Profiling the Audio System Buyer

 

A home audio system is, by definition, a bit of a luxury. There are lots of practical applications for sound in both commercial and residential environments, including privacy, wellness, and notification, but most homeowners think of audio strictly in terms of entertainment. It’s a want, not a need — as such, customers’ appetite for investing in audio tends to be correlated to two things: passion and knowledge. In order to guide customers to the right audio solution, dealers need to help them honestly and accurately locate themselves on the passion scale, and arm them with the knowledge to get the results they truly want.

Some people love music, and some people just enjoy it. This same distinction extends to other forms of luxury. There are those who like food and indulge in an ice cream cone as a treat, and there are those who love food and save up all year for a multi-course tasting menu prepared by a Michelin-starred chef. People who like movies will play one on the living room TV while they relax with their family; people who love movies will only watch them in a space that has been expertly tuned for cinematic visuals and audio. All of these luxury experiences now support a booming marketplace of goods and services promising to allow consumers to recreate professional-grade experiences at home.

Those who enjoy music — rather than love it — prize convenience and ease of access. They don’t mind listening to music on Bluetooth headphones despite the limited bandwidth, because wires are annoying. They’re happy to listen to MP3s or other lossy compression formats, because the tiny file size translates to instant access to an unlimited library of songs stored on their phones or delivered over mobile data networks. Music, for them, is a complement to other experiences: driving in a car, dancing, making dinner, or chatting with friends.

There is an impressive range of DIY consumer sound systems available for this customer profile. For those primarily interested in upgrading their movie or gaming experience, for instance, the CineHome PRO system from Enclave allows a user to achieve THX-certified surround sound without needing to run wire between the speakers. Each speaker must connect to power, but they connect to each other wirelessly: easy. If being able to listen to music anywhere in the home is a top priority, consumer brands like Sonos, Google, and Amazon offer speakers with a small form factor that can be networked to allow your music to follow you from space to space. Setup is minimal and control is app-driven: easy. In terms of form factor, networking, and user interface, the consumer audio sector has achieved great things.

For those who love it, music itself is the experience. They don’t want to multitask while listening; they prefer to savor every nuance of the musical experience. This customer is likely to invest in a high-bandwidth streaming service or own a high-quality turntable. Paying for the high-fidelity tier of a music streaming service doesn’t automatically result in a great listening experience, though. That requires high-quality transducers and thoughtful system design, which begs the question: how good is good enough?

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