調(diào)研報(bào)告2022針對全球消費(fèi)類音頻設(shè)備的用戶行為和需求驅(qū)動(dòng)因素的洞察Executivesummary3Researchmethodology4Key?ndings5Whatmattersmost:audiopurchasedrivers6FeaturefocusSpatialAudio13Overviewofconnectedaudio16ProductfocusTruewirelessearbuds19Trendingscenariosforsound23報(bào)告摘要3調(diào)研方法4主要洞察5影響消費(fèi)者購買音頻產(chǎn)品的重要驅(qū)動(dòng)因素613聯(lián)網(wǎng)音頻設(shè)備概述16重點(diǎn)關(guān)注產(chǎn)品:真無線耳塞19音頻產(chǎn)品的應(yīng)用場景趨勢23le《音頻產(chǎn)品使用現(xiàn)狀調(diào)研報(bào)告》匯集了面向全球消費(fèi)者進(jìn)行的廣泛的音頻研究洞察。2022年的報(bào)告基于6000名智能手機(jī)用戶對當(dāng)前和潛在使用場景的興趣程度。本報(bào)告致力于更好地了解消費(fèi)者對于耳塞、耳機(jī)、音箱和其他音頻設(shè)備品質(zhì)的追求。今年的調(diào)研報(bào)告重點(diǎn)關(guān)注不斷擴(kuò)大的真無線耳塞市場、消費(fèi)者對空間音頻興趣的增長、以及重要性不斷提升的無損與高分辨率的音質(zhì)。如今，音頻的重要性已經(jīng)不言而喻。從日常通勤、觀看視頻、暢玩游戲、遠(yuǎn)程辦公到聆聽音樂，消費(fèi)者每天都在大量地使用他們的音頻設(shè)備。在全球，最常用的個(gè)人電子設(shè)備是智能手機(jī)、智能音箱和真無線耳塞。隨著智能手機(jī)功能進(jìn)一步豐富，消費(fèi)者也不斷追求音頻設(shè)備帶來的更多先進(jìn)特性，如無損音質(zhì)和空間音頻功隨著后疫情時(shí)代全球防疫限制逐漸放寬，人們的辦公模式正向混合辦公模式轉(zhuǎn)變。我們的研究發(fā)現(xiàn)，這些轉(zhuǎn)變的發(fā)生可能會(huì)比預(yù)期的要慢，但仍對通勤和工作通話相關(guān)音頻設(shè)備的使用產(chǎn)生顯著主動(dòng)降噪仍然是受訪者最看重的一項(xiàng)音頻設(shè)備特性，而隨著精通音頻的消費(fèi)者對更高質(zhì)量音頻需求的同比增長，無損音頻也成為了一個(gè)擁有強(qiáng)烈需求的功能，同時(shí)，隨著游戲的快速流行，這也為設(shè)備制造商在其下一代音頻產(chǎn)品中增加例如語音回傳通道，低關(guān)特性創(chuàng)造了重要機(jī)遇。334chnologyindustryanalystschnologyindustryanalystsLocationsUnitedStates,UnitedKingdom,Germany,China,IndiaandJapanDemographicSmartphoneusersSamplesize1,000percountryResearchconductedJuly20221000名調(diào)研時(shí)間:2022年7月這些趨勢主要來自以下服務(wù)主題:這些趨勢主要來自以下服務(wù)主題:iofeaturessuchasirnextdevicesasthemarketgetsreadyforthelaunchofthe?rstdeviceswiththisnewtechnology.TruewirelessearbudsarebecomingintegraltomobilegamingfhoursadaytoplayontheirsmartphonesSpatialAudioisthenext“must-have”featureMorethanhalfofrespondentsclaimedspatialaudiohaveaninuenceontheirdecisiontobuytheirnextbewillingtospendmoreforthefeature.ListenersaremoredrivenbyaudioqualitythaneverListenersaremoredrivenbyaudioqualitythanevern消費(fèi)者比以往更加重視音質(zhì)市場已準(zhǔn)備好迎接采用藍(lán)牙低功耗音頻技術(shù)的首批終端，有三分之一的受訪者表示希望在他們即將購買的espondentsexpectawith20%expectingtoworkmorefromtheoiceinthe。的受訪者表示，他們希望獲得高分辨率或無損for音頻成為下一個(gè)必備的音頻特性超過一半的受訪者表示，空間音頻特性將對他for音頻成為下一個(gè)必備的音頻特性超過一半的受訪者表示，空間音頻特性將對他們購買定產(chǎn)生影響。41%的受訪者真無線耳塞正在成為手機(jī)游戲場景不可或缺的一部分線耳塞在智能手Batterylifeisthe#1purchasedriverforwirelessstandardfortruewirelessearbudsandheadphones混合辦公模式下音頻設(shè)備使用習(xí)慣的演進(jìn)隨著全球工作習(xí)慣的轉(zhuǎn)變，受訪者預(yù)計(jì)他們在工作中音頻設(shè)備的方式將發(fā)生變化，20%的受訪者期Theevolution混合辦公模式下音頻設(shè)備使用習(xí)慣的演進(jìn)隨著全球工作習(xí)慣的轉(zhuǎn)變，受訪者預(yù)計(jì)他們在工作中音頻設(shè)備的方式將發(fā)生變化，20%的受訪者期Thefollowingsectionfocusesonhowconsumersratethesigni?canceoffeaturesforeachaudioproductcategory.Themostimportantfactorinchoosingheadphonesduringtheprevioussixallleadingfactors.rlongerperiodsoftimeandhavelongerbatterylives,comfortiscrucialtolisteners’purchasinghabits.TrueTruewirelessearbudandwirelessheadphonepurchasedriversin2022*Allpercentages,*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinoursurvey.7CompatibilitywithphoneThefollowingchartsshowhowconsumersratethesigni?canceoffeaturesforeachaudioandheadphones,alongwithyear-on-yearadvancementsinfeaturesandtechnology,withprice,soundquality,andcomfortallrankinghighly.gerperiodsoftimethroughouttheday,comforthasmoveduptonumbertwo.teachyearandsoundqualityremainsoneofthetopthreepurchasefactors.asysetupandseamlesstransferallbeinghighlightedasimportant品特性的重要性排序。伴隨著產(chǎn)品特性和技術(shù)的真無線耳塞和耳機(jī)中不斷尋求新的價(jià)值，價(jià)格、音質(zhì)和舒為驅(qū)動(dòng)因素的逐年增加，而音質(zhì)仍然是影響消費(fèi)者購買的三大主要因素”線耳塞和無線耳機(jī)的購買驅(qū)動(dòng)因素WirelessHeadphones26%真無線耳塞無線耳機(jī)8富特性需求不斷提升ementalue驅(qū)動(dòng)因素2022。高端價(jià)位產(chǎn)品中廣泛采用了更豐富的特SmartspeakerandBluetoothspeakerpurchasedriversin2022akersandsmartspeakersbatterylifehasemergedusageofbatterypoweredportablewirelessspeakersexpands.ThistrendreportsfortheheadphonesandrelessearbudscategoriesindicatingthatconsumersareseekinganelementofportabilityandconveniencefromtheirBluetoothspeakers.ifedqualityifedqualityterytoothpairing好的音質(zhì)，更合理的價(jià)格37%24%SmartspeakerSmartspeakerBluetoothspeaker箱，續(xù)航時(shí)間都已成為影響購買產(chǎn)品的關(guān)鍵驅(qū)動(dòng)攜式無線音箱的使用范圍不斷擴(kuò)大，消費(fèi)者也希。這一趨勢在之前的《音頻產(chǎn)品使用現(xiàn)狀調(diào)研報(bào)塞品類的調(diào)研中也有所體現(xiàn)，這表明消費(fèi)者正在9Outsideofpurchasedrivers,thereportalsohighlightsconsumersentimenttowardsaudio.positiveimpactithasontheirwellbeing.seekingoutbetteraudioquality—andarewillingtopayextraforit.nmyaudiodevicesasapartofmydailylifeIamwillingtospendmoretogetthebestaudioqualityethatsoundqualityonmydevicesgetsbetterandbetterwitheverypurchaseConnectingtocontentthroughmyaudiodevicesHavinggoodaudioinmywirelessaudiodevicegivesthebestexperiencewhenusingmysmartphoneListeningtomusic,podcastsandothermediahaveapositiveefectonmywellbeing聽音樂、播客無線音頻設(shè)備的我明確希望每次通過音頻設(shè)備我愿意為獲得音頻設(shè)備已經(jīng)和其他媒體出色音質(zhì)可以讓我購買的新設(shè)備上的連接內(nèi)容最佳音質(zhì)成為我日常生活有助于提升我的在使用智能手機(jī)時(shí)音質(zhì)越來越好對我來說非常重要支付更多費(fèi)用的一部分幸福感獲得最佳體驗(yàn)此支付額外費(fèi)用音頻產(chǎn)品的態(tài)度。調(diào)研結(jié)果顯標(biāo)，并認(rèn)為音質(zhì)有發(fā)深入，不僅積極尋求更好的音質(zhì)，而且愿意為好態(tài)度，你同意哪一種說法? Consumersentimenttowardaudiouse:Whichofthesestatementsdoyouagree態(tài)度，你同意哪一種說法?70%importanttometationsarerisingrWhenasked‘whichofthefollowingsoundqualitylevelswouldyouprioritizeareseekingoutlosslessandCD-qualityaudio,withalmosttwothirdsofrespondentswantinghigherthanMP3audioquality.SoundqualityattitudesgloballyThisdataalsoindicatesthatlistenersarebecomingmoreawareofsoundqualitydiferentiationintheirdevices.audioCD-qualityaudioCD-qualityDon’tknow/費(fèi)者的購買決策基于對高品質(zhì)音頻的了解音質(zhì)仍然是影響購買最為關(guān)鍵的因素之一，隨著音頻技MP對音質(zhì)的態(tài)度seekhigherthanMP3-qualityaudio26%mattermostThe?ndingsbelowshowwhichsoundqualityrelatedfeaturesmattermosttoconsumers,assumingthedevicemeetsthefundamentalrequirementsforsoundquality,batterylife,seamless*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinoursurvey.話icBluetoothpairing要素至關(guān)重要PercentageoftruePercentageoftruewirelessearbudpurchaseslikelytobein?uencedbysoundqualityimprovementfeaturescelbeith重點(diǎn)關(guān)注特性:空間音頻，但如果要完全利用空間音頻技術(shù)播放游戲或其他內(nèi)容類型，需要制作更多內(nèi)容，采用更多新技術(shù);隨著消費(fèi)者對空間音頻了解的不斷增加，他們也在PercentageoftruewirelessearbudPercentageoftruewirelessearbudpurchasesMorethanhalfofrespondentsclaimedspatialaudioislikelytoin?uencetheirdecisiontobewillingtospendmoreforthefeature.Severalmarketsegmentsarestrivingtointegratespatialaudiointoavarietyofmultimediaforms.Themusicindustryisproducingcontenttoenhancethelisteningsenablingmorerealisticvirtualconcertexperiences.*Allpercentages,*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinoursurvey.ByintegratingByintegratingheadtrackingtooferspatialaudiothatmoveswiththeplayerastheyexplorevirtualworlds,gamingcontentprovidersareusingtialaudiotocreatemoreimmersivegameplayespeciallyinVRWouldpayWouldpayextraforWouldpayanextra極有可能不太可能音樂人粉絲們的聆聽體驗(yàn)，助力實(shí)現(xiàn)諸如erstocreatemoreimmersivesespeciallyforhometheatersystems玩家在探索虛擬世界時(shí)可獲得實(shí)時(shí)的空間音頻，游戲內(nèi)equitefamiliarwiththefeature.DuetoitsuseinBollywood?lms,spatialaudioisparticularlywell-knowninIndia.HowmuchdoyouknowaboutSpatialaudio?*Allpercentages,*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinoursurvey.ittlesthename了解很少了解一些十分了解對空間音頻的熟悉程度正在不斷加深了解程度如何?awareofspatialaudio頻fromgaming,tomusic.ThisindicatesthatconsumersnowrecognisethepositiveimpactspatialaudiocanWhichofthefollowingtypesofcontentwouldyouliketolistentoifyournextwirelessearbuds/headphonessupportspatialaudio?62%26%TVshowsGamesmostfrequently,andattitudestowardsnewtechnologyadvancementssuchtechnologyandareinterestedintheusecasebene?tsitwillbring.before,fromsmartphonestosoundbars.聯(lián)網(wǎng)音頻設(shè)備概述耗Howfrequentlydoyouuseeachofthefollowingdeviceseachday?honesbuiltinspeakeraptopPCsbuiltinspeakerrelessheadphonesundbarakerHomeoicespeakerpeakerhomeincreasinglypopular.icestolistentomusicpodcastsandplaylessandhighqualityacrossalloftheirdevices*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinoursurvey.設(shè)備的頻率有多高?聲器備來聽音樂、播客以及玩游戲，以獲得更豐富的音跨音頻設(shè)備使用時(shí)能獲得流暢、無縫和高質(zhì)量的音頻體WatchthesameTVWatchthesameTVprogramdsareinterestedinavarietyofbroadcastapplicationssuchassimultaneouslystreamingaudiofromasmartphonetonumerouswirelessdevices.*Allpercentages,*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinoursurvey.WhichofthefollowingaudioWhichofthefollowingaudiosharinguseswouldyoubeinterestedin?音頻共享用途感興趣?owithofknowledgeable.Thisissurprisinglyhighforatechnologythathasn’tyetbecomewidelyavailableandindicatessigni?cantanticipationfromconsumers.broadcastingtomultipledevicesforpersonalaudiosharingandlocation-basedaudioandotherpublicvenues5%的受訪者低功耗音頻。對用的新技術(shù)而言，這組數(shù)字出人意料，這也表明消費(fèi)者持的用例也很感興趣，包括面向個(gè)人音頻分享的多WatchTVwithrWatchTVwithr塞以不同同時(shí)串流diferentvolumesecttooneofStreamtoecttooneofStreamtomultipleBluetooth中的某一播應(yīng)用很感興趣，比如將智能手機(jī)中的音頻同時(shí)串Truewirelessearbudproductscontinuetobeahighgrowthcategoryinntruenthsincludingmusiclistening,gaming,andvoicecalls—typicallyspendingmorethananhouradayoneachindividualactivity.重點(diǎn)關(guān)注產(chǎn)品:品類。41%的受訪者表消費(fèi)者在廣泛用例中使用真無線耳塞，包括聽音樂、玩游戲和語音通話?Themostrequestedadvancedfeaturesincludeactivenoisecancellation,dioghmarketpenetrationthetruewirelessearbudsmarketisstillexperiencingrespondentsindicatethattheyplantopurchasetruewirelessearbudsintheupcomingpondentsclaimtheyintendtopurchaseanon-earorover-the-earwirelessheadset.Thenumberofpeoplewhoowndiferenttypesofcandplaying*Allpercentages,*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinoursurvey.20廣泛使用以及對創(chuàng)新的強(qiáng)烈需求peakerrearbudsBluetoothConsumeradoptionofcertainelectronicdevicesPlantobuyinthenext12monthsAlreadyownin24%headphones已擁有計(jì)劃在未來12個(gè)月內(nèi)購買2021年曾計(jì)劃購買真無線耳塞無線入耳式或非入耳式耳機(jī)無線藍(lán)牙音箱智能音箱場仍展現(xiàn)增長勢頭。今年，41%的受訪者表示人數(shù) GamingntgInatypicalday,howmuchtimedoyouuseyourtruewirelessearbudsforeachofthefollowingactivities?callsminghearinginnoisyplaces最常見的用途 聽體驗(yàn)在過去三年的調(diào)查中，真無線耳塞的四大主要用途保持不變?聽音樂、語音通話、看果與上述活動(dòng)所花費(fèi)的時(shí)間成正比。用戶通常每天約花費(fèi)一小話的總用時(shí)較少，因?yàn)橥ǔ未瓮ㄔ?.0游戲游戲LikelyimpactofadvancedfeaturesontruewirelessearbudpurchasenonSpatial/3DaudioActivenoisecancellation(ANC)remainsthemostrequestedfeature,withearbuds.This,combinedwithdemandforfeatureslikespatialaudioandescontinueddesireforricherfeaturesAdditionally,thereisgrowingdemandforenhancedsensorcapabilitiesandhaverisenyearonyear感功能感器功能以及健身和健康追蹤功能的需求也在逐驅(qū)動(dòng)真無線耳塞發(fā)展的耳塞購買決策的潛在影響eaudiomarketforwardybridworkinggaming,andactivenoisecancellation(ANC).Mostrespondentswanttheirtruewirelessearbudstolastatleast5hoursridworkingisincreasingwithmoretimebeingspentinoicesinmanycountries.Acrossallrespondents,almost40%adayewirelessearbudpurchase,butrespondentsalsoindicatedthatthereisroomtoimprovethe展的場景豐富多樣。從今年的受訪情況來看，最熱門的場景包括混合辦公、游戲和主動(dòng)降噪(ANC)。在很多國家，在辦公室工作的比例也在增長。所有會(huì)影響他們購買下一副真無線耳塞，但也表示，主音頻產(chǎn)品的應(yīng)用場景趨勢23*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinour23eylifeexpectationswiththedemandformorerichlyHowmanyhourswouldyouexpectyourtruewirelessearbudstolastbeforereturningthemtothechargingcase?1Source:SARTWSProductDATAbase*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinoursurvey. 續(xù)航時(shí)間對 回充電盒前，你希望它能使用多長時(shí)間? tyameJAPANS2022不斷變化的工作模式正驅(qū)動(dòng)行為的轉(zhuǎn)變返辦公室辦公的趨勢。在美國、英國、德國頻通話的期望符合這一趨勢，與疫情最嚴(yán)重的時(shí)期相比，他型混合辦公模式的需求，制造商，尤其是企業(yè)級廠商，需要確保他們的25ofrespondentssaidthatsupportforactivenoisecancellationANCwouldin?uenceuewirelessearbudpurchasethemarket,withANCcapabilitiescurrentlyoferedinarangeofpricepointsfromhigh-endtoundermodelsSomerespondentsreportedissueswithbatterylife,comfort,andqualityofthenoisecancellation,showingthatthemarketstillhasroomtoimprove,particularlyatlowerpricepoints.*Allpercentages,consumerbehaviorsandattitudesstatedinthisreportarebasedonlyontheresponsesoftheindividualswhoparticipatedinoursurvey.WouldactiveWouldactivenoisecancellationin?uencetheselectionofyournexttruerelessearbudpurchaseNotprioritizing是Diicultygettingtheearbudto?twellinmyear為影響消費(fèi)者購買音頻產(chǎn)品的重要驅(qū)動(dòng)因素，顯然，終類似的趨勢。因此，各種支持主動(dòng)降噪的真無線耳塞進(jìn)入市場，從高端到音產(chǎn)品時(shí)，您遇到過以下哪些問題?朵6ININUS