CONSUMER&

BRANDBrandKPIs

for

headphones:

AudioTechnica

in

the

United

StatesConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

AudioTechnica’s

performanceinthe

headphone

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202456%

of

Audio

Technica

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??AudioTechnica’sbrandingresonates

more

with

Gen?AudioTechnica

ranksoutside

the

Top

10

inZawareness

withintheheadphonemarket?AudioTechnica

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

AudioTechnica

is19%?AudioTechnica

ranksoutside

the

Top

10

inusage?Among

Audio

Technicaenthusiasts,38%

fallunderthe

high-income

category?Interms

of

loyalty,AudioTechnica

is

outsidethe

Top10

inthe

United

States?Consumers

want

theirheadphonebrandstohavereliability,

high

value,andcoolness?AudioTechnica

hasascore

of15%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Audio

Technica

at

56%Brand

profile:

snapshotBrand

performance

of

Audio

Technica

intheUnitedStates56%25%19%15%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Headphones

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=307,

respondents

who

know

the

individual

brand

(popularity),

n=307,

respondents

whoknow

the

individual

brand(usage),

n=36,

respondents

who

have

used

the

individual

brand

(loyalty),

n=307,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Audio

Technica’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAudioTechnica

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatAudio

Technicaislikedby5%

ofBaby

boomersand22%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is7%

and26%,

respectively.31%31%26%22%ForMillennials

andGen

Z,

31%

and

41%

feel

positivelytowards

AudioTechnica,versus

36%

and31%.

Socurrently,

forAudioTechnica,Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.7%5%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoheadphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=58,

Audio

Technica

enthusiast,

n=1,047,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Audio

Technica

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

AudioTechnica

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%85%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

AudioTechnica

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.16%34%66%48%52%66%

ofmen

likeAudioTechnicacompared

to

34%

of

women,

whereasfortheoverall

industry,52%

of

men

useheadphones

compared

to48%

ofwomen.76%16%

ofAudioTechnica

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to12%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

headphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=58,

Audio

Technicaenthusiast,

n=1,047,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Audio

Technica

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.17%Single24%38%38%10%14%CoupleSingleparentNuclear38%

ofAudioTechnica

enthusiastsarefrom

high-income

households.Audio

Technica’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

28%

ofAudio

Technica

enthusiastshavethiscurrent

living

situation.10%9%23%19%20%33%28%Multi-generational3%5%38%28%ExtendedOther21%12%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=58,

Audio

Technica

enthusiast,

n=1,047,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

headphone

brands

to

have

reliability,

high

value,

andcoolnessBrand

profile:

qualitiesQualitiesuserswant

from

headphonebrandsForheadphones,

thetopthree

qualitiesusers

wantfrom

abrandarereliability,highvalue,and

coolness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessAudioTechnica

users

alsoappreciatethese

key

attributes,indicatingAudioTechnica

exudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatAudioTechnicaenthusiastsare

least

focused

on

aresustainabilityand

inclusiveness.ReliabilityExclusivityAudioTechnica

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

headphones,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

toheadphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

headphones,

whichofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=36,

Audio

Technica

users’,n=58,

Audio

Technica

enthusiast,

n=1,047,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Audio

Technica

fans,

45%

state

that

they

get

excited

about

headphonesBrand

profile:

attitudesWhat

doconsumersthink

ofheadphonesin

general?48%47%45%45%43%38%29%28%25%24%20%19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustheadphonestopicsrelating

toheadphonesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

headphones

do

youagree

with?”;

Multi

Pick;“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=58,

Audio

Technica

enthusiast,

n=1,047,headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1156%

of

Audio

Technica

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

headphones,

theaverage

awarenessof

abrand

intheUnitedStatesis53%.

Awareness

ofAudioTechnica,however,

isat25%.Awareness19%

ofU.S.

headphoneusers

say

theylikeAudioTechnica,compared

to

anindustryaverage

brandpopularity

of28%.12%

ofindustryusers

intheUnitedStatessaythey

useAudioTechnica,with

the

average

usageofabrandat18%.BuzzPopularity56%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.AudioTechnica

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Headphones

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=307,

respondents

who

know

the

individual

brand

(popularity),

n=307,

respondents

whoknow

the

individual

brand(usage),

n=36,

respondents

who

have

used

the

individual

brand

(loyalty),

n=307,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Audio

Technica

ranks

outside

the

Top

10

in

awareness

within

the

headphonemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAudioTechnicaRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Sony91%90%89%88%80%80%78%73%66%56%2SamsungAppleLG25%345PhilipsPanasonicBoseUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6775%8BeatsJVCOutofallrespondents,

25%

were

aware

of

AudioTechnica.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A10JBL13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Audio

Technica

is

19%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAudioTechnicaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Beats51%51%48%47%39%38%37%26%25%22%19%2Apple3Bose4JBLOutofconsumers

who

knew

thebrand,

19%

saidtheyliked

AudioTechnica.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.5SkullcandySamsungSony678LG81%9JabraPopularityN/A10Bang

&Olufsen14

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=307,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Audio

Technica

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAudioTechnicaRank#

BrandUsage

%40%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toheadphones,

which

ofthefollowing

brandshaveyouused

inthe

past12

months?”.1Apple12%2Beats31%3JBL29%Outofconsumers

who

knew

thebrand,

12%

saidtheyused

AudioTechnica.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.4SkullcandyBose27%524%6SamsungSony22%721%8Jabra17%88%9Bowers

&WilkinsBang

&Olufsen15%UsageN/A1014%15

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=307,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Audio

Technica

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAudio

Technica’sconsumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Apple2SkullcandySony80%380%4JBL80%44%5Beats78%56%6AnkerBose78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

headphones,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.777%8SamsungSennheiserLG76%971%Outofrespondents

whohaveused

AudioTechnica,56%

saidthey

would

usethebrand

again.LoyaltyN/A1070%16

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=36,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Audio

Technica

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAudio

TechnicaRank#

BrandBuzz%46%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Apple15%2Beats40%3JBL30%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutAudioTechnica

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Bose27%5SamsungSkullcandyBang

&OlufsenSony27%620%719%818%85%9LG16%BuzzN/A10Bowers

&Wilkins15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=307,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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