Market Trend

Bone conduction headphones were anticipated to have a market value of US dollars 224.3 million in 2020 and a CAGR of 20.4% to reach US dollars 985.3 million by 2028. Sound passes through the skull’s bones and into the inner ear through a process known as bone conduction. Bone conduction headphones allow people to hear the sound by using the natural vibrations of their bones, including their cheekbones, jaw, and skull. Therefore, the gadget sits near the ears as opposed to traditional headphones.

The eardrum is considered to be bypassed by sound, allowing implants or hearing aids to fill the eardrum’s function. Soundwave decoding serves as the foundation of its mechanism. It breaks down the sound waves into vibrations that flow through the bones instead of the eardrum.
As a result, the main benefit of this gadget is that it allows for simultaneous music and ambient noise listening. Several products are accessible, and the market keeps growing.

Demand for these headphones increases for several reasons, including extended battery life and water resistance. These headphones have a larger market to target since they are recognized to be compliant with medical and military criteria. One of the things that people like most about these headphones is how versatile they are.

Individual listeners who would not otherwise be able to hear are provided with a feeling of listening thanks to bone-conduction headphones. Due to the increased need for stress-free communication tools, the market for bone conduction is expanding.

Additionally, rising disposable income encourages consumers to spend more money on opulent items.
Consequently, as wealth increases, so makes the demand for bone-conduction headphones. Comparatively speaking, bone-conduction headphones cost more than regular headphones.

Due to their high price, bone-conduction headphones may see slower market growth.

Since they put pressure on the skin, using these headphones all the time could permanently damage the skin. Various studies have also shown that it cancause a lot of pain. These problems seem like they could be market restraints. But if these headphones are used correctly, they could help a lot of people. Even now, many people still like these headphones because they’re more comfortable.

However, it is anticipated that several significant businesses will invest in these economies to establish manufacturing facilities due to the expanding GDP of emerging nations. Low labor costs and other variables that cut production costs will result in cheaper pricing for electronic goods and a steady supply from these markets, causing the industry to develop exponentially.

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Regional Analysis

According to businessresearchinsights.com, North America dominates the market. It has the highest market share and produces substantial revenue. Asia Pacific has the second-largest market share after North America. More than a quarter of the market is manufactured in North America.
There are several reasons for the growth of this industry. The region’s industrialization and technical development are the most significant factors. Asia Pacific has become one of the top markets due to the considerable investments made by the major companies.

Google trends graph on interest over the region for the keyword “Bone conduction headphones”

Through this graph, we can see the search proportion of all queries of bone conduction headphones over the past 12 months. Singapore has the highest search volume for the keyword, New Zealand comes in second, and Australia comes in third. Because of the relative positions of New Zealand and Australia, it’s clear that Oceania also has a strong interest in Bone conduction headphones. Bone conduction headphones are half as popular in Ireland and the UK compared to Singapore.

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Market Dynamics

Market Drivers

Increased Hearing Disorder Cases to Boost Market Growth

After the pandemic, the bone conduction headphones market has recently seen rapid development and expansion. Several factors have contributed to this growth. The main contributing element is the recent increase in the incidence of hearing problems. Global demand for these headphones has lately increased.
Due to the safety mechanism they use to transmit sound, these headphones are ideal for people with hearing impairments. They primarily focus on the vibration-transmission tool. The soundwaves are changed into vibrations, which travel through the eardrums. People have the option of simultaneously listening to music and background noise. This is one of the elements boosting demand for bone-conduction headphones.

Superior Bone Conduction Headphones Features to Drive Market Growth

Superior qualities are present in bone-conduction headphones. These characteristics are the main propellers of market expansion. The batteries in these headphones last a very long time. These headphones are water resistant as well. Due to the increasing need for BAHAs, the market is also developing (Bone Anchored Hearing Aids). In the years to come, the industry will likely have tremendous growth potential for all of these reasons.

Market Restraints

Discomfort Caused by Bone Conduction Headphones to Decrease the Market

These headphones are quite useful and have a variety of functions. However, using these headphones for an extended period of time could be uncomfortable. This is thought to be a major. These headphones are noted to exert a lot of pressure on the skin, and the pain they create is an obstacle to market expansion. This can cause a variety of skin irritations and problems.
Another key problem for this business is the increasing competition in e-commerce. This can make it difficult for the item to be sold commercially.

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Recent Development

Recent studies have led to the use of BC technology in the creation of hearing aids, military communication technology that enables soldiers to maintain a high level of awareness of their surroundings, particularly in combat zones that are extremely loud and chaotic. BC technology is also used in the athletic community as a safer music-listening device for runners.

In hearing aid technology, bone conduction is used in cochlear devices like the Bonebridge implant and the ADHEAR cochlear device. The Bonebridge implant changes external audio signals into impulse signals sent to the implant and attached to the inside of the temporal bone. The implant then sends the vibrations to the inner ear. This method only works when the cochlea functions normally and is not a contributing factor to hearing loss. As a result, it cannot treat all types of hearing loss (Bone Conduction Hearing Devices).

The first large-scale use of this technology was in the United States Armed Forces. The Army has been continually studying the technology to create specialized headsets for its soldiers. The Army’s soldiers use Invisio headphones as a form of two-way field communication (Tactical Communication and Hearing Protection Systems). Each of their troops is now equipped with the equipment necessary to receive voice instructions, maintain constant contact, and be aware of their surroundings:

Even while transmitting, there is continuous, unhindered hear-through in both ears, keeping radio communication and hear-through distinct. In-ear and over-ear hearing protection, lightweight patrol headsets, and 20 meters of submersible headsets are all available from INVISIO. The hearing protection offered is the best in its field and provides cutting-edge situational awareness. (Systems for Tactical Communication and Hearing Protection)

To enable a runner to listen to music while also being aware of the ambient noises around them, fitness and sports firms like Audio Bone, launched in 2008, and Aftershokz, founded in 2011, have also used BC technology (Smith, 2017).

This technology has proven useful for scuba divers to communicate when deep water diving. The diver wears Logosease, an underwater wireless gadget made by Casio, on their mask. Even though the user still has the air regulator in their mouth, these gadgets translate the speech in real-time via the bones. These gadgets have a reception range of up to 100 meters underwater and a maximum depth of 50 meters (Product Specification 2019). Communicating with a partner is crucial for both divers’ underwater safety.

The glass portion of Google Glass that rests just behind people’s ears on the temporal bone also incorporates bone conduction technology as a bone conduction transducer (Audio, 2020). Manufacturing companies like GE, AGCO, DHL Logistics, and Sutter Health mostly utilize these gadgets to facilitate work for their employees. For instance, AGCO utilizes them to provide a platform for its employees to see their bespoke creations and safety checks for those projects using Google Glass.

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Customer Analysis

Customers that prefer bone-conduction headphones support the technology since it is safe and advantageous for those with hearing impairments.

Regarding the former, attention to people’s surroundings while exercising outside is important, particularly for runners. Since they do not seal off or even come into touch with the ear canal, people may hear other pedestrians approaching cars and any other potential risks.

Two ways drivers may listen to audiobooks while driving are conventional air-conduction speakers or bone-conduction headphones. Bone-conduction headphones are positioned on the upper jawbone behind the ear, as opposed to the outer ear, like conventional in-ear (kernel or open) headphones. The cochlea receives the vibration straight after passing through the bone. Bone-conduction headphones enable users to listen to audio material while still hearing outside noises since they also open the ear canals.

Furthermore, bone-conduction headphones are a good option if one can use hearing aids or have hearing loss. Bone-conduction headphones eliminate this issue, but traditional earbuds and headphones may conceal or jostle hearing aids.

Additionally, the stereo sound that is not audible with conventional in-ears may be helpful to listeners who are deaf in one ear. Some listeners may experience hearing using bone-conduction headphones that they would not otherwise be able to.

Even though audiophiles are unlikely to endorse bone-conduction headphones anytime soon, they are helpful for those with hearing loss. To categorically describe the technology as a gimmick would be to oversimplify it and its various uses. To claim that they are the best innovation since the TRRS plug is a significant overstatement. If one can hear unimpaired, several great wirelesses and true wireless earbuds provide better audio quality. For people with hearing loss, bone-conduction headphones are a great option. 

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Competitive Analysis by product

1. SHOKZ OPEN RUN PRO – Keyword search volume – (Selected North American Countries)

Google trend graph:

Interest Over Region

2. SHOKZ OPEN SWIM Keyword search volume – (Selected North American Countries)

Google trend graph:

Interest Over Region

3. SHOKZ OPEN RUN Keyword search volume – (Selected North American Countries)

Google trend graph:

Interest Over Region

4. YOUTHWHISPER Keyword search volume – (Selected North American Countries)

Google trend graph:

Interest Over Region:

5. Acreo Openbuds Keyword search volume – (Selected North American Countries)

Google trend graph:

Interest Over Region

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Key Players

• Shokz
• Youthwhispher
• Bose
• Zygo
• Mojawa

Competitive Analysis by Market Cap

1. Shokz

Revenue :	$5 million
Employees :	77
Founded :	2011
Headquarters :	East Syracuse, New York, United States

Shokz is a company that produces headphones that use bone conduction technology. They are perfect for jogging or cycling since they let the user listen to music without drowning out background sounds. Shokz offers a variety of devices, from entry-level versions to more sophisticated ones with features like noise canceling. Customers may create their headphones using the company’s customization service.

Bone Conduction Products of Shokz

• SHOKZ OPEN RUN PRO
• OPEN RUN
• OPEN COMM UC
• OPEN MOVE
• OPEN SWIM

SWOT

Strength

• Shokz headphones are designed to be secure and comfy during strenuous exercise.
• Headphones may be worn in any weather since they are sweat-resistant.
• Shokz has several different headphone types available to fit any demand or price range.

Weakness

• They are not as durable as some other brands.
• It doesn’t have as nice of sound quality as some other brands.
• They might be pricey.

Opportunities

• There is much potential for growth for Shokz as the company has a unique product and is already starting to gain traction in the market.
• With Shokz goods, there is potential to broaden the product range and enter new markets.
• The business might use its active social media presence to expand the reach and popularity of its brand.
• Shokz could partner with other companies to cross-promote its products and reach a larger audience.
• There is potential to grow Shokz through online channels such as e-commerce and online marketing.

Threats

• Shokz may face intense competition from other companies in the wireless headphone market.
• The company may need help to keep up with customer demand, leading to dissatisfied customers.
• Shokz may have difficulty protecting its intellectual property from copying by competitors.
• The company’s products may be subject to safety recalls if they are found to be defective.
• Shokz may need help to expand its business successfully into new markets.

2. Youthwhisper:

Revenue :	–
Employees :	–
Founded :	–
Headquarters :	6300 Hermosa Dr, Plano, TX 75024, United States of America

Youthwhisper is a new company focusing on bone conduction technology. The firm sells a range of audio equipment that uses this technology, including headphones, earbuds, and other devices. The organization wants to assist individuals in developing their hearing and communication skills

Bone conduction headphones of YouthWhisper

• YouthWhisper SuperQ3
• YouthWhisper Bluetooth Bone Conduction Headphones with Mic, Titanium Lightweight, Open-Ear Wireless Sweatproof for Running Hiking(Black)-Lite
• YouthWhisper Bluetooth Bone Conduction Headphones with Mic, Titanium Lightweight, Open-Ear Wireless Sweatproof for Running Hiking(Green)-Lite
• YouthWhisper Bone Conduction Headphones Bluetooth with Mic, Comfort-fit Wireless Computer Headphones, Open-Ear for Running Hiking Home Office Education Conference Call Online Class(Green)-Pro
• YouthWhisper Bone Conduction Headphones Bluetooth with Mic, Wireless Computer Headset, Comfort-fit Lightweight with Rotatable Flexible Mic for Office Home Commercial Business Education (White)-Pro
• YouthWhisper Bone Conduction Headphones Bluetooth with Noise-Cancelling Mic, Wireless Headset, Open-Ear Earbuds for Home Office Education Conference Calls Online Teaching/Learning

SWOT

Strength

• All vital functionality, such as Bluetooth streaming and phone calls, are included in their devices.
• Comparatively more affordable swimming headphones

Weakness

• Not true bone conduction headphones
• Durability issues
• Audio quality issues
• Design issues
• Overall digital presence is very lacking

Opportunities

• Improving product quality
• Keeping a better online presence
• Investing more in advertisements to drive more traction

Threats

• Growing challengers in the social media space
• The emergence of new and innovative products
• Need to keep up with changing user behavior

3. BOSE

Revenue	3.2 billion USD
Employees	7,000 (FY 2021)
Founded	1964
Headquarters	Framingham, Massachusetts

Bose Corporation is an American manufacturing firm specializing in audio equipment that was established in 1964 by Dr. Amar G. Bose. The business is primarily recognized for its professional audio goods, car sound systems, residential audio, and speakers. Bose has been a pioneer in the audio sector, developing goods that include excellent sound and stylish aesthetics.
Bose now provides a broad selection of audio equipment for both home and business usage. The company’s product portfolio includes earbuds and headphones to soundbars and multi-room audio systems. The famous QuietComfort headphone line from Bose, a pioneer in noise-canceling technology, benefits from this knowledge.
Bose has added smart speakers and home automation solutions to its product lineup. The company’s goods are offered for sale both online and in physical stores all around the world.

Bone conduction headphones of bose

• Bose Sports Open Earbuds
• Bose QuietComfort Earbuds II

SWOT

Strength

• Light and comfortable to wear for long periods
• Good sound quality
• EQ settings that may be fully customized using the Bose Music app
• The IPX4 rating means they can handle sweat and light rain
• The auto-off feature helps conserve battery life when not in use

Weakness

• Connectivity issues
• High price
• Audio crackling at times due to environmental conditions

Opportunities

• There is a great opportunity for Bose to continue to grow its market share in the premium audio market.
• Bose has a solid basis for future development because of its brand recognition and devoted client base.
• There are opportunities for Bose to expand its product line and add new features and functionality to its existing products.
• Bose has a strong international presence and opportunities for further expansion in established and emerging markets.
• There is a growing trend for consumers to purchase premium audio products, and Bose is well-positioned to capitalize on this trend.

Threats

• Rising competition
• Economic instability

4. Zygo

Seed Funding	US$ 2.5M
Employees	5
Founded	2017
Headquarters	Los Angeles, California, United States

Zygo is a fitness technology startup that employs wireless headgear for live teaching and underwater streaming audio.

Bone conduction headphones of Zygo

• Zygo Solo

SWOT

Strength

• Streams content underwater
• The app includes coaching tips and workouts
• Easy to set up
• Good quality audio
• FM transmitter also works as a walkie-talkie

Weakness

• Requires a lot of gear poolside
• Works best with earplugs
• The headset has no playback buttons
• The charging case has no battery
• Low brand reach

Opportunities

• Build better brand reach
• Invest more in targeted marketing

Threats

• Expensive products
• Need to keep up with changing user behavior

5. Mojawa

Seed Funding	–
Employees	–
Founded	2020
Headquarters	Wuzhong District, Suzhou, Jiangsu, China

With an emphasis on product R&D, the mission of Mojawa, which was established in 2020, is to provide clients with the greatest possible product experience. The founders have extensive knowledge of electroacoustic technology and products and have been actively engaged in the electroacoustic sector for many years. The electromagnetic vibration technology is the foundation for the parent business, Thor. Through various electromagnetic modules and system designs, it offers a rich perceptual experience. To provide a better user experience, the product team performs product development and design improvements multiple times.

Bone conduction headphones of Mojawa

• Mojo1
• Mojo2

SWOT

Strength

• Good bass levels
• Weatherproof design
• Eight-hour battery life
• Reflective detailing on neckband

Weakness

• Larger transducers than rivals
• Occasional vibration while using headphones
• Uses proprietary charging cable
• Weak magnet on charging cable
• Little to no social presence outside of china

Opportunities

• Building branches outside China
• Building a good social presence
• Running campaigns

Threats

• Current political environment
• Crashing Chinese economy

Future Development

https://www.researchgate.net/publication/338585652_The_Inclusion_of_Bone-Conduction_Headphones_in_Theatre_and_Sound_Design

The investigation into bone conduction headphones and binaural recordings utilized in theatrical contexts is continued in this publication. For different theater and sound designs, the project aims to measure and categorize the usage of bone-conduction headphones in surprising applications. This will be accomplished by studying the history of bone-conduction technology, its prevalent use today, and a demonstration of contemporary theater and sound design applications where bone-conduction technology may improve safety and open up new performance possibilities.

https://www.researchgate.net/publication/230727743_Effectiveness_of_Advanced_Bone_Conduction_Earphones_for_People_Who_Enjoy_Outdoor_Activities
The usefulness of advanced bone conduction earphones (BCE) for persons who like outdoor activities is shown in this research about the degree of amusement and situational awareness (SA). Participants were asked to walk on an indoor track and a treadmill while listening to music using advanced BCE, kernel-type earbuds, open-type earphones, or no music to perform experiments to measure the degree of amusement and the SA from both objective and subjective views. The test on the indoor track revealed that there was no difference in their walking speed under any of the circumstances. Subjectively, the BCE provided the same amount of amusement as traditional earphones and a better level of sound isolation. Objectively, BCE provided a better SA degree than traditional earbuds. These evaluations demonstrate that wearing cutting-edge BCE may be a viable alternative for people who love outdoor activities to satisfy their pleasure and safety needs.

https://www.researchgate.net/publication/228859641_Evaluation_of_Bone-Conduction_Headsets_for_Use_in_Multitalker_Communication_Environments

This study demonstrates that a dichotic speech perception task may be performed with little interaural isolation using stereo bone conduction headsets. The findings imply that bone-conduction headsets can reliably separate space, but they presumably could not be utilized to lateralize signals to very left- or apparent right-of-center places.

https://www.researchgate.net/publication/319143500_Bone_conduction_communication_Research_progress_and_directions/link/5994b142aca272ec90880157/download

This paper is a follow-up to earlier work by the US Army Research Laboratory (ARL), which summarized the bone conduction research done up to 2007 and laid the groundwork for further research projects. Since then, several further studies on bone conduction communication research have been carried out to examine the many aspects of bone conduction communication systems—both externally and via ARL. The nature of bone conduction, hearing and speech perception, bone conduction psychophysics, and bone conduction technology have all advanced in knowledge. Most of the world’s bone conduction devices have been created outside of the United States, but because of their commercial, trade, and military uses, cutting-edge bone conduction systems and bone conduction literature are not readily accessible. Open literature and professional journals continue to lack information about bone conduction.

Additionally, information concerning the capabilities and physiological underpinnings of bone conduction communication accessible in popular media venues (such as TV, the Internet, and trade publications) is often not subject to scientific review and results in inaccuracies. The most recent developments in military-relevant bone conduction communication technology are covered in detail in this study. The paper also includes a list of bone conduction devices currently on the market and images and summaries of their essential features.

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4303401/

The variety of bone-conduction devices (BCDs) for treating hearing loss is expanding. All BCDs presently on the market or in clinical trials will be categorized and explained in this study based on their guiding principles. Skin-drive devices are BCDs that vibrate the bone via the skin.” They may be further subdivided into passive transcutaneous devices with implanted magnets and conventional devices connected, for example, with soft bands. They may also be classified as active transcutaneous and percutaneous devices, using implanted transducers to activate bone directly under the skin. Direct-drive BCDs are those that stimulate the bone directly. The bone-anchored hearing aid sometimes referred to as a percutaneous direct-drive device (BCD), now holds the majority of the market. More direct-drive and skin-drive transcutaneous solutions are being developed, partly due to issues with the percutaneous implant and partly to aesthetic reasons. Transcutaneous BCD development is complicated by issues with power, attachment, invasiveness, and compatibility with magnetic resonance imaging. The authors predict that transcutaneous methods will gain market share, particularly for patients with bone-conduction thresholds better than 35 dB HL. At the same time, the current percutaneous direct-drive BCD will be kept as a significant rehabilitation option (hearing level). At the same time, the current percutaneous direct-drive BCD will be kept as an effective rehabilitation option (hearing level). Additionally, the most promising systems are the active transcutaneous direct-drive BCDs; nevertheless, additional in-depth clinical research is required to determine more specific inclusion criteria and possible advantages and disadvantages.

The capacity of healthcare professionals to simultaneously listen to the patient, check for bedside alarms, and interact with coworkers within and outside the negative pressure room is the main advantage of bone conduction headsets. Once linked, these gadgets do not interfere with personal protective equipment or need more adjustments. Additionally, speech clarity and patient privacy may be enhanced using a secure phone connection rather than radio frequencies.

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Insights and Conclusions

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