In the Android ecosystem, the brand also has a leading position among the current strong companies in other product categories such as smart TVs, TWS earbuds and smartwatch, defining premium smart technology
(Plus Magazine Editorial): – New Delhi, Delhi September 20, 2022 (Issuewire.com) – In a study by TekarkInc., a fledgling tech analytics, research and consulting firm, is among the discerning Android users, finding that the trend towards building a smart tech lifestyle is getting stronger. Users buy multiple devices with the smartphone being the hub, while the Smart TV, TWS Earbuds and Smart Watch, are the other three major devices that define this lifestyle. 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 service segment, overall experience and brand lineage are just as important as the features and specifications that are offered. Over the years, OnePlus has struck a balance between all these important aspects well, and has earned 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, it should focus extra on the Smart Watch. In addition, while Samsung maintains its current position, the Xiaomi is the newcomer in the region,” 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 highlights 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 because power users want to experience any type of device anytime and anywhere which can only be achieved through the seamless connection of these tools to share content as well as control other devices.
- Other than the brand being distinct 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 only marked as “excellent.”
- Premium users mainly buy 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.
- 58% of premium users use their smartphones for video content and apps making it the best use case by apps in this segment. 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% 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%) followed by Xiaomi (83%) and Samsung (81%) in that order. Users value overall performance as the number one factor in determining their satisfaction with a premium smartphone.
- The smartphone brand tops the factors determining the premium for users with 38% of respondents considering it the main factor, followed by features and specifications at 26%.
- The Indian consumer in the premium segment is value conscious and appreciates brands that offer longer shelf life. Among the premium brands, 19% of OnePlus users use the same model for longer periods followed by a link between Samsung and Vivo at 17%.
- 82% of respondents purchased their premium smartphones from online channels with e-commerce marketplaces contributing 82% of these purchases. Among offline channels, brand-owned stores lead 43% of all offline sales.
- 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 the 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% of respondents who feel it is a reason to feel distinct, 18% of respondents felt the audio-visual experience is a factor determining the premium orientation of Smart TVs.
- Still in the market, Sony is the aspirational brand here for 26% of respondents. Interestingly, OnePlus stands out as the second ambitious smart TV brand in the premium segment with 22% of respondents voting it as the most desirable smart TV brand.
- Among the brands that offer longer model life, Samsung leads with 23% of premium smart TV users who open for 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% of premium users, the brand is not considered a premium brand in the smart device ecosystem.
- 78% of survey respondents have purchased their Smart TVs from an online market, while 45% of those who buy them offline preferred LFRs where they can try out various brands.
- With TWS becoming a highly fragmented market spread across a range of price points, branding is the main factor that determines whether a wearable is premium. 38% of respondents believe that the brand is the main factor.
- Other than the overall quality and price, the wearing comfort of the TWS also defines the premium wearable feel. 14% of participants attributed rest as a factor determining premium in TWS buds.
- OnePlus and Samsung are the two ambitious TWS Earbud brands with 14% of respondents voting for them. Followed by JBL with 11%.
- Among the premium brands, OnePlus Buds are considered to offer the longest storage life with 25% of respondents feeling the same. It is followed by JBL and Samsung with 17% and 13%, respectively.
- 92% of survey respondents in the premium category have purchased their TWS earbuds from online media. Of those, 91% have purchased it from an online marketplace. In the offline space, 52% of respondents have purchased it from a high-volume retailer (LFR).
- With the features cascading quickly in 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 this category other than the sound quality offered in this segment.
- SmartWatch is mainly used for notifications and reminders in the premium part. 34% of respondents considered this to be their primary use case. Other smartwatch use cases included fitness tracking, calling apps, and music, in that order. With smart homes starting to penetrate and IoT devices to our homes and offices, smartwatch is also seen as a handy tool to control it. 11% 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% 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% of smart watches were purchased online, of which 68% of users own their smart watch through an online marketplace. In the offline space, more than half (52%) preferred to purchase through brand-exclusive stores. This indicates that brands have a strong preference for smartwatches and go for a specific brand that they can find in their retail store.
To access the complete survey-based insights, please click here.
The online-managed survey was conducted by about 1,500 distinguished Android users for four major smart technology products of smartphones, smart TV, TWS earphones 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 fairly distributed samples representing a mixture of socioeconomic housing in metro (62%) and non-metro cities and towns (38%).
Techarc is a technology-led analytics, research and consulting company that focuses on emerging technology areas that have a significant impact on people and their lives such as 5G, IoT, Industry 4.0, e-commerce, and more. Founded in 2018, Techarc publishes reports and insights on key trends and developments in the technology sector. For more, please visit www.techarc.net
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