77% Of Indian Consumers Look for Networking Technology Before Purchasing a New Smartphone: CMR India

The CyberMedia Research group, which regularly conducts the Mobile Industry Consumer Insight (MICI) survey to capture the consumer aspirations, preferences, challenges, and dislikes around smartphone brands. These large-format surveys provide a compelling picture of the changing dynamics of the Indian Smartphone Market.

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The latest edition of the MICI focused on premium smartphones, with a clear intent to capture consumer perspectives on the key factors that they consider in a smartphone while upgrading. In addition, the study aimed at understanding the most preferred smartphone for the quality of service, and best after sales service. Lastly, the study focused on determining the brand imagery that consumers associate with their smartphone brands.

According to Prabhu Ram, Head – Industry Intelligence Group, CMR, “As per the latest CMR MICI Survey findings, one interesting trend that stands out is that while Apple and Samsung dominate, a brand like OnePlus is securing a healthy mindshare amongst Indian smartphone consumers. The MICI survey findings indicate that OnePlus is scoring high on various parameters, commanding a very high loyalty amongst its users, emerging as a highly recommended brand with a high resale value.”

Here is a snapshot of the major findings from the latest MICI:

Type of Premium Smartphone Customers

The premium smartphone segment comprises of three distinct types of customers:

  • Explorers: 34% customers who follow technology trends very closely and are always among the first to adopt the latest technology.
  • Followers: 24% of the customers are followers, who are keen to purchase new smartphones, provided it is already popular among other people.
  • Passive Viewers: 42% of the customers are passive, who just follow technology trends, rather than actually purchasing the latest technology before most people.

• Key Factors Considered for Smartphone Purchase

Top five factors considered while selecting any smartphone brand are as follows