Even as smartphone makers continue to build their marketing strategies around megapixels and battery sizes, the Indian customers are giving more attention to the audio feature. As per a new study by CyberMedia Research (CMR), Indian Consumers are now prioritising audio quality as a key smartphone purchase driver ahead of camera and battery. In fact, across all parameters one in every four users have stated audio quality as the most important factor while selecting their smartphone.  

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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. 

The study revealed that customers 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 listening to music on popular audio OTT platforms (94%), watching video – movies, OTT content, or user-generated content on social networks (96%). 

Preferred audio accessories include wired earplugs and earbuds. 78% of the consumers prefer wired earplugs, while 65% indicate using earbuds. Five in every eight users (62%), use audio during gaming. 72% 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.  

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 >20 hours weekly (39%) 

•       Digital Dependents who spend 10-20 hours weekly (44%) 

•       Digital Laggards who spend < 10 hours weekly (17%) 

“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, “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 and 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.”