CONSUMERS & BRANDS

Headphones: boAt users in

India

August 2022
 Global Consumer Survey Brand Report
Introduction

Report overview Global Consumer Survey methodology (1)

This report offers the reader a comprehensive Design: Online Survey, split questionnaire design
overview of boAt users in India: who they are; what
Duration: approx. 15 minutes
they like; what they think; and how to reach them. It
provides insights on their demographics, lifestyle, Language: official language(s) of each country with
opinions, and marketing touchpoints. American English offered as an alternative

Additionally, the report allows the reader to Region: 56 countries

benchmark boAt users in India (’’brand users’’) against
Number of respondents:
Indian headphone users in general (’’category users’’), • 12,000+ for countries with the extended survey
and the overall Indian onliner, labelled as ’’all (including India)
respondents’’ in the charts. • 2,000+ for the basic survey

The report is updated quarterly and is based on data Sample: Internet users, aged 18 – 64, quotas set on
from the Statista Global Consumer Survey, an gender and age
international survey that covers more than 11,500
Fieldwork:
brands across 56 countries. • Continuous from January to December
• Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Global Consumer Survey as of August 2022

CHAPTER 01

Management summary

• Brand usage

• Key insights
 With a user share of 49%, boAt is the most used headphone brand
Management summary: brand usage and competition

Top 10 most used headphone brands in India

boAt 49%

JBL 20%

Samsung 16%

Apple 14%

Sony 13%

Xiaomi/Mi 10%

Bose 9%

Philips 7%

iBall 6%

Beats 6%

4 Notes: "What brand are your personal headphones?"; Multi Pick; Base: n=3,047 headphone users

Sources: Statista Global Consumer Survey as of August 2022

 boAt users in India
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

boAt has a higher share of 18 - 29 year Similar aspects of life are important to 64% of boAt users state that they would boAt users access the internet via a
old users than other headphone boAt users and other headphone users. love to control their home via smartwatch more often than the
brands. smartphone or voice. average headphone user.
boAt users have similar interests as
There is a fairly even split of male and users of other headphone brands. 19% of boAt users are in the late On social media, boAt users interact
female boAt users. majority of innovation adopter types. with companies more often than other
Photography is a relatively popular
Unemployment and education are headphone users.
Consumers with a high income make up hobby among boAt users.
36% of boAt users. issues of particular concern to boAt 94% of boAt users watched TV in the
users. past 4 weeks.
Headphone users in general and boAt
users specifically, live in similar type of
communities.

Sources: Statista Global Consumer Survey as of August 2022

CHAPTER 02

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community

• LGBTQ+
 boAt has a higher share of 18 - 29 year old users than other headphone brands
Demographic profile: life stages

Age of consumers in India

Brand users 52% 34% 12% 2%

Category users 47% 35% 15% 2%

All respondents 50% 34% 14% 2%

18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years

7 Notes: ’’How old are you?’’; Single Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 There is a fairly even split of male and female boAt users
Demographic profile: gender

Gender of consumers in India

Brand users 61% 39%

Category users 60% 40%

All respondents 60% 40%

Male Female

8 Notes: ’’What is your gender?’’; Single Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 46% of boAt users have a bachelor degree or the equivalent
Demographic profile: education

Consumer’s level of education in India

46%
44% 42%

36%
34%
33%

10% 9% 10%
5% 5% 5%
1% 1% 2% 1% 2% 3% 3% 2% 2%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Brand users Category users All respondents

9 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 Consumers with a high income make up 36% of boAt users
Demographic profile: income

Share of consumers in India in the high, middle, and low thirds of monthly household gross income

Brand users 36% 33% 30%

Category users 39% 30% 31%

All respondents 33% 33% 33%

High Middle Low

10 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; "What brand are your personal headphones?"; Multi Pick; Base:
n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents
Sources: Statista Global Consumer Survey as of August 2022
 44% of boAt users live in a household of two or more related adults
Demographic profile: household classification

Type of households in which consumers in India live​

44%
42%
41%

25% 26%
23%

16% 17% 15%

7% 8%
6%
4% 4% 5% 3% 3% 4% 2% 2% 3%

Single household Couple Single parent Partners Multi- Two or more Other
household household and children generational related adults household types
family
Brand users Category users All respondents

11 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047
headphone users, n=24,157 all respondents
Sources: Statista Global Consumer Survey as of August 2022
 Headphone users in general and boAt users specifically, live in similar type of
communities
Demographic profile: type of community

Communities where consumers live in India

31%
30%
28% 27% 28%
26%

14% 14%
13%
11% 10% 11% 11%
10% 10% 10%
7% 7%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Brand users Category users All respondents

12 Notes: ’’In what type of community do you live?’’; Single Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 13% of boAt users consider themselves part of the LGBTQ+ community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in India

Brand users 13% 76% 11%

Category users 13% 74% 13%

All respondents 14% 72% 14%

Yes No Would rather not say

13 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents

Sources: Statista Global Consumer Survey as of August 2022

CHAPTER 03

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sports activities

• Sports followed
 Similar aspects of life are important to boAt users and other headphone users
Consumer lifestyle: life values

Most important aspects of life for consumers in India

51%
53% 52%
43% 43%
43% 43% 43% 42%

32%
31%
32% 31% 31% 27%
29% 29% 25% 23%
27%
24% 25%
23% 23%
15%
15% 15% 10%
11% 11%

To be successful An honest and A happy Learning Safety and Advancing Making my Having a Social justice Traditions
respectable life relationship new things security my career own decisions good time
Brand users Category users All respondents

15 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone
users, n=24,157 all respondents
Sources: Statista Global Consumer Survey as of August 2022
 boAt users have similar interests as users of other headphone brands
Consumer lifestyle: main interests

Top 10 interests of boAt users in India

53% 53%
52% 50% 51% 50%
49%
47% 47% 46% 46% 46% 47%
45% 46% 45% 43%
43%
42% 42%
39% 40% 40% 39% 40%
36% 37% 37%
34%
32%

Movies, Science & Health & Food & Career & Travel Sports Finance & Fashion Family &
TV shows technology fitness dining education economy & beauty parenting
& music
Brand users Category users All respondents

16 Notes: ’’What topics are you personally interested in?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=812 boAt users, n=1,524 headphone users, n=12,067 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 Photography is a relatively popular hobby among boAt users
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of boAt users in India

51%
49%
47%
45% 45% 45% 44%
42% 41%
41% 40% 39% 40% 41%
39% 38% 38%
34% 35%
33% 33% 32%
31% 32% 31% 30% 30%
27% 27% 28%

Traveling Reading Tech & Video gaming Photography Cooking Outdoor Doing sports Meditation Gardening
computers & baking activities and fitness & wellness and plants
Brand users Category users All respondents

17 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=812 boAt users, n=1,524 headphone users, n=12,067 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 A relatively large share of boAt users play soccer
Consumer lifestyle: sports activities

Top 10 sports activities of boAt users in India

64%
64%
61%

44%
44% 42% 40%
40% 32%
38%
34% 33% 33% 31% 28% 28% 29%
28% 28% 28% 27% 24%
26% 26% 25% 26%
23% 23% 22%
18%

Cricket Badminton Cycling Dancing Soccer Yoga & Basketball Fitness, Running Table Tennis
pilates aerobics & jogging
& cardio
Brand users Category users All respondents

18 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=399 boAt users, n=730 headphone users, n=12,067 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 boAt users follow similar sports leagues and competitions as users of other
headphone brands
Consumer lifestyle: sports followed

Top 10 sports followed by boAt users in India

86%
88%
84%

53% 52%
46%
37%
35% 31%
34% 32%
29% 25% 23% 23%
22% 22%
23% 25% 24% 19%
22% 22% 22% 22% 20% 21%
19% 20%
17%

Cricket Soccer Tennis Basketball American Boxing Volleyball Table tennis Cycling Motorsports
football
Brand users Category users All respondents

19 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=366 boAt users, n=651 headphone users, n=12,067 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 CHAPTER 04

Consumer attitudes

• Attitudes towards consumer electronics

• Innovation adoption

• Challenges facing the country

• Politics

20
 64% of boAt users state that they would love to control their home via
smartphone or voice
Consumer attitudes: housing & household equipment

Agreement with statements towards housing & household equipment in India

64%
61% 61% 59% 58% 58%
55% 54%
52% 51% 49%
43% 44% 43%
37%

I would love to I want the best I could not live without I buy new electronics, Electronics are a
control my home via audio and cinematic my smartphone even when my old status symbol for me
smartphone or voice experience from all model still works
my devices

Brand users Category users All respondents

21 Notes: ’’Which of these statements apply to you?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=4,024 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 19% of boAt users are in the late majority of innovation adopter types
Consumer lifestyle: innovation adoption

Innovation adopter types based on statements towards innovation by consumers in India

42%

37% 38%

25% 24%
22%
19% 19% 18%
15% 16% 16%

3% 3% 3%

Innovators Early adopters Early majority Late majority Laggards

Brand users Category users All respondents

22 Notes: Recode based on ’’Which of these statements apply to you?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 Unemployment and education are issues of particular concern to boAt users
Consumer attitudes: challenges facing the country

The 10 most important issues facing India according to boAt users

58% 57%
54%
50% 50%
49% 48%
47%
44% 42% 42%
41% 40% 41%
39%
41% 40% 40% 39% 40% 38% 40%
38% 37% 37% 36% 36%
36% 34%
31%

Unemployment Education Poverty Health and Economic Environment Crime Religious Rising prices Climate change
social security situation conflicts / inflation /
cost of living
Brand users Category users All respondents

23 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047
headphone users, n=24,157 all respondents
Sources: Statista Global Consumer Survey as of August 2022
 boAt users reflect the general political landscape
Consumer attitudes: politics

Political attitudes of consumers in India

Brand users 18% 24% 43% 14%

Category users 17% 24% 45% 14%

All respondents 18% 22% 46% 14%

Left Center Right Prefer not to answer

24 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; "What brand are your personal
headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents
Sources: Statista Global Consumer Survey as of August 2022
CHAPTER 05

Marketing touchpoints

• Internet usage by device

• Social media usage

• Media usage

• Digital advertising touchpoints

• Non-digital advertising touchpoints

 boAt users access the internet via a smartwatch more often than the average
headphone user
Marketing touchpoints: internet usage by device

Devices consumers in India use regularly to access the internet

96%
97% 95%

67% 64%
62% 60%
57% 57% 56%
53% 51%
49% 46% 46% 45% 44% 42%
39% 39%
35% 35% 32% 30%
29% 28%
28% 28%
25% 24%

Smartphone Smart TV Regular laptop Desktop PC Smartwatch Tablet Smart speakers Laptop with Gaming console Streaming
touch screen device
Brand users Category users All respondents

26 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 On social media, boAt users interact with companies more often than other
headphone users
Marketing touchpoints: social media usage

Social media activities in India by type​

67%
63% 62%
60% 59% 59% 58%
57% 56% 58% 58%
52% 52% 53%
49% 49% 47%
47% 46% 46% 45%
42% 40% 42% 39%
39%
36%
33% 31%
28%

6% 6% 7%
1% 1% 2%

Followed Sent private Posted Commented Liked posts Liked Posted texts Shared Followed Shared I have used I haven’t used
people messages pictures on posts by other company / status posts by companies company social media social media
/ videos users posts updates other users posts only passively
Brand users Category users All respondents

27 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all
respondents
Sources: Statista Global Consumer Survey as of August 2022
 94% of boAt users watched TV in the past 4 weeks
Marketing touchpoints: traditional media usage

Type of media consumers in India have been using in the past 4 weeks
94% 92%
88%

78% 77%
72%
65%
62%
56%
53% 53%
48%

36% 37%
34%

TV Newspapers Movies / cinema Magazines Radio

Brand users Category users All respondents

28 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=1,507 boAt users, n=3,047 headphone users, n=24,157 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 boAt users remember seeing ads on search engines more often than the
average onliner
Marketing touchpoints: digital advertising touchpoints

Top 10 places where boAt users in India have come across digital advertising in the past 4 weeks

57% 57% 54%

54%
51% 50% 51%
48% 48% 47% 47% 46%
42%
40% 42% 43% 41% 42%
40%
38% 37% 37%
35% 34% 33%
31%
28% 28% 29%
24%

Social media Video portals Search engines Online stores Video streaming Other apps Websites Video games Music portals Editorial
services and apps websites
of brands and apps
Brand users Category users All respondents

29 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=812 boAt users, n=1,524 headphone users, n=12,067 all respondents

Sources: Statista Global Consumer Survey as of August 2022

 Non-digital advertising touchpoints of boAt users are similar to those of all
headphone users
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in India have come across non-digital advertising in the past 4 weeks

58% 58%
53%
48% 48%
43%
41% 42%
38% 38% 36% 38% 38%
32% 33% 34% 33% 32% 32%
29%
27%
23% 23%
21%

On TV In printed Directly in In the movies On advertising In printed By mailshot / On the

daily the store /cinema spaces magazines advertising radio
newspapers on the go and journals mail
Brand users Category users All respondents

30 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; "What brand are your personal headphones?"; Multi Pick; Base: n=812 boAt users, n=1,524 headphone users, n=12,067 all
respondents
Sources: Statista Global Consumer Survey as of August 2022
 GLOBAL CONSUMER SURVEY 2022

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consumers
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31
 Jack Spearman Jan Gewiese Stefan Rau Melvin Liesen
Senior Research Manager Senior Research Manager Research Manager Junior Research Manager

j.spearman@statista.com j.gewiese@statista.com s.rau@statista.com m.liesen@statista.com

Jack Spearman studied Sociology at Jan Gewiese has degrees in Economics (B.Sc.) Stefan Rau studied Economics (B.Sc.) at the Melvin Liesen studied Socioeconomics at
Kingston University, UK. After graduating, he from the University of Hohenheim and Ludwigs-Maximilian-University in Munich the University of Hamburg. During his
worked at TNS and Ipsos Mori in project Business Administration (M.Sc.) from the and Public and Nonprofit Studies (M.Sc.) at studies he worked at FOM University of
management and market research roles for University of Hamburg. He interned at the the University of Hamburg. During his Applied Sciences for Economics and
over 7 years. Moving to Hamburg in 2016 he Hamburg Center for Health Economics and studies, he interned at TNS Infratest.​ Management. ​
worked as a Patient Insight Manager, where Mercedes-Benz USA.
At Statista he is responsible for report and In his full-time role at Statista, he is
he helped lead the development of the
At Statista he is responsible for designing process automation. His area of expertise is responsible for brand research as well as
company's online survey offer.
consumer studies, product automation, and data analysis using Python and SPSS. report and process automation.
Now at Statista, he is responsible for brand research.
reporting and conducting in-depth surveys.

32
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