The INR 20,000-INR 30,000 smartphone price segment is one of the most competitive smartphone segments in India, claims the research agency, CMR.
As per CMR Insights On the Go Survey, consumers in this price segment seek the best specs and highest quality. They seek to invest in the future by getting 5G capable phones (72%), with enhanced capabilities for camera (66%), and wireless charging (61%).
The top three drivers for consumer satisfaction in the INR 20,000 – INR 30,000 price segment include Smartphone camera (86%), Performance (81%) and Battery life (77%).
Realme has scored the highest (79 out of 100) followed by Samsung (77 out of 100) amongst current smartphone users in the segment.
The overall satisfaction score has been derived by calculating weighted average of satisfaction score on parameters. As an industry leader, Samsung consumers love the brand for its product innovation, trust and durability.
Sugandha Srivastava, Manager- Industry Consulting Group (ICG), CMR, “The pandemic reinforced the importance of the smartphone as a key driver for consumer lives. Our study results point that consumers seek to future-proof themselves with 5G ready phones. In addition, mobile brand considerations are increasingly driven by the need for latest specs, including enhanced camera capabilities for life’s precious memories, more storage and long battery life.”
Amongst millennials and GenZ, the smartphone in the INR 20,000-INR 30,000 price segment is considered as a powerful lifestyle statement (74%), with attractive design (69%), and enabling amazing gaming experiences (69%). Smartphone brand choices are dictated by recommendations from friends and family (70%), with brand imagery playing a key role (73%).
Amongst those consumers seeking to upgrade to INR 20,000 – 30,000 price segment, they consider a higher model from the same brand or even explore other phone brands.
Interestingly, realme users are not only most satisfied but also tend to advocate their brand most to their peers and friends. Among smartphone users in INR 15,000-20000 seeking to upgrade, realme is the most preferred brand (18%) consideration followed by Samsung (16%). realme X3 is most popular among realme phones whereas Samsung Galaxy A51 is most popular among Samsung phones.
Amit Sharma, Manager- Industry Intelligence Group (IIG), CMR, “In the INR 20,000 -INR 30,000 price segment, smartphone brand loyalty is not absolute. Consumers seek best-inclass capabilities across the board. Whether it be Samsung, vivo, Xiaomi, OPPO or realme, the smartphone brand appeal is driven by various factors. Samsung’s horizontal play across pricepoints makes it a key consideration for consumers. realme consumers are most satisfied, and the brand scores amongst youth for its design aesthetics and performance.”