- Processor (35%) and Camera (29%) are the two top-most important parameters influencing consumers’ smartphone choices.
- Importance of the processor as a key purchase factor increased to 86%, strengthened compared to last year (78%).
- MediaTek’s NPS increased by 20 points, with high satisfaction with overall performance (59%), followed by gaming experience (55%) and battery efficiency (51%).
New Delhi, Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, Seoul, Taipei, Tokyo – November 12, 2026
Smartphone chipsets are becoming a more important factor in consumers’ smartphone buying decisions. According to Counterpoint Research’s latest survey among smartphone users across India, 86% consider the chipset very important when buying a smartphone, up from 78% in Q3 2025. This importance is even higher among consumers planning to buy a premium smartphone, highlighting the processor's growing role in purchase decisions.
Combination of processor and camera can be a winning formula
35% of respondents ranked processor performance as the top priority when buying their next smartphone, followed by camera quality (29%) and battery life (13%). Both processor performance and camera quality gained importance YoY, while importance for battery life remained stable.
Further, as smartphone prices continue to rise, 6 in 10 consumers refuse to compromise on core features such as processor performance, camera quality, and battery life. When considering non-negotiable smartphone features during price hikes, males kept processor performance (34%) as ranked first followed by camera quality (32%), while females prioritized camera quality (32%) followed by processor performance (26%).
Why do buyers care about smartphone chipsets?
Around 7 in 10 consumers value chipsets for better performance (69%), smoother multitasking (68%) and gaming (66%), while more than half recognise the role of chipsets in improving camera quality (54%), battery efficiency (52%) and AI features (52%).
Prices are rising, and buyers’ expectations too.
While commenting on increasing smartphone costs and their impact on consumer buying behavior, Counterpoint Analyst Abhijeet Paleja said, “Processor has consistently ranked as the top key buying factor for smartphone purchases, and its position has only strengthened as consumers look for smooth multitasking, gaming and AI-led experiences. At the same time, the camera is steadily gaining importance and has been closing the gap with processor over time. With smartphone prices rising and brands degrading specs to manage costs, consumers are becoming more selective about where they want value. A strong processor paired with a capable camera is a compelling package, because it covers the two things consumers care about most and delivers an experience that doesn’t feel compromised.”
User preference, satisfaction and NPS
The survey further highlights that 1 in 4 consumers prefer MediaTek for their next smartphone, up from 17% in Q3 2025 to 24% in Q3 2026.
With a focus on tech-aware respondents for this survey, the likelihood of recommending MediaTek to others improved by over 20 points, with a Net Promoter Score (NPS) of +47. This NPS was achieved because of positive user experiences across key performance areas, with satisfaction levels closer to those of smartphone users using other chipsets in select areas. Nearly 6 out of 10 MediaTek-powered smartphone users are satisfied with overall performance (59%) and gaming experience (55%), while 51% report satisfaction with battery efficiency.
“MediaTek leads the Indian smartphone market with a 45% market share in Q3 2026, compared with Qualcomm’s 22%. However, when it comes to brand preference and consumer aspiration, Qualcomm continues to lead, supported by its strong performance-led positioning in the flagship segment, followed by MediaTek. That said, MediaTek is steadily improving its position in brand preference as well, backed by higher NPS and user satisfaction. Its growing consumer confidence and stronger performance across both mainstream and flagship segments position it as an increasingly competitive player in the market.” Said by Senior Analyst, Arushi Chawla.
About Survey
Counterpoint Research surveyed 2,016 tech-literate smartphone users aged 18–64 across India to understand their chipset preferences, brand perceptions, satisfaction, purchase priorities and price sensitivity.
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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