As per a new study by CyberMedia Research (CMR), Indian consumers are now prioritizing audio quality as a key smartphone purchase driver ahead of camera and battery.
In fact, across all parameters one in every four users has stated audio quality as the most important factor while selecting their smartphone.
For the first time ever, consumers are more tuned into 'audio quality', possibly driven by long hours spent alone in a homebound economy. In doing so, they are also seeking better, immersive experiences.
"Given the advancements in smartphone camera and battery, I believe consumers are mostly satisfied with industry-leading innovations therein. On the other hand, in the current homebound economy, consumers are getting more aware and paying more heed to audio quality. As such, they are putting it on priority for the neo normal, from a communication and content consumption point of view," said Satya Mohanty, Head-Industry Consulting Group, CMR.
According to Prabhu Ram, Head-Industry Intelligence Group, CMR, "These interesting study findings provide us with a basis to better understand evolving consumer aspirations around smartphone audio. Consumers are now seeking infinitely better and immersive listening experiences, whenever and wherever they go. Across use cases, ranging from OTT consumption to mobile gaming & even UGC, consumers seek more high-quality sound. This is where brands with industry-leading innovations, such as Dolby, will stand to shine and fulfill consumer aspirations."
The CMR study titled "What Audio Means for Indian Smartphone users?" categorizes Indian consumers, based on their audio consumption patterns, into three broad cohorts:
* Digital Natives who spend & gt;20 hours weekly (39 per cent)
* Digital Dependents who spend 10-20 hours weekly (44 per cent)
* Digital Laggards who spend & lt;10 hours weekly (17 per cent)
Online content consumption - movies and music, have witnessed tremendous growth, driven by ubiquitous smartphones. Over the past few years, the rise of affordable and value for money smartphones has fueled content consumption, on-the-go, and at home.
India loves to binge-watch on video streaming platforms, cutting across genres, including episodic content and user-generated video content on social media. In the midst of the pandemic, OTT platforms are benefiting from increased viewership, as well as new subscribers. Amongst the three cohorts, Digital Natives tend to spend more time on OTT platforms & rate audio as the most important factor considered while buying their current smartphone.
Here are some of the most interesting study findings:
* Audio quality matters. Indians consider audio quality as one of the most important factors in their next smartphone purchase with a score of 66 out of 100, followed by Battery Life at 61, and Camera at 60. Smartphone users consume audio mostly through
SS listening to music on popular audio OTT platforms (94 per cent),
SS watching the video - movies, OTT content, or user-generated content on social networks (96 per cent).
* Preferred audio accessories include wired earplugs and earbuds. 78 per cent of the consumers prefer wired earplugs, while 65 per cent indicate using earbuds.
* Video consumption differ with consumer personas. For instance, Digital Natives prefer videos of shorter duration (38 per cent) whereas Digital Laggards prefer videos of longer duration (23 per cent).
* Better audio experience means differently to different consumer personas. For instance, Digital Laggards associate better audio experience to voice and dialogue clarity (69 per cent), whereas Digital Natives associate it to an immersive experience (61 per cent).
* Five in every eight users (62 per cent), use audio during gaming. 72 per cent of those users are satisfied with it.
* Indians more tuned to audio problems. Three in every seven users face some problems in smartphone audio on a regular basis. Problems faced include
SS Audio being too soft (33 per cent)
SS Audio being too loud (30 per cent)
SS Distorted audio (24 per cent)
The CMR study titled "What Audio Means for Indian Smartphone Users?" is based on a digital survey covering 1012 respondents, across six cities of India, namely New Delhi, Mumbai, Kolkata, Chennai, Hyderabad, and Ahmedabad, covering the age groups of 18 to 40, and socio-economic levels of SEC A and B. The study was conducted in early to late July 2020.
For results based on a randomly chosen sample of this size, there is 95 per cent confidence that the results have a statistical precision of plus or minus three per cent of what they would be if the entire population had been surveyed.
To know more, and download the report, please visit www.cmrindia.com/shelf.
CMR offers industry intelligence, consulting, and marketing services, including but not limited to market tracking, market sizing, stakeholder satisfaction, analytics, and opportunity assessment studies. Its bouquet of consulting services includes incubation advisory, go-to-market services, market mapping, and scenario assessment services.
CMR is servicing domestic as well as international clientele in India and few global destinations. The clientele serviced represents SMBs, Large Enterprises, Associations, and Government. CMR's core value proposition encompasses a rich portfolio of syndicated reports and custom research capabilities across multiple industries, markets, and geographies.
A part of CyberMedia, South Asia's largest speciality media and media services group, CyberMedia Research (CMR) has been a front-runner in market research, consulting and advisory services since 1986. CMR is an institutional member of the Market Research Society of India (MRSI).
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