Eighty nine per cent buyers consider the camera as the top specification while buying a smartphone, followed by battery life (87 per cent), RAM (79 per cent) and internal memory (72 per cent), a new report by CyberMedia Research (CMR) said on Monday.
Buyers prefer experimentation over “brand pull” when itscomes to smartphones as they become increasingly brand-agnostic, said CMR’sMobile Industry Consumer Insight (MICI) survey.
The survey said their preferences are being driven byfactors such as overall product quality (92 per cent), product performance (90per cent), product aesthetics (82 per cent) and reliable after-sales service,with fast turnaround time (76 per cent).
“In a hyper-competitive market, marked by the smartphone seaof sameness, brands that invest in ensuring product quality and other softeraspects, win big.
“Indian consumers, especially post-millennials and Gen-Z arevery demanding. For them, product design, quality, and overall value for moneyare of critical importance,” said Narinder Kumar, Lead Analyst-IIG, CMR, in astatement.
The survey was conducted across the top eight Indian citiesin February 2019 and covered teens and youth between the age group of 15 to 30from various backgrounds and income levels.
While Samsung, with its vast retail network, scored big onafter-sales service, 89 per cent respondents were found to be most loyal toOPPO, followed by Xiaomi and Realme.
“The CMR MICI survey results affirm the importance and passion that consumers invest in and associate with their smartphones. While bigger smartphone brands continue to hold onto their pockets of strength, it is interesting to see Realme outperform the competition,” said Satya Mohanty, Head-User Research Practice, CMR.
INDO-ASIAN NEWS SERVICE