91mobiles, India's no. 1 gadget discovery site, has today released its Consumer Insights Study 2.0.
The first phase of the release was to understand the issues people face on their smartphones and the features they look out for when making a choice for their next smartphone, while the second phase is focused on understanding brand loyalty and switching preferences.
The study aims to understand the inclination of consumers towards the competing smartphone brands that are rapidly evolving in the space.
Based on the analysis of responses from over 15,000+ users across the country in the age group of 18-30 years, here's what the 91mobiles Consumer Insights Study 2.0 found out.
On value for money and user recommendation
Over 90% of OnePlus users rated their smartphones the highest on value, followed by Xiaomi and Honor at 76% each. In terms of the most recommended brands, OnePlus yet again managed to achieve the number 1 position with over 90% users recommending it, followed by Xiaomi at 83%.
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On the issues smartphone users face
On overall service-related issues, it's Honor that leads the way, with just under 13% of its users having to take their phones in for service. The same figure for most other key brands like Xiaomi, Nokia, Apple and Samsung averages around 23%.
When it comes to specific issues:
Apple stands out amongst the lot with the least camera-related problems followed by Samsung.
OnePlus smartphone owners reported the least slowdowns over time with just 6% users facing problems, followed by Apple at 12%. Lenovo fared the worst, with over 40% users reporting slowdowns.
OnePlus also fared the best in terms of battery reliability, with just 13% users saying they faced trouble. Apple stands at the other end of the spectrum, with almost 40% users reporting battery-related concerns.
On brand loyalty and shifting preferences
In terms of understanding consumer loyalty for the brands, the Consumer Insights study has found that OnePlus should be able to retain 60% of its current users when they upgrade to their next phone, whereas Apple and Samsung find their way in the middle with 51% and 42% respectively. Xiaomi enjoys strong customer loyalty as well (54%), but interestingly, 17% of its current users want to migrate to POCO next.
In terms of future predictions, Samsung may face a drop in terms of user base, while Xiaomi could continue its upward trend. However, Apple, OnePlus and Nokia stand out as brands likely to show substantial growth in the near future, the study suggested.
"Over the last five years, 91mobiles has become India's largest gadget discovery site, enabling consumers to take smarter decisions while buying smartphones. The Consumer Insights Survey 2018 was our attempt to get consumer feedback on how some of the popular smartphones & brands have fared in real-life usage. With over 15,000 respondents, and 200,000 data points, this is perhaps the most authoritative multi-brand survey on consumer satisfaction with the phones they use, and a predictor of which brands are likely to be in the ascendancy," said Nitin Mathur, co-founder of 91mobiles.com.