A recent study conducted by CyberMedia Research (CMR) has shed light on the evolving preferences of smartphone consumers in India, particularly regarding their demand for advanced features such as 5G technology, improved camera capabilities, and longer battery life.
Surprisingly, brands like iQOO and LAVA are challenging the dominance of established players in the market, with iQOO receiving recommendations from 75 per cent of users and LAVA from 68 per cent.
The comprehensive survey, which covered both consumers and retailers across major cities including Delhi, Mumbai, Kolkata, Bengaluru, Kanpur, Jabalpur, Ranchi, and Madurai, involved over 500 smartphone users and 250 retailers.
Results indicate a notable shift in consumer priorities towards features like 5G compatibility (70 per cent), enhanced camera functionalities (68 per cent), and extended battery life (66 per cent).
According to Surachita Deb Sarma, Analyst-Industry Consulting Group (ICG), CyberMedia Research (CMR), “The Indian smartphone market is poised for a transformative year. Consumers are increasingly demanding more from their devices, prioritizing features like 5G, superior cameras, and longer battery life. Established brands face stiff competition from new contenders, creating an exciting and dynamic market in the coming year.”
These changing preferences are also evident in the daily usage patterns of smartphone users, who spend significant amounts of time on social media, watching reels, and engaging in chat applications.
The growing demand for entertainment, encompassing video streaming, music, and gaming, underscores the importance of smartphones with robust performance capabilities.
Most brands generally enjoy satisfaction levels exceeding 50 per cent, although Realme and Vivo fall slightly below this mark at 47 per cent and 44 per cent respectively. The performance of these two brands is linked to user experiences concerning camera quality (67 per cent), battery life (63 per cent), and the perceived value for money (63 per cent).
Those considering a change are chiefly unhappy due to issues like inadequate battery life (37 per cent), lagging performance (34 per cent), and subpar photo quality (32 per cent), underscoring a rising desire for smartphones equipped with improved features, notably 5G capability (70 per cent).
This discontent is prompting consumers to consider switching brands, with 5G capability emerging as a key factor for 70 per cent of those seeking new devices.
Among the brands experiencing positive momentum, iQOO stands out for its high recommendation rate, closely followed by LAVA, which has significantly improved its credibility by 20 per cent over the past year.
Retailer feedback echoes the shifting consumer preferences, with 77 per cent of retailers acknowledging the changing market dynamics. The anticipation surrounding the rollout of 5G technology, favourable sentiments towards the “Make in India” initiative, and the anticipated increase in demand for AI-driven smartphone solutions further illustrate the evolving landscape of the Indian smartphone market.
