The headphone market is exploding, growing 79% in 2011 to $2 billion. More headphones are priced over $100, driven by portable hi-tech devices. The industry is growing in the high teens at retail, and premium headphone users now own an average of 2.3 pairs. Teens and those under 24 are becoming a major share of buyers as they appreciate high quality audio on devices like the iPod and create new opportunities for the industry. The target market is the "Z-Generation" who are constantly connected to digital devices and most access the internet via computer.

1. It will only continue to grow Phil cohn, Denon
2billion, up 79% from last year
Price above $100 more than doubled
NPD, 2011
Headphone
market is
Exploding now

2. Driven by hi-tech portable devices Eric Stubbert, Sennheiser
Headphones increasingly are becoming
fashion statements Doug Henderson, B&W
Premium headphone user owns 2.3 pairs of
high-end headphones NPD
Industry is on the noise-canceling aspect Phil cohn, Denon
Industry is growing in high teens at retail Jhon Koss, Koss
Selling point is
rapidly changed

3. We never got a lot of the teens, but all of a
sudden that trend is starting to pick up Park Avenue Audio
People under 24 are a huge share of buyers. It’s
a new market to high quality audio Ben Arnold, NPD
Just starting their appreciation for music with
iPod. It creates another opportunity Craig , Definitive Audio
High teens is the Key
They are Z-
Generation

4. Our target is Z-Generation

5. Z-Gene is
CONSTANTLY CONNECTED
EMOTIONALLY ATTACHED TO DIGITAL DEVICES
INTERNET ACCESS MOSTLY VIA COMPUTER
LEGALLY OR NOT, FACEBOOK’S THE PLACE TO BE
CONSTANTLY CHATTING, OFTEN ONLINE
MORE AT EASE SOCIALIZING ONLINE THAN OFFLINE
SPENDERS FIRST, SAVERS SECOND
SENSITIVE TO FAMILY’S FINANCIAL SITUATION
From JWT, 2012

6. Our
Sound quality
target
Position
Brand identity Tech
Here
Digital Emotion
beyond tech
Design
By Sean Lee, 2012