On January 14, the market research organization Counterpoint announced the latest report on the shipments and market share of wearable devices for the third quarter of 2020.

TWS earphones and smart watches will continue to support the wearable device market in 2020. It is estimated that the annual shipments of TWS earphones will increase by 83% to 238 million pairs, while the annual growth of smart watches will reach 2%, exceeding 100 million units. turn off.

Counterpoint divides the wearable device market into five different market segments. Among them, ear-worn devices and wrist-worn devices account for 52% and 41% of the market respectively, and the two products occupy the entire wearable in the third quarter of 2020 93% of the market.

Other wearable devices also include eyes, body, and skin according to the part they are worn.

Share of wearable device shipments in the third quarter of 2020 (by product category) | Source Counterpoint

TWS headset: Apple first, Xiaomi second

Among the five major wearable devices, headsets have the fastest growth. The growth of the TWS market segment is the main driving force for the growth of wearable devices as a whole.

From the ranking point of view, the top 10 TWS brands are Apple, Xiaomi, Samsung, JBL, QCY, JLab, Jabra, Sony, Edifier, and Realme.

Apple's TWS headsets (including the AirPods series and Beats' TWS product series) continue to occupy the top position in the market, with shipments accounting for 29% of the total global TWS headset shipments. (Shenzhen Bay Note: According to another report, this proportion is shrinking with the influx of domestic low-end TWS headphones into the market.)

It is worth mentioning that half of these 10 brands are mid-to-low-end brands, with prices below US$50 or even US$20. More prominent is Xiaomi, which ranks second, accounting for 13% of global TWS shipments, further confirming that the main cost-effective TWS headset will further expand its advantages.

Smart watches: Apple first, Huawei second

As for smartwatches, global smartwatch shipments in the third quarter of 2020 increased by 6% compared with the same period last year. The top five brands accounted for more than 66% of total shipments. China surpassed North America to become the largest market for smart watches.

The ranking performance of shipment share is: Apple (28%), Huawei (15%), Samsung (10%), BBK/imoo (7%), Fitbit (6%), Huami/Amazfit (5%), Garmin (4%), Fossil (2%), the eight major brands account for 77% of total shipments.

Realme, a wholly-owned subsidiary of OPPO, has performed well in overseas TWS and smart watch markets. In India and Latin America, the brand's growth exceeded double digits, becoming the dark horse of wearable devices in 2020 and even 2021.

Counterpoint analysts predict that market demand will weaken in the fourth quarter of 2020, but will rebound in 2021. It is expected to see a low double-digit growth in the middle of this year. If the average selling price drops rapidly, the growth rate may be Will be higher.

Enle wireless earbuds OEM/ODM factory manufacturer