Hearables have quickly become a separate category in the broader wearable segment, partly thanks to the introduction of Apple AirPods. About 39 percent of all Dutch adults had a wireless headset, headset telefoon or earbuds in the third quarter, according to the latest Telecompaper Consumer Insights Panel study.
Two-thirds (66%) of all Dutch people have wired headphones. Young people are most often in possession of both wired and wireless hearables. Slightly over half of the hearables market consists of products bought separately. When choosing a headphone, headset or earplugs, Dutch people mainly look at price and quality, though a fifth do look specifically for a certain brand. Offers and online reviews also have some influence the final purchase decision for a particular hearable.
Young people own the most hearables
Ownership of both wired and wireless headphones, headsets and earplugs is very age-dependent and is highest among the youngest age group (16-24 years) and lowest among people over-67. A majority (82%) of 16-24 year olds have a wired headset or headset, while 62 percent have a wireless headset, headset or earbuds, such as Apple AirPods, Samsung Galaxy Buds and Huawei FreeBuds.
Ownership of wired headphones and headsets is also quite high among the 25-34, 35-44 and 45-54 age categories, at 80, 76 and 69 percent respectively. With wireless products, great differences can be observed between young people aged 16-24 and other age groups.
About 62 percent of all young people own a wireless headset, headset or earplugs. This declines to 49 percent in the age category 25-34 and 42 percent in the age categories 35-44 and 45-54.
More than half of hearables purchased separately
Slightly more than half (52%) of all wired or wireless headphones, headsets and earplugs that the Dutch own are purchased separately, that is independently from a smartphone, tablet or other electronics. Almost a third (32%) of all hearables owned by Dutch people were supplied with a smartphone or tablet. Around 8 percent of all hearables were obtained as a gift.
Only 2 percent of all hearables currently in the possession of Dutch people were purchased simultaneously, but separately from a new smartphone. Another 1 percent were purchased simultaneously, but separately from a new tablet. The Dutch rarely purchase a hearable in combination with a wearable, such as a smartwatch or an activity tracker.
Dutch mainly look at price and quality
Price is the most decisive factor in the purchase decision for a hearable. A third (33%) of all Dutch people surveyed said they chose their current hearable based on price. The quality of the product is also important: almost a third (32%) said they considered quality during their purchase decision.
One in five Dutch people choose for a specific brand
The brand is slightly less important when purchasing hearables. Only 20 percent of all respondents indicated that they specifically chose their current hearable because of the brand. Design is also a decisive factor for very few Dutch people (12%) when making a purchase decision.
Offers and reviews somewhat important
When making a purchase decision, slightly more than one in ten Dutch people (11%) let themselves be driven by offers, with 10 percent relying on the judgment of online reviews. Recommendations from family, friends or acquaintances were important for 7 percent.
The advice of a seller (3%), advertising/advertisement (2%) or an article in a magazine (1%) was only important for a small proportion of Dutch people in their purchase decision.
