With consumers forced to spend more time at home this has had a mixed impact on sales of portable players in 2020. Portable media players was already under pressure towards the end of the review period with consumers increasingly relying on their smartphones and tablets to watch and listen to content, with demand from fitness enthusiasts and gym goers remaining the only significant users of these products.
Wireless speakers is expected to see slower volume growth in 2020, having seen double-digit growth in the previous two years. Economic uncertainty has forced consumers to curb their spending in 2020, with consumers delaying purchases of discretionary items.
Sony remains the largest player in portable players in 2020. While the company gained share in portable media players following Apple’s decision to discontinue the iPod shuffle and iPod nano in 2017, it is expected to see its overall share in portable players fall in 2020.
Wireless speakers is the only category that is expected to see growth over the forecast period. Unlike the other areas, the potential lies in the ability of smart wireless speakers to become the central hub of a connected home.
Despite the growing interest in smart wireless speakers, for many households the primary use for wireless speakers is to play music. As such, this remains a key focus of Sony and JBL, which together account for almost half of all volume sales in 2020.
Amazon looks to have complete control over e-readers in Japan, with it set to take further share from second-ranked Kobo in 2020. Amazon Kindle’s dominance is partly due to the fact its products are more suited to the tastes of Japanese consumers.
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Understand the latest market trends and future growth opportunities for the Portable Players industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Portable Players research and analysis database.
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