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Summary
The global smartphone accessory market has maintained robust growth despite a slowdown in 2020 due to the COVID-19 pandemic and nearing smartphone market saturation in some regions. The market, valued at USD 81.4 billion, is projected to expand to USD 152.03 billion by 2029, advancing at a CAGR of 6.3%. The U.S. remains a key market with a mature smartphone user base of approximately 220 million in 2020, implying a significant market for accessories like cases, chargers, and screen protectors. Wireless charging equipment, including pads and cases with built-in batteries, along with portable battery chargers, represent particularly dynamic segments driven by consumer demand for convenience and innovation.
The proliferation of wireless earbuds has likewise surged. Despite the pandemic's impact causing fluctuations in tech product purchases, segments like wearable electronics have seen resilient demand due to their health-tracking features. Overall, the market dynamics are characterized by intense competition, continuous product innovation, and a shift toward customization and high-end products like smartwatches, which are integrating more closely with smartphones.
Dynamics of Smartphone Accessory Demand in the United States
The United States has witnessed a burgeoning market in smartphone accessories, consistently fueled by technological advancement and shifting consumer behaviors. Notably, the demand for wireless headphones, particularly wireless earbuds like AirPods, has surged remarkably, with sales to dealers increasing by roughly 85 to 90 percent. This surge aligns with the prevailing trend where traditional wired earbuds and headphones are experiencing a decline, indicative of the shift towards wireless connectivity preferences among consumers. Similarly, protective products like smartphone covers and screen protectors have seen significant movement. Screen protectors are the most purchased product, followed by chargers, highlighting their position as staples in the accessory market. The growth in sales of protective accessories is not just a reflection of the need for device safety but also of consumer trends in customization and aesthetics.
The importance of design in phone cases has come to the fore, with increasing numbers of consumers, particularly within the younger demographics, opting for custom phone cases that reflect personal style and individuality. Print-on-demand services have thrived under these conditions, representing one of the more accessible and creative segments within the market. As smartphone ownership inches toward complete market saturation, with estimates placing adult smartphone ownership at nearly full penetration, the natural extension has been a ripe environment for the growth of accessory markets. Interestingly, the market has recorded not just a general rise in the acquisition of accessories but also a variation in consumer choices based on income, ethnicity, gender, and age demographics. The lower income bracket, for instance, has shown striking growth in smartphone ownership, going from between 20 to 25 percent to around 75 to 80 percent in a span of ten years, signaling a shift in the perception of smartphones from a luxury to a necessity.
In parallel to protective accessories, high-end products like fitness bands and smartwatches have seen mixed penetration rates, with smartwatches gaining a slight increase due to their integration with smartphone functionalities, while fitness bands have noticed a dip, possibly due to feature absorption by the former. The pricing strategy within the accessories market maintains a competitive edge, with a plethora of options ranging from as low as $5 to as high as $200, catering to a wide spectrum of consumer preferences and financial capabilities. This has further facilitated the development of a highly fragmented market, with no single brand dominating sustainably over time. The COVID-19 pandemic, however, has cast a shadow of uncertainty, constraining consumer spending and preferences towards.
Leading Innovators and Dominant Forces in the Smartphone Accessory Market
The smartphone accessory market is chock-full of innovation and intense competition, with several key players driving forward the industry's growth through technological advancements and strategic market positioning. Here's a closer look at some of the primary companies making waves in this vibrant sector:
- Apple Inc. Apple is more than just a giant in the smartphone industry; it has an expansive ecosystem that includes a wide array of accessories designed to complement its iPhone range. Apple's accessories - from AirPods to a variety of charging solutions, and their smartwatch series, have become nearly as iconic as the smartphones they accompany. With a strong focus on design and functionality, Apple continues to set trends in the accessory market, often dictating the direction competitors take.
- Samsung Electronics As a leading global smartphone manufacturer, Samsung naturally extends its expertise into the accessory domain. It offers an extensive assortment of accessories, including smartwatches, VR headsets, and wireless earbuds. Samsung's ecosystem approach ensures seamless integration and enhanced functionality across its accessory products, resulting in a cohesive user experience that bolsters brand loyalty.
- Sony Corporation Though Sony may not command the same presence in the smartphone segment as the former two giants, it has carved out a significant niche in the market with its audio accessories. Sony's headphones and earbuds are renowned for their superior sound quality and cutting-edge noise-cancellation technology, appealing to audiophiles and casual listeners alike.
- Panasonic Corporation Panasonic may not be the first brand that comes to mind when thinking of smartphone accessories, but it has a stronghold in the audio accessory segment. Panasonic offers a range of headphones and other audio accessories that cater to different segments of the market, offering quality sound solutions for various consumer needs.
- Bose Corporation Bose is synonymous with high-end audio excellence, and its range of headphones and speakers complement smartphones with crisp, enveloping sound. While not primarily a smartphone brand, Bose's wireless and noise-canceling headphone options are a favorite among users looking to upgrade their audio accessories for enhanced listening experiences.
- Energizer Holdings, Inc. Energizer may be best known for its batteries, but the company has also ventured into the smartphone accessory market with products like portable chargers and power banks. Energizer's entry into this space provides consumers with reliable options for extending the battery life of their smartphones on the go.
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- Number of pages : 30 pages
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- Last update : 01/08/2021
Summary and extracts
1 Market overview
1.1 Definition and scope of the study
A smartphone is a phone that combines the functions of a mobile phone and a laptop on a device. Smartphone accessories include the range of products that are complementary and compatible with smartphones in terms of aesthetics, protection, efficiency, performance enhancement or additional functions.
Among these accessories, some of the most common are:
- Covers and protections
- Tripods, holders (car, bike), hands-free kits
- Headphones, headsets, watches
Globally, the smartphone accessory market is booming, driven by the innovation of new products. The items which are in the highest demand are related to connectivity, such as wireless headphones to listen to music. Indeed, the change in customer preference to listen to music on mobile devices instead of traditional platforms continues to be a catalysator for growth in this market. It has been estimated that the three largest product segments by 2026 will be (in descending order): headphones, chargers, and screen guards.
In the wake of Apple and the iPhone frenzy in the Western World, other manufacturers such as Samsung and Sony are developing increasingly demanding ranges of accessories, with a growing trend towards customization and design. On top of this, we cover key global players such as Panasonic, Bose, Energizer etc.
The US market for smartphones is mature; in 2020 the US had close to 220 million users (around 67% of the population). Although this is one of the largest numbers globally in aggregate terms, the penetration rate in% is lower than in what can be found in many countries. Hence, there is still room for growth as more consumers become more dependent on connectivity. Consequently, this will boost the sales of accessories. Moreover, smartphone accessories are growing as consumers look to enhance their current device instead of purchasing a new phone. Headphones are driving market growth.
A large number of players contribute to a relatively fragmented market in the US, which is characterized by intense competition and product innovation. Screen protectors are by far the most purchase product, followed by chargers.
1.2 The Global Outlook
The first variable we have to look at in order to assess the global market size and the potential of smartphone accessories is the evolution of the number of smartphones that were sold to end users in the world. Between **** and **** this number increased by more than ****%, representing an unprecedented and ...
1.3 The US Market
Sales of wireless phone accessories to retail dealers USA, ****-*****, in billion USD Source: ****
The total U.S. consumer technology accessories market, including video, audio, imaging, wireless phone, video game and computing accessories, was projected by CTA to increase *% in ****, reaching $**.** billion. This is up from $**.* billion in ****. After ****, CTA predicted ...
1.4 COVID-19 Impact
The COVID-** pandemic has strongly impacted many industries, among which the smartphone one. In general, the uncertainties brought about by COVID-** are continuing to affect consumer buying confidence. US consumers are indeed still being more cautious and have limited their spending to essentials instead of luxury items.
Therefore, even if smartphones ...
2 Demand Analysis
2.1 Demand Characteristics
“What we’re starting to see is a lot” of revenue coming from new chargers, “especially wireless charging pads and associated wireless charging equipment including cases,” says Richard Kowalski, CTA senior manager of industry and business intelligence. “Along with that, portable battery chargers for phones are kind of a big item” ...
2.2 Demand Drivers
The expansion of the phone accessories market which has gone hand-in-hand with that of the smartphones themselves so far has been achieved by a perfect mix of technological innovation and demographic distribution. The first iPhone arrived in the United States to take full advantage of the existing network infrastructure, which for ...
2.3 Consumer Profile
Having established that the percentage of adults owning a smartphone is inevitably connected to the development and dynamics of the market for smartphone accessories, in order to establish a consumer profile, we can use the data provided by Pew, on the income, ethnicity, gender and age group of American adult smartphone ...
2.4 The most popular trend for phone cases: Print-on-Demand
The majority of the youth population chooses a custom phone case. This allows them to add their own talent, individuality and personality to a device that will be very much on display among their peers.
One of the main reasons why this trend has been so successful in the US and ...
3 Market structure
3.1 Market Dynamics
The market of dedicated accessories for smartphones, polarized around the phone cases market, is a market with very low barrier to entry. Indeed, it is possible to position oneself quickly and without incurring high costs. The advantages of this market in its structure are the following:
The small size of the ...
3.2 Production
Industry Today provides some information on the production processes of some of the most important smartphone accessories, such as:
Cases and Covers: Polycarbonate and polyurethane phone cases are one of the most common types of mobile phone cases and are made by using an injection mold, which is made from some ...
3.3 Revenues of the Main Pure Players
We have said that the market for smartphone accessories in the United States is extremely fragmented and almost saturated due to the many small players who compete in it. Excluding the large electronics companies such as Apple, Samsung and Huawei, who also produce these accessories as a complementary offer, we can ...
4 Analysis of the offer
4.1 Three Main Product Categories
Protective products
This category includes smartphones covers and screen protectors.
Low-technology products that follow uses and trends
Accessories emerge according to trends and usually adapt to the evolution of American customs, like the POP support: POP support allows users to take pictures without taking the risk of dropping their smartphone. It ...
4.2 Offer Typology
In order to have an idea of the preferences of American consumers when it comes to smartphone accessories, we are going to look at the sales and penetration of two different product categories: hearables and wearables. The latter, indeed represent an important portion of the market and include the most used ...
4.3 Pricing
The Consumer Price Index (***) category telephone hardware, calculators, and other consumer information items is part of the information technology, hardware, and services group under the education and communication major group.
Having a look at the evolution of this CPI might be useful to have an overview of the information technology market ...
4.4 Phone Cases and Screen Protectors Price Ranges
The market for phone cases and screen protectors is an extremely fragmented and crowded one. Only on Amazon, there are more than ** different phone cases and screen protectors brands with prices that range from $* to $***.
For this reason, we decided to dedicate a section to this product category in order to ...
5 Regulation
5.1 Rules and Regulations
In the US mobile accessories are defined as products (***).
The country of origin is mandatory when selling products in the USA, including phone cases. Therefore, phone case sellers always have to make sure that their products contain a permanently affixed label indicating the country of origin.
If a company is importing ...
5.2 Phone Cases and the California Proposition 65
California’s Proposition **, also known as the Safe Drinking Water and Toxic Enforcement Act, was first enacted in the US in the state of California in ****. It is intended to help Californians make informed decisions about protecting themselves from chemicals that could cause cancer, birth defects, or other reproductive harm.
Currently, ...
6 Positioning of the players
6.1 Segmentation
- Huawei
- Otterbox
- totallee
- Casetify
- mophie
List of charts
- Nombre de smartphones vendus aux utilisateurs finaux
- Vente d'accessoires pour téléphones sans fil à des détaillants
- Répartition du marché des accessoires technologiques grand public, par type d'accessoires
- Pourcentage d'adultes possédant un smartphone
- Pénétration des utilisateurs de smartphones en pourcentage de la population totale
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Latest news
Huawei Mate 60 reignites China-US cold war - 09/09/2023
- Huawei recently launched a new smartphone, the Mate 60 Pro +, only in China.
- Mate 60 Pro + boasts 1 terabyte of storage memory in its top-of-the-range version.
- It offers satellite calling, making it possible to dispense with 4G-5G in remote locations.
- The smartphone uses a 7-nanometer etched 5G processor, designed by Huawei and manufactured by SMIC, a Chinese semiconductor company.
- Huawei has avoided US sanctions preventing the company from purchasing 5G chips from the US by producing its own processor.
- Huawei will no longer have access to machines made by Dutch manufacturer ASML from January 2024.
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