In February 2023, Xperi worked with Opinium Research to conduct a survey of 2,000 United States consumers and 2,000 United Kingdom consumers to determine the importance of sound quality and use of technology which would allow consumers to create extraordinary experiences in their home. The results are telling as many look to advance their sound technology solutions to fit their specific entertainment needs.
Three in five say sound quality is extremely important when watching TV
Among U.S. TV owners, three in five (59%) say sound quality is extremely important to their viewing experience. A third (34%) say sound quality is somewhat important, and only 6% say sound quality is not at all important. Viewers ranked sound quality higher than display or screen size, resolution, or smart TV capabilities when it comes to their viewing (& listening) experience.
Results were similar in the UK where nine in ten (92%) ranked sound quality as either extremely (47%) or somewhat (45%) important. Only 8% ranked sound quality as not important. Sound quality also ranked as the most important factor when it comes to viewing experience in the UK.
Two in five would definitely consider purchasing a soundbar to enhance their audio experience
Sound quality is such a priority for audiences that it influences their purchasing decisions. Two in five (39%) Americans would either definitely consider purchasing a soundbar (29%) or are already planning to do so (10%). Only one in five (18%) would not consider purchasing one.
The UK audience is slightly less likely to consider purchasing a soundbar. In the UK, a quarter (25%) would definitely consider purchasing a soundbar or already have plans to do so, but a similar proportion of Brits (26%) would not considerpurchasing one.
Gen Z and Millennials more interested in soundbars
Younger generations are more likely to purchase a soundbar than their older counterparts. Among Americans, over half of Gen Z (55%) and Millennials (54%) would definitelyconsider purchasing a soundbar or are already planning to do so. In comparison, 40% of Gen X, 22% of Boomers and only 11% of the Silent Generation would do the same. Similarly in the UK, Gen Z (37%) and Millennials (39%) are the most likely to definitely consider purchasing a soundbar or already have plans to do so.
Younger generations value interconnected home audio solutions
In both the U.S. and UK, younger generations are more likely to value an interconnected audio solution. Among Americans, an interconnected audio solution is most important to Gen Z (64%) and Millennials (70%). In comparison, a little over half of Gen X (56%), a third of Boomers (34%) and 13% of the Silent Generation ranked this as important. We witnessed this same generational trend in the UK.
A quarter of U.S. and UK adults own a soundbar
A quarter of Americans (26%) and Brits (24%) own a soundbar. When it comes to audio accessories, Americans are more likely to own a Smart TV (64%), a wireless speaker(s) (31%), or a smart speaker (29%) than they are a soundbar. UK consumers are also more likely to own a Smart TV (63%), smart speaker (35%), or a wireless speaker(s) (25%).
In the U.S. and UK, soundbar ownership increases among those who watch TV more often. In the U.S., three in ten (30%) who watch TV very often own a soundbar, compared to two in five (21%) who rarely watch TV. In the UK, a quarter (26%) who watch TV very often own a soundbar; one in five (18%) who rarely watch TV own one.
In the U.S., higher earners and homeowners are more likely to own a soundbar
In the U.S., those with higher household incomes and homeowners are more likely to own a soundbar. Soundbar ownership rates climb steadily with income, with 45% of those earning $150,000+ owning a soundbar, compared to 18% of those earning $34,999 or less.
For more information about Xperi’s sound technology, see DTS.com.