Insights on how Indians research, shortlist and buy smartphones
A chance to peek into the mind of the consumer is what most marketers dream of. If you know what the customer wants, you can tailor your product or service, and package it in such a way so that it appeals to your target audience. The 91mobiles Smartphone Buyer Insights Survey 2020 is an effort to give you an eyehole into the minds of Indian phone users, and those looking to buy new devices in the near future. Analysis of the 15,000+ responses from our survey throws up insights on how people decide on a new smartphone, attributes that matter, and how they prefer to buy a device, among other things like ownership trends and brand loyalty. The insights emerging from this survey would be invaluable to any professional engaged in the marketing and promotion of smartphones in India, arguably one of the toughest jobs in the world given how competitive this space is. Let's jump right in.
Busting the myth that specs are the most important factor for potential smartphone buyers, 38 percent users said they'd give more weightage to innovative features that make the phone interesting. This proves how important differentiation is, so if you're a smartphone marketer, you should make sure that your product and the communication that revolves around it should highlights the key points of differentiation. Another thing to note is that many users look towards these innovative features as conversation starters, and help them flaunt their devices in front of others. That said, a significant 34 percent have still voted in favour of specs being the most important criterion.
Here's a summary of the related insights that emerged from this analysis:
More than 50 percent (that's one in two) smartphone users upgrade their devices within two years of purchase, with 23 percent (about a fourth) upgrading within the first year itself. As a smartphone marketer, what this could mean for you is to ensure you come up with new offerings frequently, all the while keeping an eye on emerging trends in terms of the latest features and innovations.
While analysing how users buy new phones, it's also pertinent to know why they buy. While 32 percent users said they'd buy a new smartphone when their current one starts giving problems, over 60 percent users said they'd purchase a new phone just to experience new features or avail a good deal. For a smartphone marketing professional, this highlights how important those discounts and bundling offers are, apart from the fact that smartphone brands constantly need to innovate, and arm marketers with relevant arsenal to beat rivals.
Here are some more related insights on smartphone research behaviour:
Most users (68 percent, as per survey data) use gadget websites or YouTube to research and shortlist smartphone models for purchase. Out of this, the largest chunk made of 44 percent users, who said they refer to gadget websites like 91mobiles. Pricebaba and GSMArena. Therefore, using such websites to promote your smartphones and piggybacking on their reach to target your audience might be worth considering. 24 percent users said they refer to YouTube videos and 15 percent check user reviews on e-commerce platforms like Amazon and Flipkart.
Here are some more related points:
Unsurprisingly, over 56 percent users chose performance when asked about the smartphone attribute that mattered the most to them while hunting for a new daily driver. Camera capabilities were a distant second, with 14 percent users voting for those. Just 11 percent chose brand name, indicating that they might not be loyal towards a particular manufacturer and are likely to migrate to a different brand if they feel they're getting something better.
Considering the amounts survey respondents paid for their current smartphones, the Rs 10k-Rs20k segment has emerged as the most popular, with 55 percent users owning devices in that bracket. The budget (sub Rs 10k) segment is the next most popular, with 19 percent users owning phones in that range. The mid segment of Rs 20k-30k has 13 percent share, while another 13 percent users own handsets priced upwards of Rs 30k.
47 percent of our survey respondents (up from 44 percent last year) have said they'd prefer purchasing a new smartphone online, as against 28 percent who said they'd buy offline. About 25 percent weren't sure where they'd buy from.
37 percent of the surveyed users said they'd opt for EMIs while paying for new smartphones. Within this, there are 27 percent who'd opt for EMIs on credit or debit cards, while 14 percent said they'd opt for cardless EMI solutions like ZestMoney or Bajaj Finserv. 37 percent prospective buyers opting for EMIs is a significant number, and smartphone vendors should benefit if some value adds or deals can be provided along with easy EMI options at the time of launch itself.
People aged below 25 are more likely to pay the full amount upfront as compared to older age groups, while those aged between 25 and 44 are more likely to buy smartphones on EMI. Also, men are more likely to buy a new smartphone on EMI as compared to women.
On a related note, 1 in 6 users would be open to the idea of renting a smartphone instead of buying one. About 30 percent users said they'd be willing to rent a smartphone if they see clear benefits of doing so. These factors include the rent being affordable, the chance to experience premium smartphones without buying them, the flexibility to change smartphones frequently, and the ability to rent smartphones easily.
We hope the above points would come in handy as you go about your task of promoting and marketing smartphones to Indian buyers.