Greater wireless range, longer battery life, higher quality sound, and all-day comfort are just some of the things consumers are looking for in their next wireless earbuds and headphones. Qualcomm's 2023 State of Sound report introduces relevant questions about core technical features, which respondents to the annual survey embraced sometimes above what were previously the listed priorities. Wireless multi-device pairing, or specific questions about Bluetooth LE Audio and Auracast, are some of the refreshing novelties.
According to the 2023 State of Sound report, consumers are seeking one wireless audio device for multiple uses. Respondents want to use the same device for everything - listening to music, gaming, and calls - with 68% indicating they would want to use the same earbuds or headphones for all activities.
In current audio devices, ‘range’ was highlighted as the third largest pain point, with 79% of premium device owners listing ‘whole home coverage’ as a likely purchase driver for their next earbuds. And comfort is once again a key priority, because listeners are using their devices for longer periods of time than ever before - particularly TWS earbuds. In this year's survey, comfort is the #1 purchase driver for true wireless earbuds.
But confirming previous results, listeners are actively looking for premium audio experiences, with music quality more important than ever. According to Qualcomm's 2023 State of Sound report, premium audio experiences are front of mind for listeners, with 73% stating “I make sure that sound quality on my devices gets better and better with every purchase”, up from 67% in 2022. Demand for music quality is also at an all-time high, with 69% of consumers listing lossless audio quality as a likely purchase driver.
The State of Sound report compiles key findings from extensive audio research with consumers across the world. The 2023 study surveyed 7,000 smartphone users, with South Korea included for the first time this year. The report examines the factors that influence audio device purchases, as well as interest in present and future usage scenarios, and is intended to help understand the qualities that consumers seek across a range of audio equipment.
This year report shows that earbuds and headphones are now considered crucial for activities such as working, commuting, gaming, and exercising. More than two thirds of respondents said they work in a public space such as coffee shop, a common area in the home, or a shared workspace. To cater for a hybrid working world, workers need audio devices which help them ‘hear and be heard’ both in the office, and in other work environments.
Qualcomm's 2023 State of Sound responses showed that the global demand for true wireless earbuds and headphones is growing, with listeners using devices more often on a daily basis, and for longer periods of time. Comfort in the ear has become the top purchase driver for the first time. The importance of comfort was also reinforced by respondents when asked about the pain points they face. The number one response was that devices are "uncomfortable in the ear," and this was significantly higher than anything else. The typical length of time that people are wearing true wireless earbuds is increasing, across multiple use cases, which is making comfort much more important.
As they get more familiar with the performance of TWS earbuds and the latest headphones, consumers are also showing growing interest in features such as spatial audio, and lower audio latency. Compared to 2022, Active Noise Cancellation, clear voice calls and lossless audio quality have seen year-on-year rises in consumer demand. Responses indicate that consumers are seeking richer, more reliable, and more seamless experiences in the future.
The 2023 edition of The State of Sound can be downloaded here.
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