Survey: Consumers Prioritize Processors as Premium Smartphone Demand Hits New Highs in India
- The processor is increasingly becoming an important driver in smartphone purchase decisions, with its importance rising every quarter and reaching 84% in the latest survey.
- Demand for premium devices is rising as consumers are increasingly willing to spend more on their next smartphone.
- 81% of survey respondents agree that MediaTek Dimensity chipsets have a strong presence in flagship smartphones.
- 9 out of 10 consumers evaluate gaming performance before purchasing a device, and 84% of the respondents who play games are willing to buy MediaTek-powered smartphones for gaming.
Seoul, Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – March 16, 2026
India’s smartphone market is witnessing a growing shift toward premium devices, with consumers increasingly prioritizing performance and advanced features when choosing their next smartphone. As a result, the chipset has emerged as a key differentiating factor, particularly in the flagship segment where performance, gaming capability and AI features play a crucial role in the overall user experience. A recent consumer survey conducted by Counterpoint Research highlights rising awareness of premium smartphone chipsets and the strengthening presence of MediaTek’s Dimensity platforms in the category.
The survey, conducted across India among 1,173 respondents covering all tiers of towns, aimed to understand the key factors influencing smartphone purchase decisions and the importance of chipsets for users.
Chipset performance is increasingly becoming an important factor in smartphone purchase decisions, according to the consumer survey, with 84% of the respondents considering the processor as “very important”, reinforcing its position as a leading purchase driver over time. Consumer awareness of MediaTek chipsets has also strengthened significantly, with 9 out of 10 respondents being aware of MediaTek chipsets. At the same time, the Dimensity series is gaining stronger traction and improving its overall perception among users.
Dimensity ranks among the leading chipsets associated with premium smartphones, with around 74% of respondents linking it to the premium segment. Its perception in the premium category has been improving quarter over quarter. The Dimensity 9000 series is increasingly viewed as delivering performance that is in near-parity with competing flagship chipsets across key attributes, reinforcing MediaTek’s growing competitiveness in the premium segment. Snapdragon, on the other hand, continues to maintain the strongest association with premium smartphones, although competing platforms, including Dimensity and Exynos, are gradually strengthening their positioning in this segment. The Dimensity 8000 series is also gaining strong traction in the market, with shipments of smartphones powered by the platform nearly doubling YoY in Q4 2025, highlighting its growing adoption in the upper-mid segment.
Commenting on the increasing consumer preference for premium smartphones, Senior Research Analyst Shivani Parashar said, “Indian smartphone buyers are increasingly upgrading to premium devices that offer stronger performance, advanced camera capabilities and better gaming experiences. More than 85% of surveyed current premium smartphone users are willing to pay more for their next purchase, highlighting the growing appetite for higher-end smartphones. As this shift toward premium devices accelerates, chipset innovation is emerging as a key differentiator, enabling faster performance, improved gaming and enhanced camera experiences. According to the latest India Smartphone Monthly Tracker, premium smartphone shipments increased 11% YoY in 2025.
Parashar added, “According to the survey, Qualcomm, MediaTek, Apple and Samsung are the top chipset brands consumers associate with premium smartphones. As MediaTek continues to strengthen its presence in this segment, its association with premium devices is also increasing. Respondents who are using Dimensity-powered premium devices recognize them for their real-world performance, particularly in processing speed, power efficiency and overall smooth user experience.”
Commenting on the smartphone gaming trends in India, Senior Research Analyst Arushi Chawla said, “With rising dependence on smartphones, gaming capabilities increasingly serve as a benchmark for device performance. 89% of users who play games evaluate gaming performance before purchasing a device. With gaming now an integral part of smartphone usage, whether for casual players or hardcore gamers, users are spending more time on their devices. In response, chipset players like MediaTek are delivering competitive performance across price segments, supported by robust hardware and software-enabled optimizations to ensure smooth gameplay. Reflecting this shift, around 84% of the respondents have a positive perception of MediaTek-powered devices for gaming performance, with nearly half indicating they would consider purchasing a MediaTek-powered smartphone specifically for gaming.”
Disclaimer
This survey was commissioned by MediaTek India. It aimed to understand and explore the end-user's chipset awareness, perception, opinions and preferences, emphasizing the role of chipset branding in smartphone purchase decisions. Further, it aimed to analyze smartphone usage patterns, including the influence of emerging technologies. Beyond smartphones, the survey investigated awareness and the perceived importance of chipsets in vehicles. Counterpoint Research conducted the survey across India, capturing the experience of over 1,173 respondents covering all tiers of towns. We expect the survey results to be accurate within the +/- 4% range.
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.
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Counterpoint Research is a global industry and market research firm providing market data, intelligence, thought leadership and consulting across the technology ecosystem. We advise a diverse range of global clients spanning the supply chain – from chipmakers, component suppliers, manufacturers and software and application developers to service providers, channel players and investors. Our veteran team of analysts serve these clients through our offices located across the key innovation hubs, manufacturing clusters and commercial centers globally. Our analysts consistently engage with C-suite through to strategy, market intelligence, supply chain, R&D, product management, marketing, sales and others across the organization. Counterpoint’s key coverage areas: AI, Automotive, Cloud, Connectivity, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.