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. 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.
According to Prabhu Ram, Head-Industry Intelligence Group, CMR, “These interesting study findings provide us with a basis to better understand evolving consumer aspirations around smartphone audio. 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 & 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.”
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%
Online content consumption – movies and music, have witnessed a tremendous growth, driven by the ubiquitous smartphones. Over the past few years, the rise of affordable and value for money smartphones has fueled content consumption, on-the-go, and at home.
India loves to binge watch on video streaming platforms, cutting across genres, including episodic content and user-generated video content on social media. In the midst of the pandemic, OTT platforms are benefiting from increased viewership, as well as new subscribers. Amongst the three cohorts, Digital Natives tend to spend more time on OTT platforms & rate audio as the most important factor considered while buying their current smartphone.