• “Value for money” and “latest technology” are the top parameters people in India focus on when purchasing a smartphone, with 25% and 18% of the respondents opting for these parameters, respectively.
• realme (58%), Xiaomi (54%) and vivo (53%) were the top-rated in terms of popularity among the youth (16-25 age group).
• “Young”, “Modern” and “Playful” are the most popular words used to describe realme.
• realme leads among the youth in offering latest technology (62%), value for money (63%) and stylish design (61%) in the sub-INR 20,000 price segment. realme is followed by Xiaomi on these parameters but with a big gap.

New Delhi, Beijing, Boston, Buenos Aires, Fort Collins, Hong Kong, London, Seoul, Taipei, Tokyo – June 12, 2024

Value for money (25%) and latest technology (18%) are the top parameters people in India focus on when purchasing a smartphone, according to a consumer survey conducted by Counterpoint Research. The survey also reveals that realme is the most popular smartphone brand among India’s youth, with 58% of the respondents in the 16-25 age group voting for it. The most common words with which realme is associated are “young”, “modern” and “playful”, reflecting realme’s popularity among India’s young smartphone users. realme is followed by Xiaomi (54%) and vivo (53%).

Examining the primary considerations of Indian smartphone buyers, the survey reveals that one-quarter of respondents emphasize “value for money” as a crucial factor, closely followed by “latest technology” at 18%. Further, realme emerges as the standout performer on these two parameters in the sub-INR 20,000 price bracket, particularly among the youth.

Source: India Smartphone Consumer Survey, Counterpoint Research

Commenting on smartphone brand popularity among the youth, Senior Analyst Arushi Chawla said, “The young generation approaches its smartphone purchases with strong enthusiasm. It prioritizes latest technologies, value for money and stylish designs. In India, where approximately 60% of the smartphone market falls in the sub-INR 20,000 price range, realme has established a robust position across all these three key parameters – latest technology (62%), value for money (63%) and stylish design (61%). realme is followed by Xiaomi on these parameters but with a big gap.”

Commenting on realme’s global positioning, Director Tarun Pathak said, “realme has established a strong global footprint, especially within the younger demographic. According to Counterpoint’s latest consumer surveys, realme is popular among Indonesia’s young smartphone consumers, while the brand is known for its product quality in Bangladesh. Around the world, realme has been praised for catering to young smartphone users by tailoring its strategies, product designs and pricing to their preferences.”

Disclaimer

This survey, commissioned by realme India, aimed to understand perceptions and opinions about smartphone brands among youth. Counterpoint Research conducted the survey across India, 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.