高通Qualcomm：2022音頻產品使用現狀調研報告（28頁）.pdf

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1、音頻產品使用現狀調研報告2022針對全球消費類音頻設備的用戶行為和需求驅動因素的洞察 The State of Sound Report 2022A global analysis of audio consumer behaviors and desiresExecutive summary 3Research methodology 4Key findings 5What matters most:audio purchase drivers 6Feature focus:Spatial Audio 13Overview of connected audio 16Product focus

2、:True wireless earbuds 19Trending scenarios for sound 23Whats inside目錄 報告摘要 345613161923調研方法 主要洞察影響消費者購買音頻產品的重要驅動因素重點關注特性:空間音頻聯網音頻設備概述重點關注產品:真無線耳塞音頻產品的應用場景趨勢*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in

3、our survey.3Executive SummaryThe State of Sound report compiles key findings from extensive audio research with consumers across the world.The 2022 study had 6,000 smartphone users as participants,examining the factors that influence audio device purchases,as well as interest in present and potentia

4、l usage scenarios.The report is intended to make it easier to understand the qualities thatconsumers seek in earbuds,headphones,speakers,and other audio equipment.The focus of this years research is on the growth of the true wireless earbud category,growing interest in spatial audio,and the continue

5、d importance of lossless and high-res audio quality.Sound has never been more important.Many consumers today make extensive use oftheir audio devices throughout the day,from commuting,to watching videos,playinggames,working remotely,and listening to music.Globally,the most in-demand personal electro

6、nic devices are smartphones,smart speakers,and true wireless earbuds.As smartphone capabilities continue to become richer,consumers are increasingly looking for advanced features in their audio devices,such as lossless audio qualityand spatial audio functionality.Globally,there is now a shif to a hy

7、brid working model as we see restrictions ease post-pandemic.Our research has found that these shifs may be happening more slowly than expected,butare still having a notable impact onaudio device use for commuting and work-related calls.Active noise cancellation remains the highest-ranked rich audio

8、 feature,joined by lossless audio as a heavily desired feature,with audio savvy listeners demanding higher-quality audio year-on-year.Gaming has alsoaccelerated in popularity,providing an opportunity for manufacturers to add new features such as voice back-channelling,lower latency and other gaming-

9、related benefits in next-gen audio products.報告摘要音頻產品使用現狀調研報告匯集了面向全球消費者進行的廣泛的音頻研究洞察。2022 年的報告基于 6000 名智能手機用戶的調研數據，揭示了影響消費者購買音頻設備的驅動因素，以及對當前和潛在使用場景的興趣程度。本報告致力于更好地了解消費者對于耳塞、耳機、音箱和其他音頻設備品質的追求。今年的調研報告重點關注不斷擴大的真無線耳塞市場、消費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。如今，音頻的重要性已經不言而喻。從日常通勤、觀看視頻、暢玩游戲、遠程辦公到聆聽音樂，消費者每天都在大量地使

10、用他們的音頻設備。在全球，最常用的個人電子設備是智能手機、智能音箱和真無線耳塞。隨著智能手機功能進一步豐富，消費者也不斷追求音頻設備帶來的更多先進特性，如無損音質和空間音頻功能。隨著后疫情時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變。我們的研究發現，這些轉變的發生可能會比預期的要慢，但仍對通勤和工作通話相關音頻設備的使用產生顯著影響。主動降噪仍然是受訪者最看重的一項音頻設備特性，而隨著精通音頻的消費者對更高質量音頻需求的同比增長，無損音頻也成為了一個擁有強烈需求的功能，同時，隨著游戲的快速流行，這也為設備制造商在其下一代音頻產品中增加例如語音回傳通道，低時延等新的游戲相關特性創

11、造了重要機遇。*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。This years report has been co-authored with SAR Insight&Consulting,the audio technology industry analysts.Alongside results of the survey,SAR has used its vast amount of research to qualify trends that are seen in the market.This largely comes from the fol

12、lowing service topics:TWS Audio&UI Technologies Headphones&Headsets Home AV Equipment Audio Sofware and IP*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.4Research methodology Locations United S

13、tates,United Kingdom,Germany,China,India and Japan Demographic Smartphone users aged 18-64 years Sample size 1,000 per country Research conducted July 2022調研方法調研市場:調研人群:每個國家的樣本數量:美國、英國、德國、中國、印度和日本 18-64歲的智能手機用戶 1000名調研時間:2022年7月今年的報告是與音頻技術行業分析機構 SAR Insight&Consulting 合作撰寫。除調研結果外，SAR 還利用大量的研究以描述可見的市

14、場趨勢。這些趨勢主要來自以下服務主題:真無線音頻和UI 技術耳機和頭戴式耳機家庭AV設備 音頻軟件和IP *本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。LE*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.5Key findingsListeners are more driven by audio qualit

15、y than ever 58%of respondents are seeking either high-resolution or losslessaudio quality.Spatial Audio is the next“must-have”featureMore than half of respondents claimed spatial audio will have an influence ontheir decision tobuy their next pair of true wireless earbuds,and 41%said theywould be wil

16、ling to spend more for the feature.True wireless earbuds are becoming integral to mobile gamingGamers are using true wireless earbuds for an average of 2 hours a day to play on their smartphones.Battery life is still a key driver for speakersBattery life is the#1 purchase driver for wireless speaker

17、s,with long battery life now expected as standard for true wireless earbuds and headphones.Consumers are ready for Bluetooth LE AudioA third of respondents want LE Audio features such as Broadcast audio in their next devices,as the market gets ready for the launch of the first devices with this new

18、technology.The evolution of audio for hybrid workingAs global working habits evolve,respondents expect a change in the way their audio devices are used for work,with 20%expecting to work more from the ofce in the next 12 months.主要洞察消費者比以往更加重視音質空間音頻成為下一個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下一副真無線耳塞的決定產生影響。4

19、1%的受訪者認為，他們愿意為該特性支付更多費用。58%的受訪者表示，他們希望獲得高分辨率或無損音質。真無線耳塞正在成為手機游戲場景不可或缺的一部分玩家平均每天要花 2 個小時佩戴真無線耳塞在智能手機上玩游戲。續航時間仍然是消費者購買無線音箱的關鍵驅動因素續航時間是購買無線音箱的首要驅動因素，長續航時間現已被視作真無線耳塞和耳機的基本標準。消費者已準備好迎接藍牙低功耗音頻（LE Audio）市場已準備好迎接采用藍牙低功耗音頻技術的首批終端，有三分之一的受訪者表示希望在他們即將購買的音頻設備中獲得例如廣播音頻等低功耗音頻特性?；旌限k公模式下音頻設備使用習慣的演進隨著全球工作習慣的轉變，受訪者預計他

20、們在工作中使用音頻設備的方式將發生變化，20%的受訪者期望在接下來的一年里更多地回到辦公室工作。*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。What matters most:audio purchase driversThe following section focuses on how consumers rate the significance of features for each audio product category.The most important factor in choosing headphones during the pr

21、evious six years has been sound quality.In 2022,price,sound quality,and comfort are all leading factors.Now that true wireless earbuds and wireless headphones are used for longer periods of time and have longer battery lives,comfort is crucial to listeners purchasing habits.影響消費者購買音頻產品的重要驅動因素在過去的六年中

22、，消費者選擇耳機最重要的因素是音質。在 2022 年，價格、音質和舒適度均成為主導因素。以下部分重點關注消費者對不同種類音頻設備特性的重要性排序。由于真無線耳塞和無線耳機的使用時間更長，續航時間也更長，舒適度成為了影響消費者購買習慣的關鍵因素。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.7Top audio purchase driv

23、ersThe following charts show how consumers rate the significance of features for each audio product category.Consumers are now seeking more value in their true wireless earbuds and headphones,along with year-on-year advancements in features and technology,with price,sound quality,and comfort all ran

24、king highly.Due to consumers wearing true wireless earbuds and headphones for longer periods of time throughout the day,comfort has moved up to number two.Lossless audio is becoming increasingly important each year,andsound quality remains one of the top three purchase factors.Consumers are also loo

25、king for devices that are simple to use and work seamlessly together“ease of use”,“easy set up”,and“seamless transfer”all being highlighted as important.Wireless HeadphonesTrue Wireless Earbuds46%43.7%42.5%41.5%38%34%32%31%31%30%41%35%36%36%33%30%26%25%27%27%PriceComfort in the earSound qualityBatte

26、ry lifeEase of useActive noise cancellationCompatibility with phoneSize of the earbudsEasy set up/Bluetooth pairingLossless audio qualityTrue wireless earbud and wireless headphone purchase drivers in 2022購買音頻產品的主要驅動因素下圖展示了消費者對不同種類音頻產品特性的重要性排序。伴隨著產品特性和技術的精進，消費者在他們的真無線耳塞和耳機中不斷尋求新的價值，價格、音質和舒適度的排名都十分靠前

27、。由于消費者每天佩戴真無線耳塞和耳機的時長不斷增加，舒適度上升為驅動因素的第二位。無損音頻的重要程度也在逐年增加，而音質仍然是影響消費者購買的三大主要因素之一。消費者也不斷尋求使用便捷且支持無縫工作的設備“簡單易用”、“易于設置”和“無縫轉換”都顯得尤為重要。價格 入耳舒適度 音質 續航時間 簡單易用 主動降噪 與智能手機的兼容性 耳塞尺寸 無損音質 2022年真無線耳塞和無線耳機的購買驅動因素真無線耳塞易于設置/藍牙配對操作簡便 無線耳機*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。In the$50 plus true wireless earbud categ

28、ory,there has been significant year-on-year shifs in key purchase drivers.High-resolution audio,active noise cancellation,spatial audio and hearing enhancement have all seen 10%increases in demand at this price point compared to the 2021 State of Sound.As technology and capabilities of true wireless

29、 earbuds continue to advance,and richer features become widely adopted at the mid to high-tier price points,listeners are now expecting more from their true wireless earbuds.*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who

30、 participated in our survey.8Demand for richer features is increasing for devices over$50Purchase drivers for true wireless earbuds with$50 or higher retail value45%38%25%27%32%+13%+13%+14%+13%25%11%14%Active noisecancellationHigh-resolutionaudioHearing assistance/enhancementSpatial Audio20222021消費者

31、對50美元以上價位產品帶來的更豐富特性需求不斷提升空間音頻聽覺輔助/增強高分辨率音頻主動降噪零售價超過50美元的真無線耳塞購買驅動因素在零售價位于 50 美元或更高的真無線耳塞品類中，主要的購買驅動因素同比變化顯著。與音頻產品使用現狀調研報告 2021中的數據相比，消費者對于該價位產品在高分辨率音頻、主動降噪、空間音頻和聽覺增強的需求上均出現 10%以上的增幅。隨著真無線耳塞技術和功能的不斷進步，以及中高端價位產品中廣泛采用了更豐富的特性，消費者對當前的真無線耳塞有了更多的期待。*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。*All percentages,cons

32、umer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.9For both Bluetooth speakers and smart speakers,battery life has emerged as the top purchase driver.Consumers are seeking longer battery life as usage of battery power

33、ed portable wireless speakers expands.This trend was also shown in previous State of Sound reports for the headphones and true wireless earbuds categoriesindicating that consumers are seeking an element of portability and convenience from their Bluetooth speakers.Hot topics for speakers:increased ba

34、ttery life,better sound quality and priceBluetooth speakerSmart speaker42%39%37%33%31%30%28%28%27%27%24%39%36%36%32%30%27%22%Battery lifeSound qualityPriceEase of useRobust connectivityLong standby hours on batteryLossless audio quality/music streamingEasy set up/Bluetooth pairingPortability(size/we

35、ight)Smart speaker and Bluetooth speaker purchase drivers in 2022關于音箱的熱點話題:更長續航時間，更好的音質，更合理的價格2022年智能音箱和藍牙音箱的購買驅動因素續航時間音質價格簡單易用穩定連接電池待機時間長無損音質/音樂播放易于設置/藍牙配對操作簡便便攜性(尺寸/重量)智能音箱藍牙音箱無論是藍牙音箱還是智能音箱，續航時間都已成為影響購買產品的關鍵驅動因素。隨著以電池供電的便攜式無線音箱的使用范圍不斷擴大，消費者也希望產品擁有更長的續航時間。這一趨勢在之前的音頻產品使用現狀調研報告中關于耳機和真無線耳塞品類的調研中也有所體現，

36、這表明消費者正在從他們的藍牙音箱中尋求更多便攜的要素。*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.10Consumersactively seek out better audio quality and are willing to pay extra for

37、 itOutside of purchase drivers,the report also highlights consumer sentiment towards audio.Findings show that for a second year,over 70%of consumers value audio and recognize the positive impact it has on their wellbeing.The savviness of consumers has also increased year-on-year,with more now active

38、ly seeking out better audio qualityandare willing to pay extra for it.71%70%68%66%64%63%Listening tomusic,podcasts and othermedia have a positive efect on mywellbeingHaving goodaudio in my wireless audiodevice gives thebest experiencewhen usingmy smartphoneI make surethat soundquality on my devices

39、getsbetter and betterwith everypurchaseConnectingto contentthrough myaudio devicesis veryimportant to meI am willingto spendmore to getthe bestaudio qualityI rely on myaudio devicesas a part ofmy daily lifeConsumer sentiment toward audio use:Which of these statements do you agree with?消費者對更好的音質需求與日俱

40、增并愿意為此支付額外費用除購買驅動因素外，此報告還強調了消費者對音頻產品的態度。調研結果顯示，連續兩年，超過 70%的消費者將音質作為重要參考指標，并認為音質有助于提升幸福感。消費者對技術的認知也愈發深入，不僅積極尋求更好的音質，而且愿意為好產品支付額外費用。消費者對音頻設備使用的態度，你同意哪一種說法?聽音樂、播客和其他媒體有助于提升我的幸福感無線音頻設備的出色音質可以讓我在使用智能手機時獲得最佳體驗我明確希望每次購買的新設備上的音質越來越好通過音頻設備連接內容對我來說非常重要我愿意為獲得最佳音質支付更多費用音頻設備已經成為我日常生活的一部分*本報告中涉及的所有百分比、消費者行為和態度僅基于

41、本次調研的受訪者的回答。32%26%61%seek higher thanMP3-quality audio13%17%12%High-resolutionaudio or higherCD-qualityaudioLosslessaudioMP3-qualityaudioDont know/no preference*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated

42、in our survey.11Consumers make decisions based on theirknowledge of high-quality audioFor audio devices,sound quality is still one of the key factors in decision-making,and as audio technology evolves,consumer expectations are rising year-on-year.When asked which of the following sound quality level

43、s would you prioritize when shopping for your new wireless audio device?,more people than ever are seeking out lossless and CD-quality audio,with almost two thirds of respondents wanting higher than MP3 audio quality.This data also indicates that listeners are becoming more aware of sound quality di

44、ferentiation in their devices.Sound quality attitudes globally消費者的購買決策基于對高品質音頻的了解對于音頻設備來說，音質仍然是影響購買最為關鍵的因素之一，隨著音頻技術的演進，消費者對于音質的期待也在與日俱增。當被問及購買新的無線音頻設備時優先考慮的音質等級，選擇無損和 CD 品質音頻的人數超過以往，三分之二的受訪者希望享受到超過 MP3 品質的音質。全球消費者對音質的態度不清楚/無特別偏好 CD品質音頻 MP3品質音頻 無損音頻 高分辨率/超高分辨率音頻上述數據表明消費者對他們的音頻設備中音質差異的認知度不斷提高。期望獲得超過M

45、品質的音質*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。Sound quality improvement features that matter mostThe findings below show which sound quality related features matter most to consumers,assuming the device meets the fundamental requirements for sound quality,battery life,ease of use,and price.Responses ind

46、icate that consumers will seek richer,more reliable,and more seamless experiences in the future.Robust connectivity withno dropouts or glitchesActive noise cancellationCrystal clear voice callsAutomatic Bluetooth pairingLossless audio quality/music streaming70%68%67%67%66%Percentage of true wireless

47、 earbud purchases likely to be influenced by sound quality improvement features*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.12音質提升的要素至關重要以下調研結果顯示了在設備滿足音質、續航、簡單易用和價格等基礎需求下，消費者最看重的音質相關特性。調研結果表明

48、，消費者將尋求更豐富、更可靠、更無縫的音頻體驗。購買無線耳塞的可能性受音質提升特性的影響的百分比連接穩定，沒有斷音或故障主動降噪超清晰語音通話自動藍牙配對無損音質/音樂播放*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。Feature focus:Spatial AudioBeyond lossless audio,the next“must-have”feature for audio devices is spatial audio.Spatial audio,ofen known as 3D audio,allows the user to fully imme

49、rse themselves in a virtual three-dimensional space.Most smartphones can stream spatial audio,but more content must still be produced,and new technologies must be considered if spatial audio is to be fully utilized for streaming music,films,games,and other types of content;for example in the headpho

50、nes/true wireless categoriesspatial audio with head-tracking for complete surround-sound immersion.Our research indicates that consumers are becoming more knowledgeable about spatial audio,are actively seeking the feature,and would be willing to pay more for devices that support it.重點關注特性:空間音頻除了無損音頻

51、，音頻設備的下一個“必備”功能是空間音頻?？臻g音頻，通常被稱為 3D 音頻，能夠讓用戶完全沉浸在虛擬的三維音頻空間中。大多數智能手機都可以播放空間音頻，但如果要完全利用空間音頻技術播放音樂、電影、游戲或其他內容類型，需要制作更多內容，采用更多新技術;例如在耳機/真無線產品品類中，帶有頭部追蹤功能的空間音頻技術可提供完全沉浸的環繞聲體驗。我們的調研結果表明，伴隨著消費者對空間音頻了解的不斷增加，他們也在積極地追求這一特性，并愿意為支持該特性的設備支付更多費用。40%16%44%LikelyExtremelylikelyUnlikely41%Would pay extra for spatial

52、audio on their next true wireless earbuds28%Would pay an extra$5 or more for spatial audio on their next true wireless earbudsPercentage of true wireless earbud purchases likely to be influenced by support for spatial audio*All percentages,consumer behaviors and attitudes stated in this report are b

53、ased only on the responses of the individuals who participated in our survey.14More than half of respondents claimed spatial audio is likely to influence their decision to buy their next pair of true wireless earbuds,and 41%of respondents said they would be willing to spend more for the feature.Seve

54、ral market segments are striving to integrate spatial audio into a variety of multimedia forms.The music industry is producing content to enhance the listening experience for fans of their favorite musicians,enabling more realistic virtual concert experiences.Spatial audio is being used by film prod

55、ucers to create more immersive soundscapes,especially for home theater systems.By integrating headtracking to ofer spatial audio that moves with the player as they explore virtual worlds,gaming content providers are using spatial audio to create more immersive gameplay,especially in VR.High interest

56、 levels in spatial audio消費者對空間音頻有很濃厚的興趣受音質提升影響而購買真無線耳塞的可能性-空間音頻41%的受訪者愿意在購買新的真無線耳塞時為空間音頻支付額外費用28%的受訪者愿意在購買新的真無線耳塞時為空間音頻額外支付 5 美元或更多費用超過半數的受訪者表示，空間音頻功能可能會成為影響他們購買新真無線耳塞的因素，并且 41%的受訪者表示，他們愿意為該特性支付更多費用?？赡軜O有可能不太可能一些細分市場正在努力嘗試將空間音頻功能整合到豐富的多媒體形式中。音樂產業正在制作相關內容，以增強音樂人粉絲們的聆聽體驗，助力實現諸如更真實的虛擬音樂會體驗。電影制片人正在使用空間音頻

57、來打造更具沉浸式的“聲景”體驗，尤其是面向家庭影院系統。通過集成頭部追蹤功能，玩家在探索虛擬世界時可獲得實時的空間音頻，游戲內容提供商正在使用空間音頻創造更具沉浸感的游戲玩法，特別是在 VR 領域。*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.15Users ar

58、e interested in spatial audio for a wide range of content and use cases,from gaming,to music.This indicates that consumers now recognise the positive impact spatial audio can have on their overall listening experience.Which of the following types of content would you like to listen to if your next w

59、ireless earbuds/headphones support spatial audio?Familiarity with spatial audio is increasing 73%of respondents are aware of spatial audio,while 34%of respondents are quite familiar with the feature.Due to its use in Bollywood films,spatial audio is particularly well-known in India.62%48%41%34%31%26

60、%MusicMoviesVideosTV showsGamesPodcastsNever seen or heard of it before11%17%23%22%27%Knowa lotKnow somethingsKnow verylittleKnow onlythe name73%aware ofspatial audioHow much do you know about Spatial audio?您對空間音頻的了解程度如何?對空間音頻的熟悉程度正在不斷加深十分了解了解一些有所耳聞從未見過或聽說了解很少如果您的下一個無線耳塞/耳機支持空間音頻，您希望收聽以下哪種類型的內容?音樂電影

61、 視頻 電視節目游戲播客從游戲到音樂等廣泛內容和場景，用戶都對空間音頻充滿興趣。這表明消費者認識到空間音頻對其整體聆聽體驗產生的積極影響。73%的受訪者表示知道這一功能，34%的受訪者表示對空間音頻功能十分熟悉。由于在寶萊塢電影中的使用，空間音頻技術在印度廣為人知。知道空間音頻*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。Overview of connected audioThe following findings show which wireless audio devices consumers use most frequently,and attitu

62、des towards new technology advancements such as Bluetooth LE Audio.Most respondents are already aware of LE Audio technology andare interested in the use case benefits it will bring.Consumers listen to audio on a broader range of devices every day than ever before,from smartphones to soundbars.聯網音頻設

63、備概述以下調研結果顯示了消費者最常使用的無線音頻設備，以及對藍牙 低功耗音頻等新技術演進的態度。大多數受訪者已經對低功耗音頻技術有所認知，并對它將呈現的用例優勢很感興趣。從智能手機到條形音箱，消費者每天收聽音頻的設備種類比以往更多。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.17Audio fluidity:A growing num

64、ber of devices are utilized every day for audioHow frequently do you use each of the following devices each day?Consumers now listen to audio on an even broader range of devices every day.The number of people watching TV continues to rise.In recent years,as home working has increased,laptop speakers

65、 and conference speakers have become increasingly popular.Consumers will use their audio devices to listen to music,podcasts,and play games for richer audio experiences.Users want their audio experience to be smooth,seamless,and high-quality across all of their devices.60%57%49%45%44%43%36%34%27%Sma

66、rtphones built-in speakerTVs built in speakerTrue wireless earbudsWireless headphonesLaptop/PCs built in speakerSmart speakerBluetooth speakerSoundbarHome ofce speaker音頻的流動性:用于日常音頻體驗的設備不斷增加您每天使用以下設備的頻率有多高?智能手機內置揚聲器電視內置揚聲器真無線耳塞無線耳機筆記本電腦/PC 內置揚聲器智能音箱藍牙音箱條形音箱家用辦公音箱當今的消費者每天都在多種設備上收聽音頻。電視觀眾的數量持續增長。近年來，隨著

67、居家辦公的普及，也使得筆記本電腦揚聲器和會議揚聲器愈發受歡迎。消費者使用他們的音頻設備來聽音樂、播客以及玩游戲，以獲得更豐富的音頻體驗。用戶希望在跨音頻設備使用時能獲得流暢、無縫和高質量的音頻體驗。*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.18Watch TV

68、 withseveral earbuds,atdiferent volumesConnect my wireless earbuds/headphones to a public venuesbroadcast(e.g.,in gyms or airportsStream to multiple Bluetoothdevices simultaneously35%Connect to one of several TV screens(e.g.in gyms or airports)35%35%Stream audio from yoursmartphone to several wirele

69、ssdevices at the same time35%32%Watch the same TV programat diferent volumes over individualwireless earbuds/headphones32%Consumers are interested in a variety of broadcast applications,such assimultaneously streaming audio from a smartphone to numerous wirelessdevices.Anticipation for Bluetooth LE

70、Audio growsThe report shows high levels of interest and awareness in LE Audio,with 75%of respondents stating they were aware of LE Audio,and over 40%considering themselves knowledgeable.This is surprisingly high for a technology that hasnt yet become widely available and indicatessignificant anticip

71、ation from consumers.There is also significant interest in the use cases that LE Audio enables,including broadcasting to multiple devices for personal audio sharing and location-based audio sharing in airports,gyms,and other public venues.AuracastBroadcast audioWhich of the following audio sharing u

72、ses would you be interested in?增長的藍牙低功耗音頻需求報告顯示，人們對于低功耗音頻擁有較高的興趣和認知，其中 75%的受訪者表示他們知道低功耗音頻，超過 40%的受訪者認為自己了解低功耗音頻。對于一項尚未被廣泛應用的新技術而言，這組數字出人意料，這也表明消費者對它抱以很高期待。人們對于低功耗音頻所支持的用例也很感興趣，包括面向個人音頻分享的多設備廣播以及在機場、體育館和其他公共場所的基于位置的音頻分享。Auracast-廣播音頻您對以下哪一種音頻共享用途感興趣?將智能手機中的音頻同時串流至多個無線設備連接到多個電視屏幕中的某一個屏幕(例如在體育館或機場)將我的無

73、線耳塞/耳機連接到公共場所的廣播(例如在體育館或機場)同時串流至多個藍牙設備使用不同的耳塞以不同的音量看電視使用單獨的無線耳塞/耳機以不同的音量觀看同一個電視節目消費者對于各種各樣的廣播應用很感興趣，比如將智能手機中的音頻同時串流至多個無線設備。*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。Product focus:True wireless earbudsTrue wireless earbud products continue to be a high growth category in consumer audio electronics.41%of r

74、espondents say they currently own true wireless earbuds,and 20%say they are planning to buy in the next 12 months.Consumers use their true wireless earbuds for a wide range of use cases,including music listening,gaming,and voice callstypically spending more than an hour a day on each individual acti

75、vity.The most requested advanced features include active noise cancellation,lossless audio,context awareness,and spatial audio.重點關注產品:真無線耳塞真無線耳塞依然是消費類音頻電子產品中高速增長的品類。41%的受訪者表示他們目前擁有真無線耳塞，20%的受訪者表示他們計劃在未來 12 個月內購買真無線耳塞。消費者在廣泛用例中使用真無線耳塞，包括聽音樂、玩游戲和語音通話通常消費者每天在上述活動中的使用時長超過 1 小時。消費者最需要的先進特性包括主動降噪、無損音頻、情景感

76、知和空間音頻。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.20Despite their high market penetration,the true wireless earbuds market is still experiencing growth.41%of respondents said they currently

77、 own a pair,up from 35%in 2021.20%of respondents indicate that they plan to purchase true wireless earbuds in the upcoming 12 months.Its interesting to note that more respondents(24%)claim they intend to purchase an on-ear or over-the-ear wireless headset.The number of people who own diferent types

78、of headphones for use in various contexts such as at work,listening to music,and playing games has continued to increase every year for the last 6 years.Todays widespread use of wireless audio devices and the high demand for innovation41%20%21%43%24%17%34%13%15%34%17%18%True wirelessearbudsWireless

79、on-earor over-the-earheadphonesBluetooth wireless speakerSmart speakerAlready ownPlan to buy inthe next 12 monthsPlanned to buy in 2021Consumer adoption of certain electronic devices盡管市場滲透率很高，但真無線耳塞市場仍展現增長勢頭。今年，41%的受訪者表示他們目前擁有一副真無線耳塞，2021 年該比例僅為 35%。此外，還有 20%的受訪者表示，他們計劃在未來 12 個月內購買真無線耳塞。有趣的是，更多的受訪者(

80、24%)表示他們打算購買入耳或非入耳式無線頭戴式耳機。過去 6 年中，面向工作、聽音樂和玩游戲等不同情境使用不同類型耳機的消費者人數也在逐年增加。當前無線音頻設備的廣泛使用以及對創新的強烈需求消費者擁有的電子設備真無線耳塞無線入耳式或非入耳式耳機無線藍牙音箱智能音箱已擁有計劃在未來12個月內購買2021年曾計劃購買*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses o

81、f the individuals who participated in our survey.21The most common uses for true wireless earbudsThe top three uses for true wireless earbuds have not changed in the last three years of the survey:music listening,gaming,and voice calls.This is,in some ways,in contrast to how much time is generally s

82、pent on these activities.Users ofen play video games for about an hour and listen to music for over two hours each day.Voice calls take less time overall,as they are more frequent,but shorter activities.76%58%47%46%35%34%27%19%16%15%Music listeningGamingVoice callsWatching TV/movies/videosPersonal v

83、ideo callsListening to audio books/podcastsWork video callsVoice assistantTo improve my hearing in noisy placesFitness or health tracking2.12.01.81.61.51.41.4To improve myhearing innoisy placesVoice callsWork videocallsFitness orhealth trackingGamingWatching TV/movies/videosMusic listeningHours per

84、dayWhich of the following do you use your current true wireless earbuds for?In a typical day,how much time do you use your true wireless earbuds for each of the following activities?真無線耳塞最常見的用途76%47%46%38%35%34%27%19%16%15%聽音樂語音通話游戲看電視/電影/視頻個人視頻通話收聽有聲讀物/播客工作視頻通話語音助手在嘈雜環境中提升聆聽體驗健身/健康追蹤以下哪一項是你現在使用真無線耳

85、塞的用途?在過去三年的調查中，真無線耳塞的四大主要用途保持不變聽音樂、語音通話、看電視/電影和玩游戲。在一定程度上，這一結果與上述活動所花費的時間成正比。用戶通常每天約花費一小時玩電子游戲，花費超過兩小時聽音樂。語音通話的總用時較少，因為通常單次通話時長較短，但頻率更高。日常生活中，你面向以下活動使用真無線耳塞的時長是多少?聽音樂看電視/電影/視頻健身/健康追蹤工作視頻通話語音通話在嘈雜環境中提升聆聽體驗游戲平均每日小時數*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。*All percentages,consumer behaviors and attitudes

86、stated in this report are based only on the responses of the individuals who participated in our survey.22The advanced features driving true wireless earbudsforwardActive noise cancellation(ANC)remains the most requested feature,with many consumers now also seeking lossless audio support in their wi

87、reless earbuds.This,combined with demand for features like spatial audio and hearing personalization,demonstrates continued desire for richer features.Additionally,there is growing demand for enhanced sensor capabilitiesand fitness&health tracking,which have risen year-on-year.68%66%56%56%56%52%48%A

88、ctive noise cancellationLossless audio qualityContext awarenessSpatial/3D audioHearing personalizationVoice assistant capabilitiesFitness&health sensor capabilitiesLikely impact of advanced features on true wireless earbud purchase驅動真無線耳塞發展的先進特性先進功能特性對于真無線耳塞購買決策的潛在影響主動降噪無損音質情景感知 空間/3D音頻個性化聆聽語音助手功能健身

89、和健康傳感功能主動降噪(ANC)仍然是消費者所需的最常用功能，許多消費者現在也在音頻設備中追求無損音頻。這與對諸如空間音頻和個性化聆聽等功能的追求一起，表明消費者對豐富特性的追求。此外，消費者對于增強的傳感器功能以及健身和健康追蹤功能的需求也在逐年遞增。*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participa

90、ted in our survey.23Trending scenarios for soundThere are many overarchingscenarios driving the audio market forward.From this years respondents,the top trending scenarios include hybrid working,gaming,and active noise cancellation(ANC).Most respondents want their true wireless earbuds to last at le

91、ast 5 hours before needing to be recharged.Hybrid working is increasing,with more time being spent in ofces in many countries.Across all respondents,almost 40%are now gaming on their smartphone daily,on average for 2 hours a day.68%said support for ANC would influence their next true wireless earbud

92、 purchase,but respondents also indicated that there is room to improve the overall ANC experience.音頻產品的應用場景趨勢推動音頻市場向前發展的場景豐富多樣。從今年的受訪情況來看，最熱門的場景包括混合辦公、游戲和主動降噪（ANC）。大多數受訪者希望他們的真無線耳塞在下次充電前至少能使用 5 個小時?；旌限k公模式愈發普遍，而在很多國家，在辦公室工作的比例也在增長。所有受訪者中有近 40%表示他們平均每天花 2 小時用智能手機玩游戲。68%的受訪者表示主動降噪特性會影響他們購買下一副真無線耳塞，但也表示

93、，主動降噪的整體使用體驗還有改進空間。*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。241 Source:SAR TWS Product DATAbase*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.The significance of battery life for consumers70%of res

94、pondents want their true wireless earbuds to last at least 5 hours before needing to be recharged,and 26%want them to last up to 14 hours.Most devices scheduled for delivery in 2022 promise a battery life of 4 to 10 hours1 per charge.Manufacturers need to balance battery life expectations with the d

95、emand for more richly featured devices.26%21%18%35%1-4 hours5-7 hours8-13 hours14+hoursHow many hours would you expect your true wireless earbuds to last before returning them to the charging case?續航時間對消費者體驗的重要性70%的受訪者表示希望他們的真無線耳塞在下次充電前至少能使用 5 個小時，26%的受訪者希望他們的耳機使用時長能達到 14 個小時。大多數計劃在 2022 年上市的設備，其每次充

96、電可保證 4 至 10 小時的續航。廠商需要在消費者對續航時間的期望和擁有更豐富特性設備的需求間尋求平衡。把真無線耳塞放回充電盒前，你希望它能使用多長時間?26%21%18%35%1-4 小時5-7 小時8-13 小時14小時以上1*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。1 來源：SAR 真無線產品數據庫25*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who p

97、articipated in our survey.Evolving working patterns are driving behavior shifsAs we move to a post-pandemic world,the global shif back to in-ofce work is beginning,albeit slowly.Most respondents in the US,UK,Germany,and China still work from home,but 20%of them anticipate doing more ofce work over t

98、he next 12 months.Nearly 90%of respondents in Japan anticipate continuing to work from home,with 40%of respondents in India expecting more remote working than the previous 12 months.The number of respondents expecting to make voice and video calls for work match this trend,with a slight decrease in

99、the amount of work video calls they will need to make in 2022 vs.the height of the pandemic.However,this is counterbalanced by a heightened need to use audio devices during commuting and ofce work.As the new hybrid approach to working continues,manufacturers,particularly in the enterprise category,w

100、ill need to ensure their devices can support robust and high-quality voice and video calls,at work,at home and on the go.Compared to the last 12 months,how ofen would you expect to work remotely?How much of the time do you use your current true wireless earbuds for work video calls?USJAPANINDIA18%6%

101、65%86%17%8%Less ofenAbout the sameMore ofen40%17%43%33%202227%2021不斷變化的工作模式正驅動行為的轉變隨著我們進入后疫情時代，全球已經開始呈現重返辦公室辦公的趨勢。在美國、英國、德國和中國，大多數人仍然居家辦公，但他們中的 20%預計在未來 12 個月要重返辦公室工作。在日本，近 90%的受訪者希望繼續居家辦公。與前 12 個月相比，40%的印度受訪者希望能更多地居家辦公。受訪者因工作需要進行語音和視頻通話的期望符合這一趨勢，與疫情最嚴重的時期相比，他們在 2022 年需要撥打工作視頻電話的數量略有下降。然而，這一數據被增長的通勤

102、時間和在辦公室工作中使用音頻設備的需求抵消了。伴隨著持續增長的新型混合辦公模式的需求，制造商，尤其是企業級廠商，需要確保他們的設備能夠支持使用者在公司、在家和外出時獲得穩定和高質量的語音及視頻通話體驗。與過去 12 個月相比，您希望進行遠程辦公的頻率如何？您在使用真無線耳塞時，有多少時間用于工作視頻通話？美國日本印度18%6%65%86%17%8%不經常與之前差不多很頻繁40%17%43%33%202227%2021主動降噪對你選擇新的真無線耳塞有多大的影響?*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。26ANC continues to be a must-ha

103、ve feature for many,improvements are still needed for some68%of respondents said that support for active noise cancellation(ANC)would influence their next true wireless earbud purchase.Year-on-year,ANC has been a top purchase driver,and clearly,device manufacturers have seen a similar trend.As a res

104、ult,various true wirelessearbuds with ANC have entered the market,with ANC capabilities currentlyofered in a range of price points from high-end to under$50 models1.Some respondents reported issues with battery life,comfort,and quality of the noise cancellation,showing that the market still has room

105、 to improve,particularly at lower price points.36%30%28%26%21%Battery drains very quicklyDifculty getting the earbud to fit well in my earDoesnt block high-pitched noise wellDisappointing amount of noise cancellationUnexpected squealing or howling noise68%32%YesNot prioritizingWould active noise can

106、cellation influence the selection of your next true wireless earbud purchase?Which of the following problems have you experienced while using active noise cancellation?1 Source:SAR TWS Product DATAbase*All percentages,consumer behaviors and attitudes stated in this report are based only on the respo

107、nses of the individuals who participated in our survey.主動降噪對許多消費者仍然是必備功能部分消費者希望該功能有進一步提升68%32%是不優先考慮主動降噪對你選擇新的真無線耳塞有多大的影響?在使用主動降噪產品時，您遇到過以下哪些問題?36%30%28%26%21%電量消耗過快耳塞不易于塞進耳朵無法抵擋高頻噪音降噪功能收效甚微突發的刺耳噪音 68%的受訪者表示主動降噪特性會對他們購買新的真無線耳塞產生影響。與過去相比，主動降噪技術顯然已成為影響消費者購買音頻產品的重要驅動因素，顯然，終端制造商也看到了類似的趨勢。因此，各種支持主動降噪的真無線

108、耳塞進入市場，從高端到50 美元以下價格的產品應有盡有。但一些受訪者反映了包括續航時長、舒適度和降噪質量方面的問題，這表明市場，尤其是低價位產品市場，對降噪特性仍有改進空間。1 來源：SAR 真無線產品數據庫1*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.27Im

109、portance of sound for gamingSmartphones are the most popular devices for gaming,and true wireless earbuds are used for an average of two hours every day for mobile gaming.UK26%DE29%JA37%CH39%US42%IN48%DailyMore than twice per week62%37%Smartphone38%10%Laptop36%11%PC/Desktop35%10%Games Console29%6%Ha

110、ndheld GamingHow ofen do you play games on each of the following devices?Daily smartphone gaming音頻對于游戲的重要性智能手機是最普遍的游戲設備，真無線耳塞用于手機游戲的日均時長為 2小時。您在以下設備上玩游戲的頻率是多少?每天 Daily 每天每周兩次以上 62%37%Smartphone38%10%Laptop36%11%PC/Desktop35%10%Games Console29%6%Handheld Gaming智能手機筆記本電腦PC/臺式機游戲機 掌上游戲機 每天用智能手機玩游戲 印度 美

111、國 中國 日本 德國 英國*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。*All percentages,consumer behaviors and attitudes stated in this report are based only on the responses of the individuals who participated in our survey.28Nearly half of those surveyed said that having a voice back-channel for in-game voice chat wou

112、ld afect their decision to buy their next pair of true wireless earbuds or stereo headset.79%listed lower audio lag for gaming as a likely purchase driver for their next true wireless earbuds,and one-third also said their gaming experience would be enhanced by spatial audio features.33%31%28%25%23%B

113、luetoothwireless speakerSmartspeakerWiredheadphoneTrue wirelessearbudsWirelessheadphone18-2930-4445+22%43%35%Which of the following audio accessories do you use when playing games on your smartphone?Daily smartphone gamers by age(Global average)每天用智能手機玩游戲的玩家年齡（全球平均）近一半的受訪者表示，擁有為游戲語音聊天設置的語音回傳通道會影響他們購買下一副真無線耳塞或立體聲耳機的決定。79%的受訪者將較低的游戲音頻時延列為其購買下一副真無線耳塞的驅動因素，三分之一的人還表示，空間音頻功能將增強他們的游戲體驗。當使用智能手機玩游戲時，你會使用以下哪種音頻配件?無線耳機真無線耳塞有線耳機智能音箱無線藍牙音箱*本報告中涉及的所有百分比、消費者行為和態度僅基于本次調研的受訪者的回答。