Gurugram (Haryana) [India], Sept. 21 (ANI/NewsVoir): In a study conducted by Techarc among premium Android users, the trend towards building a smart tech lifestyle is found to be getting stronger. Users buy multiple devices with smartphone being the hub, while Smart TV, TWS Earbuds and Smart Watch, the other three major devices that define this lifestyle, buy. There is also a gradual increase in the adoption of other smart home devices that are gradually adding to a comprehensive, smart and premium experience. Sharing key insights, Faisal Qawsah, Senior Analyst at Techarc, said, “In the premium services segment, overall experience and brand lineage are just as important as the features and specifications being offered., earning itself the aspirational value within the Android ecosystem. “
“Today, power users want to trust OnePlus in other devices such as Smart TV and TWS Earbuds for their performance in smartphones. However, additional focus should be placed on the Smart Watch. In addition, while Samsung maintains its current position, Xiaomi It is a new company, Faisal added. The research also said that 2 out of 3 unique users surveyed consider seamless connectivity between these devices to be critical in delivering the desired experience. Power users appreciate the ability of these devices to ‘talk’ to each other which should not be required of them to put in a professional level effort or buy some extra hardware/accessories. At the same time, smartphone-centric connectivity should be extremely user-friendly to take advantage of.
Key features of the report: Premium smart technology lifestyle
Users in this segment are primarily brand aware and highly consider the brand of the device in the premium segment. Across all devices, more than 1 in 3 users find the brand name as an important factor that helps them ensure the premium look of the brand. OnePlus has positioned itself as a premium brand without any dilution since its inception, compared to Samsung spread across sectors catering to different user groups. Brand new in the region, Xiaomi also faces a similar challenge to overcome. – 2 out of 3 premium users consider seamless connectivity to be a critical factor in delivering the desired experience. This is due to the fact that power users want anytime, anywhere, any kind of device experience that can only be achieved through the seamless connection of these tools to share content as well as control other devices.
– Other than the premium brand in terms of positioning, users’ preference in this segment is to buy from brands that are also able to offer the best quality along with top-notch features and specifications. For this reason, brands that have a specialization in related products are bought more than those that are rated only ‘excellent’. – Premium users mainly purchase devices through online channels. In the offline medium, there is a growing preference for exclusive brand retailers.
While traditional smart device use cases remain the dominant applications, interactive and immersive use cases are catching up fast in the premium segment. smart phones
– 58 percent of premium users use their smartphones for video content and apps making it the best use case by apps in the sector. While all the major brands have tried to improve video performance, OnePlus is seen as proactively capturing the pulse of users by offering phones with specifications like 120Hz refresh rate, fast charging, and higher aspect ratio to encourage video consumption with an immersive experience. By brands, 62 percent of OnePlus users consume apps and video content, the highest rate of any premium brand. Among the top three premium smartphone brands, OnePlus has the highest satisfaction rate (88 percent) followed by Xiaomi (83 percent) and Samsung (81 percent) in that order. Users value overall performance as the number one factor in determining their satisfaction with a premium smartphone.
Smartphone brand tops the factors determining user privilege with 38 percent of respondents considering it the main factor, followed by features and specifications at 26 percent. The Indian consumer in the premium segment is value conscious and appreciates brands that offer longer shelf life. Among the premium brands, 19 percent of OnePlus users use the same model for longer periods followed by a link between Samsung and Vivo at 17 percent.
– 82 percent of respondents purchased their premium smartphones from internet channels with e-commerce marketplaces contributing to 82 percent of these purchases. Among offline channels, brand-owned stores lead 43 percent of total offline sales. Smart TV
– 30% of premium Smart TV users use it for OTT applications indicating that it is still primarily used as a one-way device. Interactive applications such as games and video calls are emerging as new use cases for Smart TVs. For those, premium Smart TV users have to recalibrate the device and make it an interactive smart TV along with enhancing the immersive experience.
While the brand tops with 34 percent of respondents who feel it is a reason to feel distinct, 18 percent of respondents felt the audio-visual experience is a factor determining the premium orientation of Smart TVs. Market-based Sony remains the aspirational brand here for 26 percent of respondents. Interestingly, OnePlus stands out as the second ambitious smart TV brand in the premium segment with 22 percent of respondents voting it as the most desirable smart TV brand.
Among the brands that offer the longest model life, Samsung leads with 23 percent of premium smart TV users who look forward to it. OnePlus is the only premium brand in the smart TV segment alongside existing TV companies such as Sony, LG and Samsung. Although Redmi is also used by about 13 percent of premium users, the brand is not considered a premium brand in the smart device ecosystem.
– 78 per cent of survey respondents have bought their Smart TVs from an online market, while 45 per cent of those who buy them offline prefer LFRs where they can try them across many brands. TWS Earbuds
With TWS becoming a highly fragmented market spread across a range of price points, brand is the main factor that determines whether a wearable is premium. 38 percent of respondents believe that brand is the main factor. – Other than the overall quality and price, the comfort of wearing the TWS also defines the premium feel of the wearable. 14 percent of participants attributed comfort as a factor determining premium in TWS buds.
OnePlus and Samsung are the two ambitious TWS Earbud brands with 14 percent of respondents voting for each. Followed by JBL with 11 percent. Among the premium brands, OnePlus Buds are seen to offer the longest storage life with 25 percent of respondents feeling the same. It is followed by JBL and Samsung at 17 percent and 13 percent, respectively.
– 92 percent of respondents surveyed in the premium category purchased their TWS earbuds from online media. Of those, 91 percent have purchased it from an online marketplace. In the offline space, 52 percent of respondents purchased it from a high-volume retailer (LFR). With rapidly cascading features on the lower parts of the TWS earbuds, premium brands have to look for faster innovations that can persist in this category for a long time until users find concrete reasons to move up in the category other than the sound quality offered in this segment.
Smart Watch – Smart Watch is mainly used for notifications and reminders in the premium segment. 34 percent of respondents considered this to be their primary use case. Other smartwatch use cases included fitness tracking, calling apps, and music, in that order. As smart home devices and the Internet of Things start to penetrate into our homes and offices, the smartwatch is also seen as a handy tool to control it. 11 percent of respondents used their smartwatch to control devices such as their smart TVs.
The smartwatch brand plays a major role in defining it as a premium class watch. 15 percent of respondents consider appearance and design a factor in making a smartwatch look distinctive. Samsung, Garmin, and Fossil are the three major premium smartwatch brands. Other premium brands such as OnePlus show a relatively rare presence, however, it is considered a premium offering by users.
– 95 percent of smartwatches were purchased online, and 68 percent of users owned their smartwatch through an online marketplace. In the offline space, more than half (52 percent) preferred to buy through brand-exclusive stores. This indicates that brands have a strong preference for smartwatches and choose a specific brand that they can find in their retail store. The survey conducted by online mode was conducted on 1,500 distinguished Android users of four major smart technology products of smartphones, smart TV, TWS earbuds and smartwatch. A structured survey is designed to capture views from users who own a smartphone worth Rs 25,000 or more. The study was conducted on a fairly distributed sample representing a mixture of socioeconomic profiles of metro dwellings (62 percent) and non-metro cities and towns (38 percent).
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