• Four out of every five or 80% of the respondents consider the channel of purchase an important factor in buying smartphones.
• Amazon.in (38%) was the leading choice for current smartphone purchase, followed by Flipkart (25%) and offline mobile brand showrooms (18%).
• Among those respondents who made their current smartphone purchase at Amazon.in, 30% cited trust as the primary reason for selecting the platform, the highest percentage across both online and offline platforms.
• 47% of the survey respondents prefer online platforms for their next smartphone purchase, while 41% are open to both online and offline.

New Delhi, Beijing, Boston, Buenos Aires, Fort Collins, Hong Kong, London, Seoul, Taipei, Tokyo – June 11, 2024

Amazon.in is the most trusted destination for buying smartphones in India, according to a recent consumer survey conducted by Counterpoint Research in the country. Among those respondents who made their current smartphone purchase at Amazon.in, 30% cited trust as the primary reason for selecting the platform, the highest percentage across both online and offline platforms.

The survey was conducted to understand the importance of channel selection (whether offline or online) for smartphone purchases. In all, 1,000 responses were collected online from smartphone users aged 16 and above. The responses were heterogeneous, collected across genders, age groups, monthly incomes, occupations, and Tier 1 and other cities. Besides examining the respondents’ current smartphone purchase channel and the factors influencing this decision, the survey also tried to understand their channel preference for future purchases and the influencing factors.

As many as 38% of the survey respondents preferred Amazon.in for their current smartphone purchase, followed by Flipkart at 25% and mobile brand showrooms at 18%. Further, the channel of purchase is considered important (“important” to “very important”) by four out of every five respondents when it comes to buying smartphones.

Trust emerged as a pivotal consideration for the selection of smartphone purchase platform. For those opting for the online mode of purchase, platforms such as Amazon.in and Flipkart and brand websites emerged as top choices primarily based on the respondents’ trust in the platform (29%), product availability (16%) and offers (12%). For offline channels, key reasons included the ability to physically interact with the product, trust in the store/showroom, and the option for immediate purchase.

Source: India Smartphone Consumer Survey, Counterpoint Research

Further commenting on the smartphone channel of purchase, Research Director Tarun Pathak said, “When it comes to smart devices like smartphones, hearables, laptops, PCs, tablets and smartwatches, people generally feel most at ease purchasing smartphones online. With increased awareness and internet access, comfort and trust with online ordering have improved. According to the survey, 47% of the respondents prefer buying smartphones online, with 41% open to both online and offline modes. Amazon.in remains the foremost choice for smartphone purchases across Tier I and other cities, mainly due to the trust people have in it. The convenience and efficiency of the platform further solidify this trust. With a wider product availability and speedy delivery, Amazon.in has become a go-to platform for many online shoppers.”

Disclaimer

This survey aims to understand consumers’ choice of purchase channel and factors influencing the same. Counterpoint Research conducted the survey across India in May 2024, reaching over 1,000 respondents with questions in English. Online channels were used to gather insights from smartphone users aged 16 and above. We anticipate the results to be accurate within +/- 4%.

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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