A new
report from CyberMedia Research (CMR), India’s premier technology market
research and advisory firm, reveals a dynamic shift in consumer preferences
within the country's mobile phone market. While feature phones remain a
lifeline for many, India is experiencing a surge in digital acceleration,
driving a renewed interest in affordable 4G smartphones and even 5G offerings
within the sub-INR 10,000 segment. The report reveals that itel stays a top
choice for users looking for 4G and 5G budget friendly smartphones, offering
unparalleled value propositions and cutting-edge technology. This preference is
driven by itel's commitment to delivering high-value propositions,
first-in-segment features, and integrating cutting-edge technology, all within
budget friendly price bracket.
The consumer
study by CMR, covering >2,000 mobile phone users across major Indian cities,
reveals that three in four feature phone users’ express interest in switching
to smartphones, primarily in INR 6,000 to INR 8,000 price range. Even the
consumers using feature phone are increasingly preferring feature phones that
provide longer battery life (78%), ease of use (74%), affordability (57%) and
offer digital capabilities. Notably, three in four users’ express interest in
switching to smartphones, primarily in INR 6,000 to INR 8,000 price
range.
Arijeet
Talapatra, CEO, Transsion India, said,
"itel's focus on device features & and user-friendly design not only
advocates user preference, but also ensures that individuals in deep Bharat
stay connected with their loved ones, access important information, and become
an important part of India’s socio-economic development. At itel, our
unwavering focus on research and development enables us to deliver cutting-edge
features tailored to our vibrant, youthful audience in both feature phone and
smartphone category. Renowned for our trustworthiness and unbeatable value, we
are dedicated to understanding and meeting the evolving needs of Gen Z and New
Bharat.”
Key Study Highlights:
Shifting Needs, Expanding Usage: The
study highlights a change in how feature phones are used. Indians spend an
average of 3 hours daily on calls (87%), alarms (72%), and texting (62%).
Interestingly, one-third utilize apps like weather (47%), news (34%), and
social media (24%).
Limitations Drive
Upgrade Desire: While acknowledging benefits, users cite
drawbacks of feature phones like poor camera quality (62%), lack of advanced
apps (56%), and limited internet access (53%), fueling the shift to
smartphones, including 5G models.
itel Captures Feature
Phone Loyalty, Ready for Upgrade Wave: Samsung enjoys
the highest brand awareness (74%) for feature phones, but itel stands
out with the highest conversion rates – 61% from awareness to trial and an
impressive 86% from trial to current usage. itel also leads in overall
satisfaction (94%), brand loyalty (94%), and advocacy (24% NPS score).
According to Prabhu Ram, Head - Industry
Intelligence Group (IIG), CyberMedia Research (CMR), “Our research
identifies a key trend: consumers are increasingly seeking feature phones with
a more premium experience, including features like UPI payments. However, the
inherent limitations of these devices are ultimately driving them towards
smartphones, particularly affordable 4G and 5G models. Brands like itel, which
excel in both budget-friendly smartphones and feature phones, are well-
positioned to capitalize on this shift, especially among Gen Z and millennials.
itel's impressive conversion rates and strong brand loyalty are a testament to
their understanding of the needs of value-conscious Indian consumers.”
Note to Editors:
For
results based on the randomly chosen sample size of >2,000 mobile phone
users, there is 95% confidence that the findings have a statistical precision
of plus or minus 5%, accurately reflecting the sentiments of the broader
population.
The study covered consumers in
the age group of 18 to 50 years across Amritsar, Bengaluru, Bhopal,
Bhubaneshwar, Coimbatore, New Delhi, Kochi, Nasik, Patna and Varanasi.
About itel:
Established over 16 years, itel is a
reliable smart life brand for everyone. Adopting “Enjoy Better Life” as its
brand philosophy, itel’s mission is to provide budget-friendly consumer
electronic products to everyone. It democratizes technology by giving entry to
technology and connectedness to consumers without prior access to it. After
more than 16 years of development, itel has expanded its presence in more than
50 emerging markets globally. itel has a product portfolio of smartphones, TV,
accessories, electrics, speakers, home appliances and laptop products and in
2021, it ranked No.1 Global Smartphone brand under $75 and No.1 feature phone
brand.
For more information, please visit:
Website: www.itel-india.com | Facebook: itelmobileindia |Instagram: itel_india | Twitter: itel_india
About CMR:
CyberMedia Research (CMR) offers industry
intelligence, consulting, and marketing services, catering to a diverse
clientele, including SMBs, Large Enterprises, Associations, and Government
entities. With a rich portfolio of syndicated reports and custom research
capabilities, CMR provides insights across multiple industries, markets, and
geographies.