Canalys: Global shipments of personal smart audio devices reached 95.68 million units in Q2 2023, down only 2%

Research firm Canalys recently released market data for global personal smart audio devices (including TWS, wireless headsets, and wireless neckbands). Shipments rebounded in the second quarter of 2023. Compared with the double-digit decline in the previous quarter, this quarter's decline was only 2%, with shipments reaching 95.68 million units, basically the same as the same period last year. Among them, true wireless headphones (TWS) occupy the vast majority of the market, and the market has recovered a single-digit growth of 8%, with shipments reaching 68.16 million units.

In terms of ranking, Apple (including beats) shipments increased by 2%, ranking first with a 26% share.

Samsung (including Harman's subsidiaries) benefited from the promotion of JBL's entry-level TWS, with overall shipments increasing by 3%, ranking second; Indian local manufacturer boAt rushed into third place with its ultimate cost-effectiveness, an increase of 38%.

Xiaomi ranked fourth with a market share of 5%, also the first among domestic brands, and OPPO (including OnePlus) ranked fifth.

Overall, Apple completely crushes other manufacturers. Even the combined market share of Samsung, boAt, Xiaomi, and OPPO is smaller than that of Apple alone.

The domestic market is completely different. Although Apple is still strong, it has been overtaken by Xiaomi with a 1% advantage. The latter has taken the position of the domestic leader with a 15% share.

Xiaomi took the first place. Price and comprehensive product coverage are one of its main advantages. Xiaomi's product line, such as headphones, is very rich, covering price ranges from hundreds to thousands of yuan. According to different positioning, many users can find products that suit them, and even win over many users of other mobile phone brands.

In addition, the number of Xiaomi mobile phone users in the country is large, which is also a major reason.

Zikuai Technology