Growth for hearables followed the removal of the headphone jack from smartphones, pushing the move towards wireless headphones. Hearables also started incorporating additional, to either augment or expand the audio experience. Next, devices took on different multiple form factors, ranging from truly wireless to over-the-ear headphones, appealing to a broad base of user preferences. Finally, prices have come down significantly, with some reaching below USD 20.
Specifically, earwear shipments leaped to 40.7 million from 11.9 million, with the market share increasing to 48.1 percent form 27.4 percent. Shipments for wristbands improved to 19.2 million from 12.9 million, though the product’s market share slid to 22.7 percent from 29.7 percent. Smartwatch shipments lifted to 17.6 million from 11.9 million, with the market share also declining, to 20.9 percent from 27.4 percent.
Apple again leads, followed by Xiaomi
Apple again led the market, with its share jumping to over 48 percent from 27.4 percent the year before, thanks growing popularity of the Apple Watch, AirPods, and Beats headphones. Looking ahead, the price reduction on the Series 3 Watch as well as the launch of AirPods Pro will likely let Apple continue its dominance, for the short term.
Xiaomi took second place from Samsung, though its share of the market slid to 14.6 percent from 17.1 percent. The company Mi Band lineup shipped over 10 million units during the quarter and the company was able to significantly expand its global reach by targeting countries in the Europe, Middle East, and Africa (EMEA) region.
In third place, Samsung market share grew to 9.8 percent from 7.4 percent, helped by new watches and hearables, and the bundling of smartwatches and Galaxy buds with smartphones.
Huawei replaced Bose in fourth place, with its market share rising to 8.4 percent from 5.4 percent despite political challenges. Growth was driven by the company’s home market of China. Within these borders, Huawei grew 188 percent. The company retained strong shipment growth in the rest of the world but about 80 percent of its shipments were concentrated in China.
Fitbit rounded out the top five, although the company’s market share halved to 4.1 percent from 8 percent. IDC noted that the latest news regarding Fitbit’s acquisition by Google has however created uncertainty for the brand’s future.
Other market players captured 28.1 percent of the market, against 39 percent the year earlier.
