Don't be so quick to write off Sony's high-definition Walkman or Neil Young's PonoMusic platform as audiophile fads, because new research shows over 50 per cent of music shoppers are intrigued by high-resolution audio (HRA).
The study, by the Consumer Technology Association (CTA) -- the new name for the Consumer Electronics Association -- polled the purchasing intentions, thoughts and feelings of audio technology consumers in the US.
As with any representative study of music technology buying trends, it found that headphones are head and shoulders above any other device: 69 per cent of those polled said they'd bought a set recently. For some perspective, the next most popular purchase -- portable speakers -- was only cited by 9 per cent of consumers.
However, the study also finds that 53 per cent of people that had made some form of musical purchase over the past year are genuinely interested in HRA, a group of digital formats that offers greater sound quality and detail than a CD recording, and a growing number of companies, from Sony and Pioneer to streaming services like Tidal, have started offering HRA-compatible products and services.
Perhaps unsurprisingly, those consumers who identify themselves as audiophiles or music enthusiasts have their interest piqued the most, especially as, in theory at least, HRA promises a better audio experience.
The CTA also found that this interest or excitement can be dented when potential HRA converts realize they may need to overhaul their existing audio set-up to truly benefit.
"The audio market is one of the most rapidly evolving and intricate markets for manufacturers and retailers to identify consumer trends," said Chris Ely, senior manager, industry analysis, Consumer Technology Association. "Our study identifies several key factors that are involved in consumers' purchasing process and offers a unique perspective into the different mindsets of different audio product consumers."
The research found that 68 per cent of purchases are planned, not spontaneous, and that consumers fall into two categories: need and desire. Those who buy based on desire are looking to upgrade their total audio experience. They place a premium on quality and on brand strength. However, those shopping because of a need are usually looking to replace an old device or to supplement existing equipment -- such as adding an extra wireless speaker to a home network or a soundbar to the TV set.
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