OnePlus emerges as premium Android smartphone brand of choice in India as per Techarc Premium Smart Tech Survey


Gurugram (Haryana) [India], Sep 21 (ANI/NewsVoir): A study conducted by Techarc among premium Android users found that the trend towards building a smart tech lifestyle is growing. Users are buying multiple devices, with smartphone being the focal point, while Smart TV, TWS Earbuds and Smart Watch are the other three key devices that define this lifestyle. There is also a gradual increase in the adoption of other smart home devices, gradually contributing to a holistic, intelligent and premium experience. Faisal Kawoosa, Chief Analyst at Techarc, shared the key takeaways: “In the premium segment, the overall experience and brand pedigree are just as important as the features and specifications offered. Over the years, OnePlus has balanced all of these critical aspects well, earning it desirable value within the Android ecosystem.”

“Today, premium users are willing to trust OnePlus on other devices like Smart TV and TWS Earbuds, recognizing its performance in smartphones. However, it should additionally focus on smart watch. While Samsung maintains its established stature, Xiaomi is a newcomer to the zone,” added Faisal. The study further found that 2 out of 3 premium users surveyed consider seamless connectivity between these devices to be extremely important to deliver the experience they want. The premium users appreciate that these devices can “talk” to each other, for which they shouldn’t make any pro-level efforts or buy additional hardware/accessories, while at the same time, the smartphone-focused connectivity should be extremely user-friendly to use be.

Key Report Highlights: Premium Smart Tech Lifestyle

– Users in this segment are primarily brand conscious and consider the brand of the device strongly in the premium category. Across all devices, more than 1 in 3 users consider brand name to be an important factor in helping them determine a brand’s premium outlook. Since its inception, OnePlus has positioned itself as a premium brand with no dilution compared to Samsung, which is spread across segments catering to different user groups. The new brand in the Zone, Xiaomi, also faces a similar challenge. – 2 out of 3 Premium users consider seamless connectivity to be a crucial factor in delivering the experience they want. This is due to the fact that premium users want anytime, anywhere and on any device an experience that can only be achieved through seamless connectivity of these gadgets to share content and control other devices.

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– Aside from the brand being premium in terms of positioning, users in this segment prefer to buy from the brands that can also offer the best quality along with top-notch features and specifications. For this reason, brands that specialize in such products are bought more often than those that are only labeled as “premium”. – The premium users mainly buy devices through online channels. In the offline medium, there is a growing preference for brand-exclusive retail outlets.

– While traditional smart device use cases continue to dominate, premium segment interactive and immersive use cases are catching up fast. smart phone

– 58 percent of premium users use their smartphones for video content and applications, making it the top use case for applications in this segment. While all major brands have tried to improve performance for videos, OnePlus is proactive in taking users’ pulse by introducing phones with specs like 120Hz refresh rate, fast charging and higher aspect ratio to encourage video consumption with immersive experience. By brand, 62 percent of OnePlus users consume video apps and content, the highest of any premium brand. – Among the top 3 premium smartphone brands, OnePlus has the highest satisfaction rate (88 percent), followed by Xiaomi (83 percent) and Samsung (81 percent), in that order. Users value overall performance as the top decision criterion for their satisfaction with a premium smartphone.

– Smartphone brand tops the factors that define premium for users, with 38 percent of respondents considering it a key factor, followed by features and specifications at 26 percent. – The Indian consumer in the premium segment is value-conscious and appreciates brands with a longer shelf life. Among premium brands, 19 percent of OnePlus users use the same model for extended periods of time, followed by a tie between Samsung and Vivo at 17 percent each.

– 82 percent of respondents had purchased their premium smartphone through online channels, with e-commerce marketplaces contributing to 82 percent of those purchases. Among the offline channels, branded stores lead with 43 percent of the total offline sales. Smart TV

– 30 percent of premium smart TV users use it for OTT apps, indicating that it is still mainly used as a unidirectional device. – Interactive applications such as gaming and video calls are emerging as the new use cases of Smart TVs. For these, the premium smart TV users need to recalibrate the device and make it an interactive smart TV while improving the immersive experience.

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– While Brand tops the list with 34 percent of respondents believing this is the reason they feel premium, 18 percent of respondents believed audiovisual experience is a factor driving premium alignment of Smart TVs defined. – The market leader Sony is still the up-and-coming brand for 26 percent of those surveyed. Interestingly, OnePlus is the second emerging smart TV brand in the premium segment, with 22 percent of respondents choosing it as their desired smart TV brand.

– Among brands believed to offer longer model life, Samsung leads with 23 percent of premium smart TV users opting for it. – OnePlus is the only premium brand in the smart TV segment alongside established TV companies such as Sony, LG and Samsung. Although Redmi is also used by around 13 percent of premium users, the brand is not considered a premium brand in the smart device ecosystem.

– 78 percent of respondents had purchased their smart TV from an online marketplace, while 45 percent of those who bought it offline preferred the Large Format Retail (LFR) stores where they could experience multiple brands. TWS earbuds

– As TWS becomes a very fragmented market that spans a range of price points, brand is the main factor that determines whether the wearable is premium or not. 38 percent of respondents see the brand as a key factor. – Apart from the overall quality and price, the wearing comfort of a TWS also determines the premium feel of the wearable. 14 percent of respondents cited convenience as a factor that defines the premium at TWS buds.

– OnePlus and Samsung are the two up-and-coming TWS earbud brands, each voted for by 14 percent of respondents. JBL follows with 11 percent. – Among premium brands, OnePlus Buds are considered to last longer, with 25 percent of respondents agreeing. It is followed by JBL and Samsung with 17 percent and 13 percent respectively.

– 92 percent of respondents in the Premium category purchased their TWS earbuds through online media. Of these, 91 percent had bought it from an online marketplace. Offline, 52 percent of respondents had purchased it from a Large Format Retail (LFR) store. – As features rapidly cascade in lower segments of TWS earbuds, the premium brands need to look for faster innovations that could sustain in this category for a significant amount of time so that users can find tangible reasons to stay in this category other than audio quality Premium to put offered in this segment.

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Smart Watch – The smart watch is mainly used for notifications and reminders in the premium segment. 34 percent of respondents saw this as their primary use case. Other smart watch use cases included fitness tracking, communication apps, and music, in that order. With the increasing spread of smart home and IoT devices in our homes and offices, the smart watch is also seen as a handy gadget to control them. 11 percent of respondents used their smartwatches to control devices such as their smart TV.

– The brand of the smartwatch plays a key role in defining it as a premium category watch. 15 percent of those surveyed consider appearance and design to be a factor that makes a smartwatch appear premium. – Samsung, Garmin and Fossil are the top three premium smartwatch brands. Other premium brands, such as OnePlus, have a relatively low presence, but are seen as a premium offering by users.

– 95 percent of smartwatches were purchased online, of which 68 percent of users had owned their smartwatch through an online marketplace. When it came to offline, more than half (52 percent) preferred to shop at brand-exclusive stores. This suggests that brands have a strong preference for smartwatches and are opting for a specific brand that they can find in their retail store. Conducted in online mode, the survey was conducted among about 1500 premium Android users of 4 major smart tech products such as smartphones, smart TV, TWS earbuds and smart watch. A structured questionnaire was designed to collect views from users who own a smartphone valued at Rs 25,000 or more. The study was conducted among a fairly distributed sample representing a mix of socioeconomic profiles living in large cities (62 percent) and non-large cities (38 percent).

This story was provided by NewsVoir. ANI is in no way responsible for the content of this article. (ANI/NewsVoir)

(This story has not been edited by Devdiscourse staff and is auto-generated from a syndicated feed.)



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