Dan Ness, Principal Analyst, MetaFacts, February 13, 2017
Wireless headsets have been available for more than a decade, and are strongest among two age and gender groups. These hearables-active groups also have above-average shares of VR Headset early adopters.
The strongest segments for active hearables use include younger males – age 18-44 and youngish females – age 25-34. Penetration is above one in four among males 25-34 (27%) and among males age 35-44 (26%). Among females, hearables usage peaks among females age 25-34, at 15%.
Looking ahead, we expect these same age & gender groups to continue as the strongest users of hearables and don’t expect other segments to be as keen on hearables.
These age & gender segments are in some of the most-active life stages, with the highest levels of presence of children, full-time employment, and household income. These sociological factors correlate strongly with higher demand for home entertainment, game-playing, and streaming music listening. Also, they are the strongest age & gender segments in tech spending for devices and services.
These age & gender segments are also above-average in their use of voice assistants such as Apple Siri or Microsoft Cortana, and hearables help to use these with the greatest of convenience.
In other words, many of these youngish adults are looking for a way to listen to what they choose to listen to, and for a way to be heard, if not by friends or associates, at least by their own digital assistants.
This MetaFAQs is based on the TUP/Technology User Profile 2016 survey.
MetaFAQs are answers to frequently asked questions about technology users. The research results showcase the TUP/Technology User Profile study, MetaFacts’ survey of a representative sample of online adults profiling the full market’s use of technology products and services. The current wave of TUP is TUP/Technology User Profile 2020, which is TUP’s 38th annual.
Current subscribers may use the comprehensive TUP datasets to obtain even more results or tailor these results to fit their chosen segments, services, or products. As subscribers choose, they may use the TUP inquiry service, online interactive tools, or analysis previously published by MetaFacts.
On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions about technology users – or TUPdates – analysis of current and essential technology industry topics. To subscribe, contact MetaFacts.