Consumers Yearn for Better Audio Quality

After a number of shows at which the theme was video - and home control, to a lesser extent - the custom install market appears to be getting back to its audio roots.

As part of my annual Top Products of CEDIA roundup, I noted a few trends that were evident at CEDIA Expo 2011, including the presence of digital and analog two-channel gear and the new ways manufacturers are trying to entice consumers through the use of sleek industrial designs.

Coincidentally or not, the Consumer Electronics Association (CEA) and Insight Research Group released studies during CEDIA Expo that indicate consumers would prefer to own high-quality music than stream low-resolution content, lending credence to the theory that installers have the opportunity to grow their sales through consumers' renewed fascination with audio.

CEA's Notions of Quality: Audio Expectations of Consumers study found that 40 percent of the consumers who claimed to have a moderate interest in audio are willing to pay more money for higher resolution recordings.

The Insight Media study says consumers find physical media a better value than Web-based media. Insight Research’s study found 91 percent also prefer to own their music because they can listen to it as many times as they want. In addition, 89 percent said they prefer to own the music they like rather than streaming it.

I understand these numbers may be skewed because of the CEA’s audio manufacturer membership bias and because the company that commissioned the Insight Research study (eMusic) is a music retailer, but they still prove consumers want better audio. This leads me to believe there is still a place for physical media in the home, as long as the music labels don’t get too greedy.

The key for installers will be, as CD sales continue to slide and consumers diversify how they consume media, the ability of manufacturers and dealers to adapt to working with all of these formats.

If this happens, dealers will be able to capitalize on their ability to integrate all of these sources into home systems. Anyone who has ever dealt with the quirkiness of a turntable or the setup of a favorites list knows money can be made from these products and technologies in the area of service (not to mention hardware sales).

Installers who are prepared to deal with the integration of these formats and technologies will reap the benefits of being the local go-to experts in an increasingly diverse and complex market that shows no signs of simplifying anytime soon.