• According to the survey, “Brand for the young” and Young people’s choice” were the primary associated values for realme in the 18-30 age group.
• “Brand for the young” is more about the functional benefit they can get from realme, which translates into good specifications at an affordable price.
• “Young people’s choice” expresses more the emotional aspect, such as adapting to current trends, but at a price that young people can pay. 
• Camera was an important consideration for the survey respondents when buying a smartphone.

Jakarta, London, San Diego, New Delhi, Beijing, Buenos Aires, Seoul, Hong Kong – February 8, 2024

Smartphones have been increasingly used by Indonesians as an online platform interface for undertaking daily activities and interacting with others. The country’s youth segment (18-30 years old) is among the most active smartphone users and considers the device as part of their lifestyle. The features, specifications, technology and value for money are big concerns for this demographic when buying a smartphone. This generation also tends to avoid the FOMO (fear of missing out) trap and hunts for smartphone brands that continue to innovate and follow trends.

Against this backdrop, Counterpoint Research conducted a consumer survey among more than 1,000 people in Tier 1 and Tier 2 cities of Indonesia to find out how the country’s young generation perceives smartphone brands when it comes to meeting their requirements. A qualitative survey followed by an online survey was performed to collect insights from smartphone owners in the 18-30 age group who had been using smartphones for more than three months.

According to the survey, realme can be described as a youth-focused brand. The survey attributes two primary associated values to realme as a smartphone brand – “brand for the young” and “young people’s choice”. “Brand for the young” is more about the functional benefit Indonesia’s young generation can get from realme, which translates into good specifications at an affordable price. “Young people’s choice” expresses more the emotional aspect, such as adapting to current trends, but at a price that young people can pay.

“Brand for the young” is predominantly linked with realme by individuals in the 22-24 and 25-27 age groups, while “young people’s choice” resonates most with those in the 18-21 age group. The two associated values go well with the 28-30 age group.

Source: Counterpoint Research’s ‘Exploring Associated Values of Smartphone Brand Among Youth’ consumer study

Commenting on realme’s associated values, Senior Analyst Febriman Abdillah said, “With these associated values, realme can strengthen its appeal among young people, who need a trendy and stylish smartphone with the latest features at an affordable price. The young generation is looking for technology that can make its activities easier, while also looking for ways to not be left behind. We see realme is bringing more of the latest technology trends into its smartphone, such as a camera system with trendy rear camera design, fast charging, NFC including stylish smartphone design that suits the needs of young people.”

This survey was conducted in partnership, to understand how the country’s young generation perceives smartphone brands when it comes to meeting their requirements.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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