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Consumers are prioritizing audio quality over camera in their smartphone purchase: CMR study
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Bhubaneswar(26/08/2020): As per a new study by Cyber Media Research (CMR), Indian Consumers are now prioritising audio quality as a key smartphone purchase driver ahead of camera and battery.In fact across all parameters one in every four users have stated audio quality as the most important factor while selecting their smartphone.For the first time ever, consumers are more tuned into ‘audio quality’, possibly driven by long hours spent alone in a homebound economy.In doing so, they are also seeking better, immersive experiences.“Given the advancements in smartphone camera and battery, I believe consumers are mostly satisfied with industry-leading innovations therein.On the other hand, in the current homebound economy, consumers are getting more aware, and paying more heed to audio quality,”said Satya Mohanty, Head-Industry Consulting Group, CMR.According to Prabhu Ram, Head-Industry Intelligence Group, CMR, “These interesting study findings provide us with a basis to better understand evolving consumer aspirations around smartphone audio.Across use cases, ranging from OTT consumption to mobile gaming& even UGC, consumers seek more high-quality sound.This is where brands with industry-leading innovations, such as Dolby, will stand to shine and fulfill consumer aspirations.” The CMR study titled “What Audio Means for Indian Smartphone users?” categorizes Indian consumers, based on their audio consumption patterns, into three broad cohorts: Digital Natives who spend >20 hours weekly(39%), Digital Dependents who spend 10-20 hours weekly (44%) and Digital Laggards who spend < 10 hours weekly (17%).Amongst the three cohorts, Digital Natives tend to spend more time on OTT platforms& rate audio as the most important factor considered while buying their current smartphone.Indians consider audio quality as one of the most important factors in their next smartphone purchase with a score of 66 out of 100, followed by Battery Life at 61, and Camera at 60.Smartphone users consume audio mostly through .