Gurugram/New Delhi, January 13 2024. CyberMedia Research (CMR)’s Smarter Living Report 2025: Smart, Secure, Sustainable has uncovered a powerful shift in consumer priorities within the smart device market, with sustainability, data security, and e-waste management emerging as the driving forces behind purchasing decisions.

According to Surachita Deb Sharma, Analyst, CyberMedia Research (CMR), “The rise in consumer demand for sustainable, secure, and responsibly disposed of smart devices signals a profound shift in the market. With data security and environmental consciousness taking center stage, brands that align their strategies with these evolving priorities will not only build trust but also lead the way in the next generation of tech innovation.”

Key Study Highlights:

• Sustainability Takes Center Stage: With environmental concerns at the forefront, 75% of consumers, primarily Gen Z, are willing to pay a premium for environmentally friendly devices. This shift toward sustainability is prompting manufacturers to rethink their design and material choices, as consumers increasingly demand products that align with their eco-conscious values. Sustainability is becoming an essential consideration for tech-savvy consumers, with 75% of users willing to pay a premium for environmentally friendly devices.

• Data Security: A Major Concern for Consumers: Data security remains a top priority for 90% of consumers, who express significant anxiety about the safety of their personal information stored on smart devices. Furthermore, 85% of users are taking proactive steps by regularly reviewing and adjusting their privacy settings to safeguard their data. As data breaches and cyber threats continue to rise, manufacturers must address these concerns by implementing robust security measures.

• Price, Brand Reputation, and Warranty Drive Purchase Decisions: When it comes to purchasing smart devices, 47% of consumers cite price as the top decision-making factor, followed by brand reputation (38%) and customer service warranty (34%). These factors are driving consumer behavior in an increasingly competitive market.

• Challenges with Advanced Technology Features: Despite the increasing adoption of advanced smart device features, 45% of users report difficulties in utilizing gesture control and accessibility functions. This challenge calls for better user education and enhanced usability in future product designs.

• E-Waste Awareness and Disposal Preferences: The growing awareness of e-waste’s environmental impact is evident, with 79% of consumers now familiar with recycling programs for old devices. When it comes to disposal, 47% of users prefer trading in their devices when purchasing new ones, 22% choose to store them at home, and only 16% donate old devices to charities or organizations. When selecting an e-waste management service, consumers prioritize service quality (37%), reputation and trust (27%), and cost (23%), highlighting the need for reliable and transparent e-waste solutions.

“Harnessing the shift towards more sustainable and conscious consumption presents a clear challenge for OEMs. They must respond to both sustainability concerns and the growing demand for efficiency in smart device offerings,” added Himanshi Pant, Analyst at CyberMedia Research (CMR).

About the Study

The Smarter Living Report 2025: Smart, Secure, Sustainable covered >2000 smart device users from the Gen Z, Millennial, and Gen X demographics, spanning ages 18 to 40+ years. The survey was conducted across eight major cities in India: Delhi NCR, Mumbai, Chennai, Kolkata, Bengaluru, Hyderabad, Ahmedabad, and Pune.

For results based on a randomly chosen sample of this size, there is 95% confidence that the results have a statistical precision of plus or minus 3% of what they would be if the entire population had been surveyed.