The Connected Indian Consumer - Moving beyond Smartphones September 2020
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The Connected
Indian Consumer
Moving beyond Smartphones
September 2020Welcome to World’s First Voice
Enabled Survey capturing the
Connected Indian’s Insights
This survey is based on a sample size of 2,500 respondents out of which 350 responses were collected through
Alexa and Google voice platforms. Voice survey was developed by PharynxAIThe journey beyond Smartphones has
already begun!
Smartphone is undoubtedly the first ‘smart’
TVs- 66%
device that any individual empowers with.
Speakers - 35% However, it does not stop there.
Watch- 35%
Gaming Consoles- 26% People are buying other personal Smart devices
like Smart Watches, Wearables, etc., as well as
Tablets- 33% Home level Smart gadgets including Smart TVs,
Streaming- 23%
Smart Speakers, Streaming Sticks, Smart Lights
and Smart STBs.
Surveillance- 15%
Buds- 8% Home Appliances - 14%
STBs - 3% Smart Lights - 12%And the future is equally promising
TV 52%
Watch / Speaker 36%
Home Appliances 31% Smartphone users are wanting to own other
categories of Smart devices and gadgets to
Smart Lights 28% derive advantages on a wider spectrum serving
lot many use cases.
Surveillance 24%
There is a high intent of moving in to a Smart
Streaming Sticks 21% Home experience. Though, people want to
gradually get into that by adding various
Buds / TWS 18% devices as they move forward.
Gaming 17%
Tablets 13%
Set Top Box 8%Before Getting into details, lets
first have a look at the
Smartphone StorySmartphone Ownership & Satisfaction
Satisfaction Meter Owning latest
100%
technology and
18,000 90%
leveraging from new
80% features and
1st Average price of a 70%
Extremely capabilities of a
Satisfied
Smartphone
33%
Smartphone purchased by a Smartphone are
user in INR. 60%
propelling users to
50% replace their existing
Smartphones.
3
40%
Somewhat
30%
Satisfied
Despite being repeated
20% users, the satisfaction
Neutral
2 out of 3 users are not first time On an average users have
10% rate is very high.
users of a Smartphone. This is used 3 Smartphones before. Somewhat
Dissatisfied
driving replacement and upgrade The present one in use is
0% Not Satisfied
market trend in Smartphones. their 4th Smartphone.Where did users buy Smartphone from?
45.0%
Increasingly users are
40.0% buying their
Smartphones online.
35.0%
30.0% In the offline space,
Brand’s own store is
25.0%
the preferred medium.
20.0% This indicates offline
buyers aren’t looking
15.0%
for casual buying and
10.0%
prefer experience and
credibility of the
5.0%
medium of purchase.
0.0%
1
Amazon Flipkart Brand Store Large Format Retail (LFR) Company Website Paytm Mom & Pop Store Tata Cliq Other (Specify)Factors Determining Smartphone Decision
45%
Camera still is the eye
40% candy of a Smartphone
when it comes to users
35%
deciding about it.
30%
The Smartphone
25%
ecosystem including
20%
chipset makers has
responded to this trend
15% positively and there
have been a lot of
10%
innovations at the
5% chipset level to support
this preference pattern.
0%
Camera Brand Processor Battery RAM Fast Charging Internal Durability Design Display
MemorySmartphone Photography
60% Level of Photography Skills
Professional
24%
50%
Casual
40% 57% Avid
19%
30%
Objects of Photography
20%
Scenery &
10% Both Others
Equally 35%
52%
Self
0% 13%
Depth Sensor Wide Angle AI Zoom Macro Others
Beautification
Every department of Photography needs to be optimal to cater to the extremely demanding users who are trying every feature
and function of a camera.The Connected Indian Era is now
Who is a Connected Indian?
Housewife Ritered
Gender Education Above 50 Income Residence Activity Student
Undergrad 3% 1%
Lakh 12%
s 12%
12% Aspirant
20-50 Lakh 3%
10%
Female Post- 5-10 Lakh Metro
45% 15-20 Lakh 46% 48%
Male Graduates Graduates Non-Metro
10%
55% 53% 35% 52% Employed
10-15 Lakh 81%
22%
Indians all around are loving connectivity and using Smart devices. There isn’t a single segment or demographic
cohort which is not using multiple Smart devices.Since when are Indians Connected?
100%
While people in India
90%
have been using one or
80% the other Smart Device
over over 2 years,
70%
majority of the Indians
60%
have started owing
50% such devices over the
past 1 year or so.
40%
30% Buds/TWS, Smart STB
20% and Smart Lighting
solutions have picked
10%
up of recently.
0%
TV Speakers Buds / TWS Smart Light Smart Smart Home Streaming STB Gaming Surveillance Tablets
Watch Appliances Sticks
Less than 3 Months 3-6 Months 6-12 Months 1-2 Years More than 2 YearsWhere are people buying from?
100%
Almost 75% (3 out of 4)
90%
Connected Devices
80%
were purchased from
70%
online portals like
60% Amazon, Flipkart, Tata
50% Cliq as well as the
40% Company’s own
30% website.
20%
In offline, Brand Store
10%
and LFR (Large Format
0%
TV Speakers Buds / TWS Smart Light Smart Smart Home Streaming STB Gaming Surveillance Tablets Retail) outlets are
Watch Appliances Sticks
preferred for buying
Flipkart Amazon Tata Cliq such devices.
Paytm Company Website Brand Store
Large Format Retail(Croma, Reliance Digital, etc.) Mom & Pop Store Other (Specify)Why do users buy Smart Devices?
100%
For majority of the
90%
users the reason of
80% buying a Smart Device
is to enhance their
70%
experience.
60%
50% Fortunately, these
devices are able to
40%
deliver that as per
30% expectations.
20%
10%
0%
TV Speakers Buds / TWS Smart Light Smart Smart Home Streaming STB Gaming Surveillance Tablets
Watch Appliances Sticks
Status Symbol / Fashion / Social Influence Investment in Latest Technology Utility Discounts & Offers Enhance Experience OthersHow different is the user experience?
100%
Near about 90% of the
90%
users feel that the
80% experience is better
than previously used
70%
alternatives. 1 out of
60%
every 2 people finds it
50% extremely different
experience than the
40%
existing alternative.
30%
20%
10%
0%
TV Speakers Buds / TWS Smart Light Smart Smart Home Streaming STB Gaming Surveillance Tablets
Watch Appliances Sticks
Worse than Before Barely Noticeable No difference Somewhat improved Extremely differentWhat enhances the experience?
100%
Brand matters the most
90%
to users while buying a
80% Smart Device and has a
critical role in defining
70%
the overall experience.
60%
50% Among technical
features, users find
40%
processor playing a
30% vital role in defining the
20% experience.
10%
0%
TV Speakers Buds / TWS Smart Light Smart Smart Home Streaming STB Gaming Surveillance Tablets
Watch Appliances Sticks
Brand Processor OS / Apps UI and UX OthersWhen do users learn about processors?
100%
Because of the
90%
importance attached to
80% the processors, more
than half of the users
70%
across devices attempt
60%
to learn about
50% processors before
making the purchase
40%
decision.
30%
20%
10%
0%
TV Speakers Buds / TWS Smart Light Smart Smart Home Streaming STB Gaming Surveillance Tablets
Watch Appliances Sticks
Before Purchase During Sale After PurchaseChipset / Processor of Smart Devices
Experience Brand Strength - MediaTek
Awareness
80% 50%
70% 45%
Helio
40% 37%
60%
35% MediaTek
50% 30% 63%
40% 25%
30% 20%
15%
20% Brand Strength - Qualcomm
10%
10% 5%
0% Others 0%
Others
UniSOC
UniSOC
Samsung
Samsung
Qualcomm
Qualcomm
MediaTek
MediaTek
Huawei
Huawei
Qualcomm
50%
Snapdragon
50%
MediaTek through its early successes in product roll-outs across the spectrum of Smart Devices has garnered leader’s position
in awareness as well as performance perceived by users.Factors Determining Chipset Experience
100%
In individual elements
90%
of measuring quality of
80% processors, Qualcomm
does have a slight
70%
edge in the eyes of
60% users. However, when
it comes to overall
50%
experience, which
40%
includes value for
30% money as well,
MediaTek emerges as
20%
the leading Smart
10% Devices chip provider.
0%
MediaTek Qualcomm Samsung Huawei UniSOC Others
Performance Power Efficiency Graphics Overall ExperienceAntutu and the Processor Decision
Antutu Score Check for Processor Performance Influence of Antutu Scores
Completely Ignore
4%
Not Aware
26%
Only Consider
Yes 32%
48% Definitely by Antutu
64%
No
26%
Users consider Antutu benchmarking scores extensively to decide about processors. 2 of 3 users who consult Antutu,
definitely go by its advice.User Challenges in Smart Devices?
100%
Repairs and Services is
90%
on the top of mind of
80% users as the critical
challenge in using
70%
Smart Devices. Nearly
60%
half of the Connected
50% Indians feel so.
40%
The good news is that
30% users don’t feel there is
20% a need for ecosystem
to evolve and these
10%
devices are pluggable
0% in the existing
TV Speakers Buds / TWS Smart Light Smart Smart Home Streaming STB Gaming Surveillance Tablets
Watch Appliances Sticks environments.
Repairs & Service Maturity of Ecosystem Pricing Use Cases Complexity of Operation OthersWhen Exploring Buying Smart Device?
100%
Diwali is anyways the
90%
most preferred
80% shopping period even
for Smart Devices and
70%
other electronics.
60%
50% Due to 1st half of the
year almost wiping off,
40%
the pent up demand is
30% likely to be fulfilled
20% during the festive
season.
10%
0%
TV Speakers Buds / TWS Smart Light Smart Smart Home Streaming STB Gaming Surveillance Tablets
Watch Appliances Sticks
Immediately Diwali Period Year end 2020 Next Year UndecidedSmart Device Sweet Spots
100%
There is an opportunity
90%
for Smart TV in almost
80% all major price
segments. People are
70%
looking for this device
60% to enhance their family
entertainment
50%
experience and
40%
leverage from OTT and
30% other content available.
20%
10%
0%
TV Smart Watch Smart Home Appliances Gaming Tablets
Under 10,000 10,000- 20,000 20,000 - 40,000 40,000-60,000 60,000-80,000 80,000-1,00,000 More than 1,00,000What is changing / What needs to change? § There is a high intent among users to become Connected and Smart Users to benefit from tangible benefits that are accruing by investing in these devices. § The Smart Device ecosystem, which essentially emanates from the Smartphone ecosystem also needs to evolve to new form factors and use cases. While from OS point of view, Google has already enabled optimized versions of Android for particular device categories, the chipset ecosystem is gearing up and different players are at different stages of this evolution. The display component suppliers also see this as a multi-facet opportunity. § The content (not only entertainment), also needs to adopt to various form factors. This not only means repurposing but in certain cases re-visualising the entire thing. § Smartphones will continue to be the first Smart enablement where from the user journey will get on to other devices.
The Connected Indian Consumer
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