Noise-Canceling, Hearing Enhancement to Drive True Wireless Use, Says Futuresource

True wireless is “rapidly cannibalizing other in-ear form factors,” especially in low- and mid-price segments, reported Futuresource Friday. True wireless is “here to stay” and is projected to comprise two-thirds of in-ear headphone market value in four years, it said. The headphone subcategory had 223 percent year-on-year unit growth and 188 percent revenue growth in Q1 amid “fierce competition,” said the research firm, and “the race is on” for manufacturers to deliver smaller form factors that still deliver features including waterproofing, noise canceling, no wires and voice, with “decent audio quality.” Apple’s market share in the segment exceeded 80 percent last year, but more brands are now releasing true wireless models, leading to “inevitable erosion” of the AirPods’ share, it said. Improvements in battery life will help adoption and enable vendors to incorporate more features such as active noise canceling and wake word technology, it said. Sony is offering noise canceling in true wireless earphones, Amazon is reportedly planning a true wireless model this year, and Google and Microsoft are expected to enter the market to extend the reach of their voice assistants, said Futuresource. Outside of traditional music uses, the researcher sees an uptake in true wireless headphones among users with hearing loss. Ninety percent of people with impaired hearing don't own a hearing aid, it said, expecting many of those with mildly impaired hearing to take to true wireless products to enhance their hearing and avoid the “stigma and costs” of wearing traditional hearing aids.