The Great Indian Smartphone Survey 2023
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Insights from our latest smartphone survey, with information on ownership patterns, brand loyalty and more.
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The Great Indian Smartphone Survey 2023
- 1. The Great Indian Smartphone Survey (August 2023) Voice of 12,000+ users India’s #1 Gadget Discovery Site
- 2. Key questions asked in the survey Which brand of smartphone people own currently How satisfied people are with their current device Peoples’ rating on quality of after-sales support Which smartphone brand people would like to own next When people are planning to buy their next phone 1 2 3 4 5
- 3. Demographic split and methodology Demographic Split of Respondents Survey Methodology Gender: 84% men 16% women Region: North 46% West 28% East 14% South 12% Survey was conducted via Google forms For response collection, survey was distributed on 91mobiles’ site and social channels Notes: 1) In this report, respondent data from 2022 has been compared with respondent data from 2023, where applicable, to analyse trends. 2) For slides with more than one graph, each graph is set to its own scale Age: 3% below 18 years 22% between 18 and 24 years 35% between 25 and 34 years 26% between 35 and 44 years 14% above 44 years
- 4. Trends in smartphone ownership
- 5. Smartphone brands people own today Samsung is at the top with 20% people owning its smartphones Breakup of smartphone brands owned by people currently Samsung, 19.8% Xiaomi, 16.5% Realme, 14.3% Vivo, 11.7% OPPO, 8.9% OnePlus, 6.1% Motorola, 3.6% POCO, 3.2% Apple, 3.0% Infinix, 2.2% Nothing, 1.9% iQOO, 1.8% Tecno, 1.3% Google, 0.9% Other, 4.9%
- 6. Vivo Samsung Smartphone brands that have gained in ownership share (From Aug 2022 to Aug 2023) 17.0% 19.8% Aug 2022 Aug 2023 % of people owning Samsung devices 9.7% 11.7% Aug 2022 Aug 2023 % of people owning Vivo devices
- 7. Motorola Smartphone brands that have gained in ownership share (From Aug 2022 to Aug 2023) Nothing 1.9% 3.6% Aug 2022 Aug 2023 % of people owning Motorola devices 0.4% 1.9% Aug 2022 Aug 2023 % of people owning Nothing devices
- 8. OPPO Realme Smartphone brands that have gained in ownership share (From Aug 2022 to Aug 2023) 13.2% 14.3% Aug 2022 Aug 2023 % of people owning Realme devices 8.5% 8.9% Aug 2022 Aug 2023 % of people owning OPPO devices
- 9. Infinix Tecno Google 1.0% 1.3% Aug 2022 Aug 2023 % of people owning Tecno devices 0.7% 0.9% Aug 2022 Aug 2022 % of people owning Google devices Smartphone brands that have gained in ownership share (From Aug 2022 to Aug 2023) 1.9% 2.2% Aug 2022 Aug 2023 % of people owning Infinix devices
- 10. Xiaomi OnePlus Smartphone brands that have declined in ownership share (From Aug 2022 to Aug 2023) 18.8% 16.5% Aug 2022 Aug 2023 % of people owning Xiaomi devices 8.3% 6.1% Aug 2022 Aug 2023 % of people owning OnePlus devices
- 11. POCO Smartphone brands that have declined in ownership share (From Aug 2022 to Aug 2023) 4.3% 3.2% Aug 2022 Aug 2023 % of people owning POCO devices iQOO 2.7% 1.8% Aug 2022 Aug 2023 % of people owning iQOO devices
- 12. Breakup of smartphone brands people plan to buy next* Breakup of smartphone brands people plan to buy next Samsung is the most preferred brand, followed by OnePlus *This data is more indicative of which smartphone brand people aspire to buy next. Samsung, 18.3% OnePlus, 16.3% Apple, 12.7% Realme, 7.7% Xiaomi, 6.7% Vivo, 6.7% Motorola, 6.0% OPPO, 5.3% Nothing, 5.0% iQOO, 3.2% Google, 3.0% Infinix, 2.6% POCO, 1.4% Nokia, 0.9% ASUS, 0.9% Tecno, 0.6% Micromax, 0.3% Other, 2.5%
- 13. 10.2% 9.7% 3.1% 2.4% 1.4% 0.4% -0.7% -1.5% -1.8% -3.6% -5.0% -6.6% -9.8% OnePlus Apple Nothing Motorola iQOO Infinix Tecno Samsung POCO OPPO Vivo Realme Xiaomi How ownership share of brands may change in the future OnePlus is likely to gain the most users, while Xiaomi may lose the most Current 6.1% 3.0% 1.9% 3.6% 1.8% 2.2% 1.3% 19.8% 3.2% 8.9% 11.7% 14.3% 16.5% Future 16.3% 12.7% 5.0% 6.0% 3.2% 2.6% 0.6% 18.3% 1.4% 5.3% 6.7% 7.7% 6.7% Share* *Refers to ownership share of smartphone brands people own now and smartphone brands they plan to buy in the future Difference between smartphone brands people plan to buy next and smartphone brands they own currently
- 14. – The Great Indian Smartphone Survey 2023 by 91mobiles Recap of best-performing brands
- 15. User satisfaction with current smartphone brand
- 16. User satisfaction with phone’s battery Infinix is the best brand in terms of battery reliability
- 17. User satisfaction with phone’s speed Apple tops the list with ~80% users saying they are happy with their phone’s speed
- 18. User satisfaction with phone’s rear camera Apple users are the happiest with its rear camera
- 19. User satisfaction with phone’s front camera Apple users are the happiest with its front camera as well
- 20. User satisfaction with phone’s display capabilities Apple offers the best screen capabilities
- 21. User satisfaction with phone’s software Apple dethrones Nothing in best software performance
- 22. The most value-for-money (VFM) brands Apple tops the list overtaking iQOO as the most VFM brand
- 23. Overall user satisfaction by brand Apple claims pole position with 70% users saying they are happy with their phones
- 24. Recap of best-performing brands – The Great Indian Smartphone Survey 2023 by 91mobiles
- 25. Service Quality
- 26. Service centre visits and experience 5 in 10 people have visited a service centre to fix their phone’s issues If you had to take your smartphone to a service centre, how was the quality of service provided? Very good, 10.1% Good, 14.0% Average, 16.3% Poor, 4.7% Very poor, 4.3% Have not taken my smartphone to a service centre, 50.6%
- 27. User satisfaction with service quality Apple continues to have the best service quality
- 28. Recap of best-performing brands – The Great Indian Smartphone Survey 2023 by 91mobiles
- 29. Brand Loyalty
- 30. Brand loyalty / customer retention Apple tops the list as the brand with the most loyal users % of people likely to buy from the same smartphone brand when they upgrade next 59.1% 45.8% 43.1% 38.1% 32.7% 32.2% 30.4% 26.3% 26.0% 24.1% 21.7% 14.2% 9.0% Apple Nothing Samsung OnePlus Infinix Motorola iQOO Vivo OPPO Xiaomi Realme POCO Tecno
- 31. How major brands will lose when users upgrade next Vivo users planning to switch to OnePlus 16.9% Apple 12.5% Samsung 10.8% Samsung users planning to switch to OnePlus 14.5% Apple 10.3% Realme 4.6% Xiaomi users planning to switch to OnePlus 18.7% Samsung 13.4% Apple 8.1% Realme users planning to switch to OnePlus 16.6% Apple 12.5% Samsung 12.3% OPPO users planning to switch to OnePlus 16.4% Apple 11.8% Samsung 11.1% OnePlus users planning to switch to Apple 19.5% Samsung 13.6% Nothing 5.8% Brand-wise % of people who wish to move to other brands from their current ones
- 32. How major brands will lose when users upgrade next Infinix users planning to switch to Realme 14.5% Samsung 10.0% Vivo 6.8% Apple users planning to switch to Samsung 20.3% OnePlus 3.7% Nothing 2.0% POCO users planning to switch to Apple 12.4% OnePlus 11.5% Samsung 9.9% iQOO users planning to switch to Apple 17.9% OnePlus 14.7% Samsung 10.9% Motorola users planning to switch to OnePlus 13.6% Samsung 13.6% Apple 8.4% Tecno users planning to switch to Realme 12.8% OnePlus 9.8% Samsung 9.0% Brand-wise % of people who wish to move to other brands from their current ones
- 33. Recap of best-performing brands – The Great Indian Smartphone Survey 2023 by 91mobiles
- 34. When and where people plan to buy their next phone
- 35. When people plan to buy their next phone 38% said during the pre-Diwali festive sales When are you planning to buy your next smartphone? During the pre-Diwali festive sales (Amazon Great Indian Festival, Flipkart Big Billion Days, etc.), 38.0% In the next 5 to 6 months, 24.6% I'm not looking to buy a phone anytime soon, 37.4%
- 36. Latest smartphone features that people want High resolution camera is the most sought-after feature Latest features that people want in their phones High-resolution cameras (64MP, 108MP etc.), 28.1% High screen refresh rate (60Hz, 120Hz etc.), 21.4% Waterproofing, 16.9% Fast charge support (30W and above), 13.0% Wireless charging, 7.7%
- 37. Where people would prefer to buy a new phone if… Online and offline price are the same Online price is ₹1000 cheaper than offline Offline price is ₹1000 cheaper than online Online, 36.4% Offline, 33.3% Not sure, 30.3% Online, 51.9% Offline, 20.9% Not sure, 27.2% Online, 23.8% Offline, 41.7% Not sure, 34.5%
- 38. Which of these products would you consider buying, if you get good deals during the upcoming festive sales? Smartwatch / Fitness tracker, 17.3% Earphones / Headphones / Speakers, 13.5% Laptops, 13.3% Smart TV , 10.6% Tablets, 4.3% Wireless charger, 3.2% Other, 16.0% Not looking to buy any, 21.8% Likelihood to buy new products in the upcoming festive sales 6 in 10 people would buy some type of gadget if they get good deals
- 39. Flipkart, 40.7% Amazon.in, 27.0% Brand's own store (Samsung.com, Mi.com, OPPO Store, etc.), 22.8% Other e-commerce stores (Tata CliQ, Happi Mobiles, etc.), 9.5% Where people prefer to buy a new phone online Almost 4 in 10 people prefer Flipkart Which online store would you prefer to buy your next phone on (if there is no difference in price)?
- 40. Recap – The Great Indian Smartphone Survey 2023 by 91mobiles
Editor's Notes
- Price segment