Headphone market research 1.0

Oct 14, 201210 likes6,384 views

The headphone market is exploding, growing 79% in 2011 to $2 billion. More headphones are priced over $100, driven by portable hi-tech devices. The industry is growing in the high teens at retail, and premium headphone users now own an average of 2.3 pairs. Teens and those under 24 are becoming a major share of buyers as they appreciate high quality audio on devices like the iPod and create new opportunities for the industry. The target market is the "Z-Generation" who are constantly connected to digital devices and most access the internet via computer.

It will only continue to grow Phil cohn, Denon
2billion, up 79% from last year
Price above $100 more than doubled
NPD, 2011

Headphone
market is
Exploding now

Driven by hi-tech portable devices Eric Stubbert, Sennheiser
Headphones increasingly are becoming
fashion statements Doug Henderson, B&W
Premium headphone user owns 2.3 pairs of
high-end headphones NPD
Industry is on the noise-canceling aspect Phil cohn, Denon
Industry is growing in high teens at retail Jhon Koss, Koss

Selling point is
rapidly changed

We never got a lot of the teens, but all of a
sudden that trend is starting to pick up Park Avenue Audio
People under 24 are a huge share of buyers. It’s
a new market to high quality audio Ben Arnold, NPD
Just starting their appreciation for music with
iPod. It creates another opportunity Craig , Definitive Audio

High teens is the Key
They are Z-
Generation

Z-Gene is
CONSTANTLY CONNECTED
EMOTIONALLY ATTACHED TO DIGITAL DEVICES
INTERNET ACCESS MOSTLY VIA COMPUTER
LEGALLY OR NOT, FACEBOOK’S THE PLACE TO BE
CONSTANTLY CHATTING, OFTEN ONLINE
MORE AT EASE SOCIALIZING ONLINE THAN OFFLINE
SPENDERS FIRST, SAVERS SECOND
SENSITIVE TO FAMILY’S FINANCIAL SITUATION
From JWT, 2012

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Headphone market research 1.0

1. It will only continue to grow Phil cohn, Denon 2billion, up 79% from last year Price above $100 more than doubled NPD, 2011 Headphone market is Exploding now

2. Driven by hi-tech portable devices Eric Stubbert, Sennheiser Headphones increasingly are becoming fashion statements Doug Henderson, B&W Premium headphone user owns 2.3 pairs of high-end headphones NPD Industry is on the noise-canceling aspect Phil cohn, Denon Industry is growing in high teens at retail Jhon Koss, Koss Selling point is rapidly changed

3. We never got a lot of the teens, but all of a sudden that trend is starting to pick up Park Avenue Audio People under 24 are a huge share of buyers. It’s a new market to high quality audio Ben Arnold, NPD Just starting their appreciation for music with iPod. It creates another opportunity Craig , Definitive Audio High teens is the Key They are Z- Generation

4. Our target is Z-Generation

5. Z-Gene is CONSTANTLY CONNECTED EMOTIONALLY ATTACHED TO DIGITAL DEVICES INTERNET ACCESS MOSTLY VIA COMPUTER LEGALLY OR NOT, FACEBOOK’S THE PLACE TO BE CONSTANTLY CHATTING, OFTEN ONLINE MORE AT EASE SOCIALIZING ONLINE THAN OFFLINE SPENDERS FIRST, SAVERS SECOND SENSITIVE TO FAMILY’S FINANCIAL SITUATION From JWT, 2012

6. Our Sound quality target Position Brand identity Tech Here Digital Emotion beyond tech Design By Sean Lee, 2012

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Headphone market research 1.0

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Headphone market research 1.0