In 2024, CTA published Home Audio Market: A Customer’s Journey, which examined the key motivators and touchpoints driving the purchase of home audio products, such as soundbars and home theater audio systems, among recent U.S. adult buyers.
This 2025 research study expands upon the former to understand the non-buyers and non-owners of the home audio market, exploring their reasons for not purchasing/owning as well as what factors, if any, impede a consumer from purchasing or prevent them from owning entirely
Specific questions addressed include:
Who are the non-owners of home audio and video products and when, if ever, are these consumers looking to purchase (e.g., “never buyers,” “not yet buyers,” “fulfilled owners”)?
What are key barrier(s) preventing ownership and purchases?
What factors would motivate ownership or purchases?
What do potential buyers need to aid their purchase journey (e.g., education, emotional connection, fewer choices)?
Whatopportunity areas exist for these home audio products?
