• Four in every five smartphone users believe that image quality is not dependent on number of megapixels. Five in every six smartphone users in the price band of INR 20,000-30,000 hold this belief
• For consumers in the sub INR 30,000 smartphone segment, the front camera holds edge over rest of the camera specs
• Consumer interest and obsession is more focused on the quality of the front camera. Interestingly, one in every three users have stated the poor quality of front camera as a dissatisfaction factor with their smartphone
• 55% of those who take selfies in low light condition are not satisfied with the results. In the INR 20,000-30,000 price band, 72% of smartphone users agree that smartphone brands should bring innovations that make the selfie picture-perfect, under all conditions

New Delhi/Gurugram, 9 May 2020:  Smartphones in the sub-INR 30,000 price band constitute one of the most prominent price segments where 85% of India’s consumers make their smartphone purchase.  As per a new CMR Insights on the Go Survey released today, 79% of the consumers in this price segment believe that image quality is not dependent on number of megapixels. Five in every six smartphone users in the price band of INR 20,000-30,000 hold this belief.

While smartphone brands tout the increasing megapixel prowess of their phones, consumers are more concerned about the quality of the front camera in their quest to get the perfect selfie. Consumers accord more importance to the selfie quality.

According to Prabhu Ram, Head- Industry Intelligence Group (IIG), CMR, “What the survey insights provides us with, is a compelling picture of a classic conundrum. While smartphone brands focus on increasing the megapixel capabilities of in the rear camera, consumer priorities, in the sub-INR 30k segment, are elsewhere. Consumers believe that the image quality is not dependent on megapixels. For them, the selfie should be picture-perfect, and that’s what really matters. Having said that, there are some niche consumer cohorts, including photography enthusiasts, who would benefit from higher megapixels, as they seek to capture very fine details, with greater colour accuracy.”

64% of the consumers feel the front camera is more important than rear camera. Interestingly, one in every three users have stated the poor quality of front camera as a dissatisfaction factor with their smartphone.  When it comes to taking selfies in low light conditions, smartphone users are not satisfied with the results. They believe smartphone brands should bring innovations that make the selfie picture-perfect, under all conditions.

“The survey results illustrate that today’s consumers are taking more selfies than they did six months ago. While they accord more importance to the front smartphone camera, they still believe there is significant room for improvement there. Consumers seek more refined image quality under all conditions, including low light,” added Satya Mohanty, Head- Industry Consumer Group (ICG), CMR.

Here are the key survey highlights:

• Smartphone Camera is the number one consideration for consumers while buying a new phone (65%). In terms of smartphone specs, consumers give more preference to front camera (64%) followed by rear camera (36%). In fact, 60% of smartphone users, in the price band of INR 20,000-30,000, consumers feel front camera is more important than rear camera.

• In the price band of INR 20,000-30,000, 75% smartphone users do not consider camera megapixels while purchasing a new smartphone.

• 60% smartphone users are satisfied with the front camera of their smartphone. However, 36% of the smartphone users in the price band of INR 20,000-30,000 have expressed dissatisfaction with the quality of their front smartphone camera. 53% of the smartphone users in this price band feel that they need more features for front camera.

• 55% of those who take selfies in low light condition are not satisfied with the results. In the price band of INR 20,000-30,000, 58% of such smartphone users are not satisfied with the low light results.

• 70% users agree that smartphone brands should bring innovations that make the selfie picture-perfect, under all conditions. In the INR 20,000-30,000 price band, 72% of smartphone users share a similar sentiment.

The CMR Insights on the Go Survey surveyed 600 smartphone owners across top six Indian cities: Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The study was conducted in early April and focused on mapping smartphone camera usage (in the sub <INR 30,000 segment) amongst Indians in the age group of 18-30 years.

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About CyberMedia Research and Services Ltd

CMR offers industry intelligence, consulting and marketing services, including but not limited to market tracking, market sizing, stakeholder satisfaction, analytics and opportunity assessment studies.

A part of CyberMedia, South Asia’s largest specialty 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 Market Research Society of India (MRSI).

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