According to new research by CyberMedia Research (CMR), Indian consumers stated audio quality as the most important factor while selecting their smartphone with a score of 66 out of 100 followed by battery life at (61), and camera (60).
Indian consumers are more tuned into ‘audio quality’ thanks to the long hours spent alone in a homebound economy. In doing so, they are also seeking better, immersive experiences.
“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.
The CMR study also categorized Indian consumers, on the basis of their audio consumption patterns, into three broad categories:
• Digital Natives (who spend >20 hours weekly)
• Digital Dependents (who spend 10-20 hours weekly)
• Digital Laggards (who spend < 10 hours weekly)
Among preferred audio accessories, about 78% of the consumers prefer wired earplugs, while 65% indicate using earbuds.
3 in every 7 users face some problems like audio being too soft, being too loud or distorted audio on a regular basis, the study said.
It should be mentioned here that the CMR study is based on a digital survey covering 1012 respondents, across six cities of India. The survey was conducted in July 2020.