Over the past decade, the availability of affordable smartphones and smart devices has empowered Indian consumers to actively participate in the growing digital economy of India. These devices have not only provided access to the latest technological advancements but have also been available at affordable price points. According to a recent study conducted by CyberMedia Research (CMR), the increased affordability of smartphones has led to a significant increase in digital payments (88%), content creation/consumption (80%), and gaming (70%) in India.
How Different Brands Have Contributed
According to the study, Xiaomi has maintained a dominant market presence in India over the past decade. 42% of the participants in the study expressed their satisfaction and preference for Xiaomi products. Additionally, 27% of those surveyed mentioned that Xiaomi was their first-ever smartphone, while Samsung closely followed with 24%. The survey revealed that 53% of users were satisfied with Xiaomi smartphones and smart devices, and 45% considered Xiaomi their favorite brand among others.
Key Highlights of the Study
- Friends and family exert the strongest influence (63%) on users when it comes to buying smartphones and smart devices.
- In terms of brand imagery, Samsung is strongly associated with industry leadership (42%), reliability (42%), popularity (42%), long usable life (42%), and feeling great (41%). On the other hand, Xiaomi is strongly associated with feeling great (53%), feeling powerful (46%), reliability (42%), customer centricity (45%), and industry leadership (44%).
- When it comes to smartphone and smart device awareness, Xiaomi has the highest total awareness (78%), followed by Samsung (75%). However, in terms of usage in the last decade, Xiaomi leads the pack (42%), followed by Samsung (36%). This means that the conversion rate from brand awareness to actual usage is higher for Xiaomi (54%) compared to Samsung (45%).
- Regarding smartphone brand awareness, Xiaomi leads in top-of-mind awareness (14%) as well as total recall (79%), closely followed by Samsung (top-of-mind awareness – 13%, total recall – 77%). When comparing the current primary usage of smartphone brands, Xiaomi is in the lead (13%), followed closely by Samsung (12%) and Vivo (11%).
- Users of Xiaomi and Samsung smartphones and smart devices are the most satisfied (92%), followed by users of Apple (91%) and Boat (90%).
- In terms of overall satisfaction with smartphones, OnePlus users (93%) are the most satisfied, followed by Xiaomi (92%) and Apple (91%) users.
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Deepak Sen is a tech enthusiast who covers the latest technological innovations, from AI to consumer gadgets. His articles provide readers with a glimpse into the ever-evolving world of technology.