IDC: China's Bluetooth headset market shipments will reach 55.4 million units in the first half of 2024, with open-type headsets more than tripling

News on August 5, according to the latest "China Wireless Headset Market Monthly Tracking Report" released by International Data Corporation (IDC), in the first half of 2024, China's Bluetooth headset market experienced significant growth, with shipments reaching 55.4 million units. A year-on-year increase of 20.8%.

Among all types of headphones, true wireless headphones showed a stable growth trend, with shipments of 35.08 million units, a year-on-year increase of 5.6%. However, the growth of open-back headphones was even more eye-catching, with shipments reaching 11.84 million units during the same period, a year-on-year surge of 303.6%. It is understood that this growth is mainly due to consumers’ pursuit of new headphone shapes and sound quality, as well as manufacturers’ continuous innovation and launch of more attractive products.

1. The report further points out that the growth of true wireless headsets is currently mainly driven by price wars. Head manufacturers are accelerating the layout of entry-level products. At the same time, promotional policies tied to mobile phones also promote the sales of low-priced products. However, with the popularization of active noise reduction technology and the intensification of product homogeneity, the true wireless headset market is facing the challenge of technological innovation.

2. Meanwhile, open-back headphones continued to show strong growth in the first half of 2024. Among them, the shipments of truly wireless earhook products and ear clip products achieved an astonishing 1015% and 522% year-on-year growth respectively. Although the development of bone conduction headphones has entered a plateau, its shipments still increased by 34% year-on-year.
3. In contrast, the neck-mounted headset market is showing a downward trend, with shipments in the first half of 2024 falling 24.1% year-on-year. This is mainly due to the replacement role of true wireless and open headphones, as well as headset manufacturers reducing investment in this category.
4. On the other hand, the headphone market showed signs of recovery in the first half of 2024, with shipments rising. This is due to the introduction of new head brands and the layout of sub-flagship series by international audio manufacturers, which meet the diverse needs of consumers.

   

   Looking to the future, IDC predicts that the overall market shipments of Bluetooth headsets will maintain a slow growth trend:
5. True wireless headsets will continue to maintain their leading position;
6. Open-back headsets will experience rapid growth in 2024. Stable;
7. The share of the neck-mounted market will gradually shrink;
8. The head-mounted market will achieve slight growth due to technical barriers and consumer demand for high-quality audio.

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