Smartphones and Smart Devices steer India’s digital economy in the last decade, reveals CMR Study

Picture of Prabhu Ram, Head - Industry Intelligence Group

Prabhu Ram, Head - Industry Intelligence Group

10 Aug 2023 | NEW DELHI. Over the past decade, the advent of value for money smartphones, and more recently, smart devices, has empowered Indian consumers to engage with the growing digital economy of India. While doing so, they have also benefited from the latest technological advancements at affordable price points. As per a new CMR Mobile Industry Consumer Insight (MICI) Study conducted by CyberMedia Research (CMR), a prominent technology research and advisory firm in India, the rise of affordable smartphones have, over the past five years, translated to significant uptick in Digital Payments (88%), Content Creation/Consumption (80%), and Gaming (70%) in India.

According to the CMR MICI Study, Xiaomi has maintained a dominant market presence over the past decade in India, with a substantial 42% expressing their satisfaction and preference for their products. For a notable 27% of those surveyed, Xiaomi was their first-ever smartphone, with Samsung (24%) following a close second.

According to Satya Sundar Mohanty, Head – Industry Consulting Group, CyberMedia Research (CMR),”Affordable smartphones and more recently, budget-friendly smart devices have given Indian consumers access to advanced features while ensuring brand quality. These value for money smartphones and smart devices have ensured that the latest technological features are democratized and available to consumers. Over the last decade, brands emphasizing technology accessibility have not only solidified consumer trust but also experienced enhanced connections and consumer affinity.”

As per the CMR MICI survey, an impressive 53% of users feel great with Xiaomi smartphones and smart devices. Xiaomi’s customer-centric approach has solidified its position as the most loved brand among contented smartphone and smart devices users, resonating with an impressive 45% of those surveyed.

Here are some key highlights of the study:

  • Friends and family exert the strongest influence (63%) on users when it comes to buying a smartphone 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%).
  • In smartphone and smart devices, Xiaomi has the highest total awareness (78%) followed by Samsung (75%), However in terms of usage in the last decade, Xiaomi leads (42%) the pack followed by Samsung (36%). Thus, conversion of awareness of brand to its usage is maximum in case of Xiaomi (54%) followed by Samsung (45%).
  • When it comes to smartphone brand awareness, Xiaomi leads in ToM (14%) as well as total recall (79%) closely followed by Samsung (ToM – 13%, Total Recall – 77%). While comparing current primary usage of smartphone brands also, Xiaomi leads (13%) the pack closely followed by Samsung (12%) and Vivo (11%).
  • Users of smartphone and smart devices of Xiaomi and Samsung brands are most satisfied (92%) followed by users of Apple (91%) and Boat (90%).
  • In satisfaction level of smartphones, OnePlus (93%) users are most satisfied followed by Xiaomi (92%) and Apple (91%) users.

According to Sugandha Srivastava, Senior Manager – Industry Consulting Group, CyberMedia Research (CMR), “Smart devices are redefining our daily lives, enabling seamless convenience and ensuring boundless possibilities, and transforming the way we interact with the world. As more people embrace the benefits of smart devices, we can expect them to continue playing a pivotal role in enhancing our digital experiences and transforming the way we live and work. For mass-adoption, smart device brands that deliver on value without compromises will stand to win.”

About the Survey

The ‘CMR Mobile Industry Consumer Insight (MICI) Survey’ was conducted in July 2023 covering 2586 consumers, across Delhi, Mumbai, Kolkata, Bengaluru, Chennai, Hyderabad, Ahmedabad, Jaipur, Rajkot, Bhubaneswar, Madurai, and Jalandhar.

For results based on a randomly chosen sample of this size, there is 99% 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.