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Survey: 72% of Smartphone Users in India Experience Low-battery Anxiety

65% of smartphone users go through emotional discomfort due to battery drainage.
72% of the respondents start feeling anxious at a battery level of 20% or less*.
For 40% of users, the smartphone is the first and the last thing they use when they start or end their day.
87% of people use their smartphones when they are getting charged.
About half of the respondents charge their smartphones twice a day.
60% are likely to replace their smartphones for better battery performance.

New Delhi, Buenos Aires, Denver, London, Hong Kong, Beijing, Seoul – May 5, 2023

As many as 65% of smartphone users in India go through emotional discomfort due to battery drainage, according to a consumer study by Counterpoint Research. Further, 72% of the survey respondents start experiencing low-battery* anxiety at a battery level of 20% or less.

Counterpoint Research conducted a survey among smartphone users in India to understand the emotions they experience in the event of battery drainage. The study highlights the factors and instances that reflect low-battery anxiety in people’s everyday routines and lifestyles. It also captures how people try to deal with low-battery anxiety.

The study divides the discomfort emotions experienced due to low-battery anxiety into six categories – (1) Worried/Anxious (2) Disconnected (3) Helpless (4) Fear of missing out (FOMO) (5) Nervous (6) Unsafe. Among these, “Worried/Anxious” is the emotion experienced the most with 28% of the respondents ticking the choice. Further, for 9 out of 10 users, a higher degree of low-battery anxiety kicks in at a battery level of 30% to 50% when compared to the 0%-30% level.

40% of the respondents use their smartphones the first thing in the morning, as soon as they wake up, and the last thing before they go to bed. 42% of the respondents use smartphones most for entertainment, where social media is at the top. Further, 87% use their phones while they are being charged, and two-thirds use their phones even while they spend time with family or are working/studying. As a result, most people charge their phones multiple times daily, with 46% charging twice a day.

Commenting on low-battery anxiety, Research Director Tarun Pathak said, “We carry our world in our pocket via smartphones. From entertainment to official work to connecting with others, our smartphones execute almost everything for us. As a result, people have developed a phobia of not being able to use their phones. Further, social media being the top activity for which smartphones are used, people have this fear of missing out on things around them. That is why most people keep searching for charging opportunities and end up feeling anxious and worried about the thought of running out of battery and not being able to use their smartphones. The feeling of low-battery anxiety is the highest in the working age group of 31-40 followed by the 25-30 age group.”

On dealing with low-battery anxiety and NoMoPhobia (no-mobile phobia), Senior Analyst Arushi Chawla said, “Most people (92%) use the smartphone’s power-saving mode to ensure longer use of their device during the day, while 64% of them switch on the power-saving mode when the battery level is 20% or less. Further, 50% use a power bank, among which more than one-third use it at least once a day.”

Chawla added, “NoMoPhobia has made people decide their charging patterns accordingly. It is interesting to observe that most people depend on in-built device options like power-saving mode to ensure a longer battery life daily. Also, given the dependence people have on their phones, many (65%) limit the use of their phone to save battery for more crucial times, while 82% cut down the use of social media applications like Instagram, LinkedIn, Twitter and Facebook to save battery. Therefore, the battery is a key buying factor when purchasing a smartphone. 60% of the respondents are likely to replace their current smartphone for better battery performance.”

With the fear of not being able to use one’s smartphone on the rise, innovation as well as improvisation around smartphone battery life and longevity is an aspect that can’t be ignored.

*20% or less is considered as the level of low battery in the smartphone ecosystem.

Click here to access the full report titled ‘NoMoPhobia Low-battery Anxiety Consumer Study, 2023’.

Disclaimer

This survey was sponsored by OPPO Mobiles India to understand low-battery anxiety among smartphone users in India. Counterpoint Research conducted this survey mostly across Tier 1 cities and some Tier 2 cities to capture a sample size of more than 1,500 respondents. An online survey was performed to capture quantitative insights from online and offline buyers using their current smartphones for a duration of one to two years. We expect the results to have a statistical precision of +/- 4%.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts

Tarun Pathak

Arushi Chawla

Nitin Zod

Counterpoint Research

Survey: 28% of US Smartphone Users Highly Likely to Opt for a Foldable as Next Purchase

Samsung is the most preferred foldable brand for 46% of the respondents.
49% of the respondents rank the flip-type foldable at the top, followed by the book-type foldable.
Apple, which is yet to launch foldables, is preferred by 39% of the respondents.

Buenos Aires, Denver, London, New Delhi, Hong Kong, Beijing, Seoul – April 3, 2023

The foldable smartphone is the latest big innovation in the smartphone space, both in terms of hardware and software. The installed base of foldable smartphones in the US stood at 4.7 million in 2022, according to Counterpoint Research. To better understand opinions and preferences in the US around foldable smartphones, Counterpoint Research conducted a consumer study in the country. Some key insights from the survey:

28% of current smartphone users are highly likely to prefer a foldable smartphone as their next purchase.
Samsung is the most preferred brand for foldable purchase for 46% of the respondents, followed by Apple with 39% and Motorola with 6%.
Samsung has the highest stickiness in terms of foldable preference, with 92% of Samsung users planning to stick with the same brand when making a foldable smartphone purchase.
49% of the respondents ranked the flip-type foldable at the top, followed by the book-type foldable.
- More than half of the male respondents prefer the flip-type foldable, whereas the preference for the flip-type foldable is slightly lower among the female respondents at 47%.
- On the other hand, the preference for the book-type foldable is stronger among female respondents (40%) than male respondents (30%).
Respondents from a higher income bracket are more likely to purchase a foldable phone, with those having a monthly income of $10,000 and above most likely (41%) to opt for a foldable as their next smartphone purchase.

Foldable Preference in US: Key Survey Insights

Source: Counterpoint Research Consumer Study, US, 2022

Commenting on the survey findings, Associate Director of North America research Hanish Bhatia said, “Foldables have performed better in controlling the shift from Android to iOS. However, we don’t expect foldables to become the dominant form factor anytime soon in the US. Foldables will continue to co-exist with the candy bar design for years to come. We have seen different experiments with form factor in the past (namely LG Wing and LG G8X Dual Screen), but Samsung’s foldable devices have been the most successful by far.”

Research Director of North America Jeff Fieldhack added, “Samsung remains the first choice for foldable smartphones in the US. However, there is a lot of excitement among consumers for a foldable iPhone, which is evident in the survey. Motorola and other Android OEMs are also warming up to the foldable form factor to get a slice of the premium smartphone market in the US. Our US smartphone switcher data shows a large portion of Galaxy foldable users were originally Galaxy Note users, but foldables have not completely replaced the demand for Note series as some Note users shifted toward the Galaxy S series.”

BONUS VIDEO: Samsung Galaxy Z Fold 3 Review: 10 Months Later

The foldable market is experiencing rapid growth in sales and is expected to continue growing in the coming years with the entry of more OEMs and developments around foldable technology. In 2022, the foldables category occupied 1.1% of global smartphone shipments, but it scored a vital presence in the ultra-premium segment, taking about 7% of shipments of smartphones priced above $800. According to Counterpoint Research’s Global Foldable Smartphone Market Forecast, Q3 2022, the global foldable smartphone market is expected to reach 22.7 million units in 2023.

In the US, the high prices of foldable smartphones have essentially kept out young users from the market. High-income middle-aged American users have been the primary users of foldable smartphones. A more affordable price tag would expand the target user base. Experimentation with quirky colors has also drawn interest from female users, especially in the flip form factor. Although flip and fold remain the most popular foldable form factors, OEMs have showcased foldable prototypes with rollable, expandable and three-fold displays. Apart from the convenience of portability, foldables enhance user experience through immersive display, better selfies through the rear camera, and multitasking. But durability concerns and utility have also resulted in limited adoption of the devices.

Given the US smartphone market’s ASP and foldable phones’ price range, foldables could capture a significant share of the overall US smartphone market. Carrier subsidies remain key to premium device sales in the US, but durability, new features and the entry of other prominent players are important factors to boost the adoption of foldable phones.

ALSO WATCH: OPPO Find N Review: Small Wonder

Background

Analyst Contacts

Hanish Bhatia

Jeff Fieldhack

Arushi Chawla

Nitin Zod

Counterpoint Research

itel a Preferred Brand in Sub-INR 8K Segment in India, Says Survey

Among the top three sub-INR 8,000 (sub-$100 approximately) brands in terms of ownership, itel users recommend their brand the most when it comes to value for money, ease of use and trust in the brand.
Similarly, itel users lead when it comes to rating the current mobile phone brand as the preferred brand for their next purchase in terms of brand trust, after-sales service, durability and localized marketing communications.
More than half of the current itel mobile users had itel as their first mobile phone.
itel users are also the least dissatisfied with their current mobile phones compared to other top brands in the sub-INR 8,000 (sub-$100 approximately) segment.

London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – December 19, 2022

TRANSSION Holdings’ itel has emerged as a preferred brand in the sub-INR 8,000 (sub-$100 approximately) segment in India by reporting the biggest proportion of repeat users among first-time handset buyers in the segment, according to a consumer survey conducted by Counterpoint Research recently. As many as 55% of the respondents who started their mobile ownership journey with itel, have bought the brand’s device again. itel is followed by Samsung and Lava here.

Among the top three brands in the sub-INR 8,000 segment in terms of current mobile phone ownership, itel users showed the least dissatisfaction (<1%) with their current handsets. Besides, users rated itel on top as their next preferred brand on the parameters of brand trust, pricing, after-sales services, appearance, and durability. Based on the overall experience, 76% of the current itel users would recommend the brand to others. However, in terms of current mobile phone ownership, itel captured the third spot in the sub-INR 8,000 segment.

The offline consumer study was performed across 23 cities in India, mostly covering Tier 2 and Tier 3 cities, along with Tier 1 cities, from all zones. The focus of the study was to understand past as well as current mobile ownership, including brand awareness, brand preference and brand opinion, of feature phone and entry-level smartphone users from the sub-INR 8,000 price segment.

Top 5 Factors for Consumers Choosing itel as Current Mobile Brand

Source: India Mobile Phone Consumer Study in Sub-INR 8,000 Price Segment, November 2022

Counterpoint Research Analyst Arushi Chawla said, “The sub-INR 8,000 price segment is an important category, with over 370 million users relying on feature phones and entry-level smartphones in this segment. This is also the segment where most first-time mobile phone users start their digital journey. Users from this price segment require support from mobile brands in terms of value for money, features and reliability. itel is among the top players here, with a presence in both feature phone and entry-level smartphone segments. Users have chosen itel for their trust in the brand, easy availability and affordability, and this has been reflected in the brand’s efforts in the past few years to serve the user base in the sub-INR 8,000 segment. Clearly, itel is also playing a pivotal role in driving the digital progression in India by being a preferred brand for consumers transitioning from 2G to 4G”

Top 5 Factors for Consumers would Choose itel for Next Mobile Brand

Source: India Mobile Phone Consumer Study in Sub-INR 8,000 Price Segment, November 2022

Chawla added, “Unlike other segments, the sub-INR 8,000 segment consumers mostly depend on offline sources of information, especially word of mouth, to make their handset purchase. Among users preferring itel for their next purchase, most (65%) rely on word-of-mouth recommendations from friends and family. With the least number of dissatisfied users and strong recommendations from current users, itel is the most preferred brand in terms of recommendations from friends and family. This gives itel a solid momentum in terms of growth and presence.”

Methodology

The study was conducted in India using offline face-to-face interviews with a heterogeneous group of mobile users from sub INR 8,000 (sub-$100 approximately) price segment. With a total sample size of 1,575, responses were collected using the quota sampling methodology for a better representation of the universe as per the current smartphone brand share in the market. We expect the results to have a statistical precision of +/- 4%.

This survey was commissioned to better understand the brand’s presence in the sub-INR 8,000 (sub-$100 approximately) mobile phone market of India.

Background

Analyst Contacts

Tarun Pathak

Arushi Chawla

Counterpoint Research

About 50% of India Smartphone Users Planning to Buy New Device Within a Year as 5G Transition Gathers Pace: Survey

Samsung, Apple and OnePlus are the most preferred smartphone brands for the next purchase.
INR 20,000-INR 30,000 is the most preferred price band for their future smartphone purchases.
5G capability is the third most important factor in deciding future smartphone purchases.

London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – October 21, 2022

About half of India’s smartphone owners plan to purchase their next smartphone within a year, according to Counterpoint Research’s annual consumer smartphone study in India. Further, India’s smartphone market ASP (average selling price) is expected to rise because consumers tend to prefer a higher price band for every subsequent purchase. Also, Samsung, Apple and OnePlus are at the top as the survey respondents’ preferred smartphone brands for the next purchase. In terms of features, 5G capability is the third most important feature considered when planning the next purchase. The same factor is ranked tenth in terms of importance for current smartphone purchases.

The objective of the study was to understand the changing consumer trends and choices across past holding, current ownership and future preference for smartphones. Based on the respondents’ previous smartphone ownership, the INR 10,000-INR 15,000 price band was the sweet spot. For the current smartphone ownership, the sweet spot shifted up to the INR 15,000-INR 20,000 band. And for the respondents’ future smartphone purchases, the price band shifted further up to INR 20,000-INR 30,000.

Research Analyst Arushi Chawla said, “Smartphones are now an important part of our lives. As a result, smartphone users try to upgrade their devices with every next purchase. When purchasing a new smartphone, more than one-third of the users plan to retain their current device as an alternative/secondary phone. Also, with more exchange offers available, more than one-fourth of the respondents plan to trade in their current smartphone when purchasing the next one. Therefore, users feel comfortable buying a smartphone from a higher price band for a better experience and updated features.”

Rising Popularity of INR 20,000-INR 30,000 Price Band

Source: India Smartphone Yearly Consumer Study, 2022

Looking at the brand preference for the next smartphone purchase:

Samsung, Apple and OnePlus are the respondents’ most preferred brands.
Samsung users have the strongest brand loyalty with 51% of the users who used Samsung as their previous device also using Samsung currently. Further, 43% of the current Samsung users prefer the brand for their next smartphone purchase.
Apple, despite having a smaller share in previous and current smartphone purchases, is the second most preferred brand (20%) for future purchases.

Top Smartphones for Current Usage and Future Purchase

Source: India Smartphone Yearly Consumer Study, 2022

Chawla added, “Samsung has a strong grip over the Indian smartphone installed base. It has a widespread distribution network and launches new models around the year across most price brands. All these factors have helped Samsung develop and maintain its brand value. Therefore, in the survey, Samsung maintained its top position both in terms of past ownership and current ownership and also for future preference. Samsung is followed by Apple and OnePlus as the most preferred future preference smartphone brands. The top reasons for preferring a brand are reputation, advanced features and user interface. As a result of these factors and the aspiration to move to a higher price band when purchasing a smartphone, users tend to prefer premium smartphone brands. In addition, 5G capability becomes more important as we move up the ladder for budget preference for future smartphones. 5G is one of the main factors taken into consideration for all major smartphone brands. But 5G is the most important factor for respondents preferring Apple as their next smartphone purchase.”

Methodology

The study was conducted in India using an online survey panel of a heterogeneous group of smartphone users. Responses from 1,075 users were collected using the quota sampling methodology for a better representation of the universe as per the current smartphone brand share in the market. We expect the results to have a statistical precision of +/- 4%.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts

Tarun Pathak

Arushi Chawla

Counterpoint Research

50% of Current TWS Users in India Likely to Upgrade Within a Year: Survey

About 60% of the current TWS users plan to stick to TWS for their next hearable purchase.
Battery life, sound clarity and call quality will be the key buying factors for the next TWS purchase.
The average selling price (ASP) of India’s TWS market is expected to rise in the near term.

London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – December 21, 2021

Half of the current TWS users in India plan to buy their next TWS device in a year or less, according to a consumer survey conducted by Counterpoint Research’s Market Lens Service. Further, the ASP of India’s TWS market is expected to rise to the INR 5,000-INR 10,000 price band. About 60% of the current TWS users in India plan to stick to TWS for their next hearable purchase. Battery life, sound clarity and voice quality are the top three factors that will be considered by the respondents for their next TWS purchase.

Due to COVID-19, most parts of India experienced lockdowns or restrictions that led to extended work/study from home. As a result, a big portion of the respondents, irrespective of the type of occupation, ended up spending money on hearable devices, like TWS. The survey numbers indicate that the market will continue to get solid support even after the pandemic.

Commenting on the study’s overview, Research Analyst Arushi Chawla said, “The popularity of TWS is growing swiftly. According to Counterpoint’s India Hearables (TWS) Shipment Tracker, India saw TWS shipment of 7.9 million units in Q3 2021 with the country starting to recover from COVID-19 restrictions. Our latest consumer survey deep-dives to understand the past purchase journey of TWS along with future preferences toward hearables, particularly TWS. This study also reveals insights on the TWS design preference and outlook towards Active Noise Cancellation (ANC) and health and fitness features in a TWS device.”

Source: India TWS Consumer Study, Counterpoint Research

Being the leading TWS brand in India, boAt is also consumers’ most preferred brand for a future TWS purchase. About 60% of the current TWS users prefer boAt for their next TWS purchase. boAt is followed by JBL, Samsung, OnePlus and Apple. boAt’s popularity continues to grow – from 28% of the respondents currently using boAt TWS earbuds to 58% of the respondents preferring it as their next purchase. JBL’s TWS devices also appear to be climbing up the ladder in market share – from less than 10% of respondents using JBL currently to more than 40% preferring it for the next purchase.

Chawla added, “There are a diverse set of players in both TWS and smartphone markets. With fierce competition in maturing segments like smartphones, emerging segments like hearables, especially TWS, open fresh opportunities for new players as well as smartphone brands looking to expand their portfolios and strengthen their ecosystems.”

Discussing future consumer preferences, Senior Analyst Pavel Naiya said, “TWS, despite being a newer technology in India, has a bigger list of market players and hence more options for the consumers. As a result, the market share is spread across many players. However, boAt continues to be the top player. boAt TWS is most preferred for its sound clarity, followed by battery life. Price always plays a key role in finalizing a purchase, especially in a segment that holds a lot of scope to expand and innovate. The INR 5,000 and above price band currently contributes 27% share to the TWS market. But it will have a stronger grip in future as about 40% of the respondents are planning to purchase their next device from the same price band.”

Methodology

The study was conducted in India using an online survey panel of a heterogeneous group of TWS users. A sample of 1,027 respondents was collected using the quota-sampling methodology for better representation of the universe as per the current TWS brand share in the market. We expect the results to have a statistical precision of +/- 4%.

Background

Analyst Contacts

Arushi Chawla

Pavel Naiya

Counterpoint Research

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Survey: 72% of Smartphone Users in India Experience Low-battery Anxiety

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