Counterpoint report: Apple AirPods true wireless headset shipments accounted for 29% in Q3 2020

Research firm Counterpoint released a report on wearable devices for the third quarter of 2020. The report shows that TWS true wireless Bluetooth headsets and smart bracelets/watches still account for the majority of wearable devices, and it is expected that global sales of TWS true wireless headsets will increase by 83% in 2020 to 238 million pairs.
 

In the third quarter of 2020, earphones and wristbands accounted for 93% of wearable electronic devices, among which earphones grew the fastest. Research institutions said that the current trend of smartphones removing 3.5mm headphone jacks has greatly increased the demand for TWS earphones.

The report shows that Apple AirPods accounted for 29% of TWS true wireless headset shipments; Xiaomi ranked second with a market share of 13%, followed by Samsung and JBL. Domestic brands QCY, Edifier, and realme are also on the list.

Counterpoint said that in the third quarter of 2020, half of the brands' TWS products were priced at as low as US$50 or even US$20, which means that consumers have the potential to switch to higher-priced TWS products in the future.

The wireless headphone industry is expected to grow 83% this year to 238 million units, driven in part by the lack of headphone jacks on smartphones and the move away from including earbuds when they are sold, a trend started by Apple.

"The trend around removing jacks and earphones from devices and boxes is becoming a big driver of growth in the TWS segment," said Liz Lee, senior analyst at Counterpoint Research. "This is also aided by the continued growth in mobile media consumption, making TWS the next must-have accessory."

Counterpoint believes that the global health crisis has prompted increased consumer interest in health and fitness, which could help the smartwatch market grow further. "We expect low double-digit growth in the medium term – possibly higher if average selling prices decline rapidly," said Lim.