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India TWS Consumer Study: November 2021

Dec 7, 2021 | Author : Arushi Chawla


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.

India saw TWS sales of 7.9 million units in Q3 2021, with the country starting to recover from COVID-19 restrictions. Consumer Lens from Counterpoint Research conducted a study on the India TWS market to better understand the consumer behind the growing TWS market. The report focuses on the current as well as future preferences of the India TWS users. Besides, it covers the acceptance and future scope for Active Noise Cancellation and TWS design preference in the market.

Table of Contents:

  • Executive Summary and Introduction
  • Current TWS Trends
    • Current smartphone vs TWS brand comparison
    • Key buying factors
    • Last purchase
    • Past spending
    • Mode of purchase
  • TWS Usage
    • Duration of usage
    • Place of use
    • Smart device connectivity
    • Smart voice assistant
    • Other hearable devices
  • TWS User experience at feature level:
    • Satisfaction
    • Dissatisfaction
    • Challenges
  • Active Noise Cancellation
    • Awareness
    • Usage
    • Experience
    • Preference
  • Outlook
    • Future purchase intention
    • Hearable type preference
    • Current vs future comparison
  • Health and fitness feature:
    • Preference
    • Top preferred features
    • Spending preference
  • Appendix:
    • Demographic information
    • Methodology

Number of Pages: 39

Publication Date: December 2021 


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