UK: Six in Ten Surveyed Hearable Users Plan To Buy TWS Within a Year

One in two respondents plans on having ANC in their next TWS device.

Apple and BOSE are the most preferred brands for future TWS purchases. 

New Delhi, Mumbai, Hong Kong, Seoul, San Diego, London, Buenos Aires – 24th June 2020


Six out of ten hearable users in the UK plan to buy a True Wireless Stereo (TWS) headset within a year, according to a Counterpoint Research Consumer Lens study. This consumer research study highlights the inclination of consumers towards TWS, with one-third preferring TWS for regular use.  The UK’s TWS market is set to grow at a 64% CAGR to 17 million units in 2022.

Looking at the future potential of TWS hearables, users who currently only have wireless hearables, 70% of them are interested in buying a TWS in the future. Among users who have both wired and wireless hearables, 60% of them are interested in TWS. The interest level is lowest among users who only have wired hearables, where only 44% of them are interested in a TWS purchase in the future. However, this is, at least partially, driven by users simply making use of the headphones supplied with most smartphones.

Commenting on the UK hearables market, Arushi Chawla, Research Associate at Counterpoint Research, said, “In this transitional phase towards a wireless lifestyle, hearables are part of the journey. Advancing technologies lead to smaller form factors and new designs that make hearables comfortable to wear and part of the day to day fashion. Further democratizing the technology is occurring as economies of scale are leading more and more smartphone brands to include TWS as a part of their portfolios.”

Chawla further added, “Tough competition between brands and the fast replacement cycles of hearables are acting as catalysts which will increase the penetration of TWS in the near to mid-term. According to our survey results, more than half of prospective TWS buyers are planning to spend between £50-£150 for their next hearable purchase. This is because many wireless hearable users are moving toward higher ASP TWS devices. Many first-time hearables buyers are also aiming to buy TWS hearables due to their wide availability. This will further push the sweet spot of the overall hearables market from below £50 towards £51-£100 in the next year.”

Exhibit 1: Hearable Purchase Intention by Price Band

Counterpoint Research-Hearable Purchase Intention by Price Band

Source: Counterpoint Research Consumer Lens Survey, May 2020

Analyzing the most sought-after features in future purchases, nearly 90% of our survey respondents expressed interest in active noise cancellation (ANC). One in every two is interested in having ANC in their next TWS purchase and more than half of them are ready to pay up to 20% extra for ANC.

Pavel Naiya, Senior Analyst at Counterpoint Research, highlights, “The interest in ANC over other features like auto volume adjustment, real-time translation, voice search, etc. is due to the multiple use cases for ANC in our daily life. It is helpful to create an uninterrupted environment when listening to music or an audiobook or a more distraction-free environment during work or study. ANC features in TWS are also praised for providing better sound quality, but concern was also expressed about the potential for ANC to drain batteries faster.”

Commenting on the OEM preference, Mr. Naiya added “Apple will continue its dominance of the UK hearable market because of its loyal smartphone user base. Bose is well-known for its wireless headphones and this popularity is translating also to 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.”

Exhibit 2: UK: Future TWS Brand Preference

Counterpoint Research-UK Consumer Preferences for Future TWS Purchase

Source: Counterpoint Research Consumer Lens Survey, May 2020


A consumer-level survey was conducted with hearable users in the UK during May 2020. The consumer opinion belongs to a heterogeneous group in terms of age, monthly income, gender, and occupation. Data points were selected which abided all the logical checks throughout the analysis section and gave a better representation of the ongoing hearable trend and future opinion in the UK.

Contact Us:

The comprehensive and in-depth report on the UK- Six out of Ten Surveyed Hearables Users Plan for a TWS Purchase Within a Year is available for subscribing clients. Please feel free to contact us at for further questions regarding our in-depth latest research, insights, or press inquiries.

Related Posts

Analyst Contacts:

Arushi Chawla


Pavel Naiya

Liz Lee

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.