The fourth edition of the ‘Zee5 Intelligence Monitor’ is out, revealing the latest trends in the Indian smartphone industry. The survey provides information about when people plan to change their gadgets, the main motivator for doing so, the price range people are aiming for, and so on.
Zee5, the video streaming platform, found that more than half of smartphone users in metropolitan cities plan to replace their handheld devices within the next six months. The current post-Covid trend among shoppers, the survey says, is to grab the latest models, whereas before, the behavior was to replace a device due to declining performance.
Buyers these days want phones with newer features, which is a key motivator well above price, while another driver has been the prevalence of OTT apps and the desire to consume them. However, the main factor that determines the next purchase is brand reputation, while technology follows closely as well.
Two out of five smartphone buyers intend to buy a phone that costs Rs 30,000 or more, with a higher trend among the 35-44 age group. More than 53% of the public who use smartphones use their gadget for more than four hours a day, while one in three people who live in subways also have a smartwatch or a fitness bracelet.
Among other things, the survey revealed that 70% of respondents from non-metropolitan locations showed an interest in buying their next smartphone online. The gap is also found to be closing between metro and non-metro smartphone buyers when it comes to purchase triggers and key drivers.
The survey also found that men are more brand conscious and have twice the share than women in the Rs 50,000 and above smartphone segment, while women seem price and business-conscious and have more share in the Rs 10,000 segment. .
Launching the report, Rajiv Bakshi, Director of Operations (Revenue), Zee Entertainment Enterprises Limited, said: “By delving deeply into the smartphone industry, we have uncovered surprising new insights into user behavior that can drive brand marketers to attract millions of customers eager to upgrade and replace their smartphones.”
“We hope this report will act as a guide for smartphone marketers and brands and serve to be a differentiator for the industry at large. Marketers and business leaders can use these findings to make smarter business decisions and hyper-hyper campaigns.” target using the ZEE5 platform to connect with audiences in 12 languages”, he added.