User Survey: Apple Will Continue to Dominate Germany TWS Market

  • More than 40% of the current TWS users plan for a next TWS purchase in a year or less.
  • 71% of the TWS users again plan to opt for a TWS for their next hearable purchase.
  • JBL among the top three TWS brands preferred for future purchase, along with Apple and Samsung.

London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – March 4, 2021

Apple will continue to dominate Germany’s TWS (True Wireless Stereo) market with 72% of the respondents in a Counterpoint Research Consumer Lens user survey preferring the brand for their next purchase, followed by Samsung and JBL. Besides, the survey, conducted in early 2021, reveals that more than 40% of the current TWS users in Germany plan for the next TWS purchase in a year or less. Based on the respondents’ price preference for their future purchase, the ASP (average selling price) will increase, with the €101-€200 price band having a stronger grip.

Commenting on the study’s overview, Research Analyst Arushi Chawla said, With speedy digitization and expanding online content, hearable devices hold greater importance in today’s world. This has translated into new products and features in the hearables segment. TWS is one of the latest additions here, and its popularity is growing swiftly. According to Counterpoint’s TWS Tracker, Germany saw sales of 1.3 million TWS units in Q3 2020 as the country started to recover from COVID-19 restrictions. In the latest Consumer Lens study, we attempt to deep-drive into the reasons for the strengthening German TWS market by understanding the consumer persona, current choices and future preferences of TWS device users. We also try to ascertain the popularity of TWS earbud features like Active Voice Assistant and Active Noise Cancellation.”

Discussing the study findings, Chawla added, “It is interesting to note that with an overall ‘very satisfactory’ to ‘satisfactory’ experience, more than 70% of current TWS users plan for the same hearables type, i.e., TWS, for their next purchase. Besides, more than 40% of the respondents using TWS look forward to the purchase in a year or less. One of the major reasons behind this is to have a spare hearable device. This indicates growing dependence on hearables for various activities.”

Key Insights from Germany TWS Consumer Study

Counterpoint Germany TWS Consumer Study_Dashboard

Source: Germany TWS Consumer Study, Counterpoint Research

Discussing brand preference, Senior Analyst Pavel Naiya said, “Apple will retain its throne in the coming times with an even stronger user base. According to the survey, key buying factors for Apple TWS users were sound quality, brand name and appearance. Furthermore, the pre-existence of a massive market share of iPhone users in Germany holds an undeniable influence on the TWS brand preference. Somewhat similar is the case with Samsung, the brand at the second spot.

Naiya added, “As the market is maturing, and the consumer is looking to have more than one TWS device, there is scope for new brands to capture market share. With TWS reaching the affordable segment, value-for-money aspects like price and battery life are now more important, translating into opportunities for more brands in different price segments.”

The study was successful in understanding the exponentially flourishing TWS market of Germany. It throws light on how factors like COVID-19, changing user preferences and stronger approach by OEMs have contributed towards the swift expansion of the TWS market. For the full report, click here.


The study was conducted in Germany using an online survey panel of a heterogeneous group of TWS users. Localization of the questionnaire was done for seamless interaction with the target group, as the majority of Germany’s population is composed of non-native English speakers. A total sample of 600 respondents was collected using the quota sampling methodology for better representation of the universe as per the current TWS brand share in the market. We expect the results to have a statistical precision of +/- 4%.


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Pavel Naiya

Arushi Chawla

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