• 84% of smartphone users are highly concerned about the durability of their devices.
• Durable build quality ranks among the top three factors for 88% of users when selecting a new smartphone.

New Delhi, 04 July 2024: A new study by Cybermedia Research (CMR), India’s leading technology market research and advisory firm, reveals a significant shift in consumer behaviour – durability is now a top priority when choosing a smartphone. For 88% of users, durable build quality is among the top three factors when selecting a new phone. 60% are even willing to pay more for a significantly more durable device.

The survey, conducted among over 2,000 consumers aged 18-50 years across major Indian cities, highlights a growing preference for smartphones that can withstand everyday wear and tear. This shift reflects users’ increasing reliance on their devices for essential tasks and their desire for peace of mind.

Commenting on the survey findings, Sugandha Srivastava, Senior Manager – Industry Consulting Group, Cybermedia Research (CMR) said, “Our research shows that smartphone durability is about more than just avoiding scratches and cracks; it’s about safeguarding users’ digital lives. The fear of losing data and memories is a major concern, and consumers are willing to pay a premium for peace of mind. This presents a significant opportunity for brands that prioritize building reliable and long-lasting devices.”

Here are the key highlights from the CMR Survey:

• Durability Concerns are High: A staggering 84% of those surveyed expressed significant concern about their smartphone’s durability. Shatterproof screens are a top priority for 78%, while 65% seek strong, scratch-resistant materials.
• Fear of Damage is Common: 72% of users worry about dropping their phones, often leading to cracked screens (39%) and unusable displays (38%).
• Emotional Impact of Damage: 61% of users experience disappointment when their phone is damaged. The primary concern is data loss, highlighted by 63% of consumers.
• Fear of Damage: Nearly three-quarters (72%) of smartphone users express fear of dropping their phones, which often results in cracked screens (39%) and unusable displays (38%).
• Emotional Impact of Damage: Physical damage to smartphones leads to disappointment for 61% of users. The primary concern following such damage is the potential loss of data or important memories, highlighted by (63%) of consumers.
• Brand Leadership: Consumers prioritize some smartphone brands for product durability, user experience and brand trust. Interestingly, HONOR emerged as the top choice for (60%) of consumers, followed closely by Xiaomi (46%) and Samsung (45%).

Note to Editors:

The CMR primary survey covered >2000 consumers in the age group of 18-50 years, based across Delhi, Mumbai, Chennai, Kolkata, Bengaluru, Hyderabad, Ahmedabad and Pune.

There is 95% confidence that the findings have a statistical precision of plus or minus 3%, accurately reflecting the sentiments of the broader population.