Apple beats Sony and Bose as UK’s preferred brand for wireless in-ear headphones
Apple’s wireless in-ear headphones are the most popular amongst consumers in the UK, beating the likes of Sony and Bose, according to a survey conducted by Counterpoint in May 2020.
Out of all the brands consumers put forward that they were most likely to purchase wireless in-ear headphones from this year, 63% of respondents named Apple as their preferred brand, 47% said Bose and 40% said Sony. Samsung, Beats and LG were also named by those who were surveyed, but a specific percentage wasn’t shared.
The research firm point to Apple’s loyal smartphone user base as a key factor in its dominance of the wireless in-ear headphone market.
Apple will continue its dominance of the UK hearable market because of its loyal smartphone user base, said Pavel Naiya, Senior Analyst at Counterpoint Research. Bose is well-known for its wireless headphones and this popularity is translating also to True Wireless Stereo (TWS), helped by recent attractive offers. Sony’s high ratings in media reviews have helped it secure the third strongest brand preference – similar to Bose.