The headphone market is exploding, growing 79% in 2011 to $2 billion. More headphones are priced over $100, driven by portable hi-tech devices. The industry is growing in the high teens at retail, and premium headphone users now own an average of 2.3 pairs. Teens and those under 24 are becoming a major share of buyers as they appreciate high quality audio on devices like the iPod and create new opportunities for the industry. The target market is the "Z-Generation" who are constantly connected to digital devices and most access the internet via computer.