To understand what drives today’s smartphone choices, Counterpoint conducted a consumer survey across multiple brands and price segments in India. The study covered over 1,000 smartphone users from Tier 1 cities and beyond — all of whom were the primary decision-makers in their smartphone purchases. The respondents were a heterogeneous mix spanning different genders, income levels and occupations.

According to the survey, processor performance, battery life and storage capacity emerged as the top three factors driving the purchase decision. Notably, battery life was ranked the #1 factor by 15% of users planning to buy a smartphone in the sub-INR 20,000 segment.

Smartphones have become an essential part of daily life — not just for communication, but also for entertainment, work, digital payments and staying organized. For many users, particularly those in the affordable segment, a smartphone is their main gateway to the internet and digital services. In short, it is not just a phone — it is a lifeline.

That is why choosing the right device is a big decision. For most, it is a long-term investment — and they want a phone that offers the right mix of performance, battery life, durability, and ease of use.

According to Counterpoint’s India Shipment Tracker, January-May 2025, the average battery capacity of smartphones in India stands at 5212 mAh. And as dependence on smartphones grows, so do expectations. Users rely on their phones for everything – social media, digital payments, photography, streaming, taking notes, booking transport, ordering essentials, and even managing tasks through AI. To support all of this, a smooth, consistent performance and strong battery life are essential.

At the same time, in-depth interviews revealed users are increasingly aware that larger batteries often result in bulkier phones. While they want long-lasting batteries, they also prefer devices that are easy to carry and hold. This presents a clear opportunity for smartphone brands: to deliver all-day performance without compromising on design or comfort. For the budget segment, battery life isn’t just a feature — it’s a deal-breaker.

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.