A new global research study from Futuresource Consulting, Audio Tech Lifestyle: Path to Purchase 2025, offers an in-depth look into how consumers choose—and ultimately buy—headphones and soundbars in today’s increasingly digital-first marketplace. The report synthesizes consumer responses from China, France, Germany, the UK, and the USA and sheds light on the motivations, influences, and habits shaping the buyer journey. For brands and manufacturers, the findings offer critical takeaways on how to stay relevant, top-of-mind, and competitive in an evolving retail landscape.
As Futuresource notes, the decision to purchase a pair of headphones—or even a soundbar—isn’t just a logical one. It’s often fueled by emotion, lifestyle, and personal identity. Headphones, in particular, are intimate. They’re worn on the body, serve as gateways into people’s personal worlds, and accompany them in private and public settings. As described by Tom Bartlett, Insights Analyst at Futuresource, this emotional connection is a key differentiator that brands need to recognize and lean into when crafting messaging, product design, and customer engagement strategies.
Soul Emotion Max ANC Wireless Headphones
Soul Nation
One of the most compelling insights from the study is how modern consumers discover and research audio tech. Word of mouth and online reviews are the two most trusted and frequently used resources. In fact, online end-user reviews were cited as the most influential factor in the final decision-making process. This means brands must work aggressively to cultivate and manage their online reputations. Encouraging satisfied customers to leave reviews, engaging with feedback, and leveraging user-generated content can all help amplify social proof—and ultimately convert buyers.
Nearly 75% of headphone purchases are now made online, underscoring the need for a robust digital sales infrastructure. Consumers cite convenience and better deals as their primary motivations. However, brick-and-mortar isn’t dead: in-store demos continue to be highly influential, especially for soundbars.
In fact, over half of consumers who saw a product demo before buying headphones did so in the same store where they ultimately made their purchase. For soundbars, 45% of owners reported seeing an in-store demonstration before buying. That tangible experience—hearing the product in action, feeling its build quality—remains a valuable part of the decision-making journey, especially for higher-ticket items like soundbars.
This means that omnichannel retail strategies are not optional—they’re essential. Brands and retailers must offer seamless digital experiences while ensuring physical touchpoints are engaging, informative, and persuasive.
Defining “Works With” and “Compatible” with Apple HomeKit
Apple
Unsurprisingly, Amazon and Apple emerged as dominant retailers in the audio tech space. Amazon leads in the USA, UK, France, and Germany, while Apple tops the charts in China. The two traits consumers value most in a retailer? Trustworthiness and price. More than 80% of respondents rated these factors as critical in deciding where to shop.
Another fascinating insight: Nine out of ten consumers bought from a retailer they already had in mind before even beginning their product research. This illustrates the massive impact of brand salience—being top of mind is everything. Loyalty programs, retargeting ads, and consistent brand messaging across channels can all contribute to maintaining this crucial front-of-mind positioning.
The research confirms what many audio brands have long suspected: demonstrations work. Whether online or in-store, giving consumers the chance to experience how a product sounds—or how it fits into their environment—significantly increases the likelihood of a purchase. When the demo is compelling, buyers often complete the transaction at that very store.
For brands, this means investing in experiential content, such as 360-degree videos, unboxing demos, interactive virtual showrooms, or even AR tools that simulate sound placement in the home. Retailers, on the other hand, should prioritize merchandising and staff training to facilitate impactful in-store experiences.
TCL Soundbars
TCL
The soundbar segment offers another compelling takeaway. Almost one-third of soundbar owners first discovered their device while shopping for a TV, and 40% bought both a TV and soundbar together. Of these, 71% received some kind of bundled promotion—either a discount or the soundbar included as part of the TV package.
This presents a massive opportunity for manufacturers: integrate soundbars into TV marketing campaigns. Cross-promotion, bundling, and brand-aligned packaging can all help brands tap into a buying moment that’s already emotionally and financially significant for the consumer.
Interestingly, brand loyalty plays a role too—about half of those who own both a TV and a soundbar bought from the same brand. This means TV brands who also make soundbars are well-positioned to upsell audio products—if they can demonstrate how the two work in harmony.
Based on Futuresource’s findings, here are several strategies manufacturers and retailers should prioritize this year:
Consumers are not just buying audio gear—they’re buying emotional experiences, convenience, and trust. Futuresource’s Audio Tech Lifestyle: Path to Purchase 2025 highlights that while technology and price matter, brand storytelling, accessibility, and experiential touchpoints can make or break a sale. For manufacturers and retailers who adapt, the rewards will be music to their ears.
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