Gurugram, Haryana, India
In a research carried out by Techarc among the many premium Android customers, it was discovered that the development in direction of constructing a wise tech way of life is getting stronger. Users are shopping for a number of units with the smartphone being the hub, whereas good TV, TWS Earbuds and Smart Watch, the opposite three key units defining this way of life. There can be incremental enhance seen in adoption of different good house units which might be step by step including to a holistic, good, and premium expertise.
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Figure 1: Aspirational Premium Android Smart Tech Brands
Sharing the important thing insights, Faisal Kawoosa, Chief Analyst at Techarc mentioned, “In the premium segment, overall experience and pedigree of the brand are as important as the features and specifications being offered. Over the years, OnePlus has balanced all these critical aspects well, earning itself the aspirational value within the Android ecosystem.”
“Today, premium users are willing to trust OnePlus in other devices like Smart TV and TWS Earbuds recognising its performance in smartphones. However, it should focus additionally on Smart Watch. Additionally, while Samsung maintains its incumbent stature, Xiaomi is a new entrant in the zone,” added Faisal.
The analysis additional mentioned that 2 out of each three premium customers surveyed think about seamless connectivity amongst these units extraordinarily important in delivering the specified expertise. The premium customers recognize these units having the ability to ‘talk’ to one another for which they shouldn’t be required to do a pro-level effort or purchase some extra {hardware} / accent. At the identical time, the connectivity which is centred round smartphones needs to be extraordinarily consumer pleasant to leverage.
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Figure 2: Premium Users connecting to different Smart units
Key Highlights of the Report:
Premium Smart Tech Lifestyle
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Users in this phase are primarily model acutely aware and strongly think about the model of the system in the premium class. Across all of the units, greater than 1 of each three customers discover model title as an necessary issue serving to them to determine the premium outlook of a model. OnePlus has positioned itself as a premium model with none dilution since its inception, in comparison with Samsung which is unfold throughout segments catering to totally different consumer teams. The new model in the zone, Xiaomi additionally has an identical problem to beat. -
2 out of three premium customers think about seamless connectivity as a important issue in delivering the specified expertise. This is as a result of of the truth that premium customers need anytime, wherever, any system variety of expertise which may solely be achieved by seamless connectivity of these devices to share content material as nicely as management different units. -
Other than the model being premium in phrases of positioning, the choice of customers in this phase is to purchase from the manufacturers that are additionally capable of supply the highest quality together with top-notch options and specs. For this motive, manufacturers which have specialisation in respective merchandise are bought greater than these which might be solely tagged as ‘premium’. -
The premium customers are primarily shopping for units via on-line channels. In the offline medium, there’s a rising choice for model unique retail shops. -
While conventional use instances of the good units proceed to be the dominant purposes, interactive and immersive use instances are catching up quick in the premium phase.
Smartphones
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58% of the premium customers use their smartphones for video content material and purposes making it the highest use case by purposes in the phase. While all the important thing manufacturers have tried to enhance the efficiency for video, OnePlus is seen as proactively capturing the heartbeat of the customers by introducing telephones with specs like 120Hz refresh charge, quick charging and better facet ratio to encourage video consumption with immersive expertise. By manufacturers, 62% of OnePlus customers devour video apps and content material, the best of any premium model. -
Among the highest three premium smartphone manufacturers, OnePlus has the best contentment charge (88%) adopted by Xiaomi (83%) and Samsung (81%) in that order. Users recognize the general efficiency as the highest issue in deciding their contentment with a premium smartphone. -
Brand of the smartphone tops the components that outline premium for customers with 38% of the respondents contemplating it as the important thing issue, adopted by options and specs at 26%. -
The Indian shopper in the premium phase is worth acutely aware and appreciates manufacturers providing longer shelf life. Among the premium manufacturers, 19% of the OnePlus customers use the identical mannequin for longer durations adopted by a tie between Samsung and Vivo each at 17%. -
82% of the respondents had bought their premium smartphone from on-line channels with ecommerce marketplaces contributing to 82% of these purchases. Among offline channels, brand-owned shops lead with 43% of the full offline gross sales.
Smart TV
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30% of the premium good TV customers use it for OTT apps indicating that it’s primarily nonetheless used as a unidirectional system. -
Interactive purposes like gaming and video calls are rising as the brand new use instances of Smart TVs. For these the premium good TV customers shall must recalibrate the system and make it an interactive Smart TV alongside enhancing the immersive expertise. -
While Brand tops with 34% respondents feeling it being the rationale to really feel premium, 18% of the respondents felt that audio-visual expertise is an element defining the premium orientation of the Smart TVs. -
The market incumbent Sony continues to be the aspirational model right here for 26% of the respondents. Interestingly, OnePlus options as the twond aspirational good TV model in the premium phase with 22% respondents voting it as their desired good TV model. -
Among the manufacturers thought-about to offer longer mannequin shelf life, Samsung leads with 23% of the premium good TV customers opining for it. -
OnePlus is the one premium model in the good TV phase together with the TV incumbents like Sony, LG and Samsung. Although Redmi can be utilized by round 13% of the premium customers, the model isn’t thought-about as a premium model in the good units’ ecosystem. -
78% of the respondents surveyed had bought their good TV from a web based market, whereas 45% of these buying it offline, most popular the Large Format Retail (LFR) shops the place they may expertise throughout a number of manufacturers.
TWS Earbuds
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With TWS changing into a really fragmented market unfold throughout a spread of value factors, the model is the primary issue that determines whether or not the wearable is premium or not. 38% of the respondents suppose of model as the important thing issue. -
Other than the general high quality and the worth, consolation of carrying a TWS additionally defines concerning the premium really feel of the wearable. 14% of the respondents attributed consolation as an element defining premium in TWS buds. -
OnePlus and Samsung are the 2 aspirational TWS Earbud manufacturers with 14% respondents every voting for them. It is adopted by JBL at 11%. -
Among the premium manufacturers, OnePlus Buds are thought-about to offer longer shelf life with 25% respondents feeling the identical. This is adopted by JBL and Samsung at 17% and 13% respectively. -
92% of the respondents surveyed in the premium class had bought their TWS earbuds from on-line mediums. Among these 91% had purchased it from a web based market. In the offline house, 52% of the respondents had bought it from a Large Format Retail (LFR) retailer. -
With the options cascading quickly in decrease segments of TWS earbuds, the premium manufacturers shall must search for sooner improvements that could possibly be sustained in this class for appreciable period in order that customers discover tangible causes to go premium in this class apart from the audio high quality provided in this phase.
Smart Watch
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The Smart Watch is primarily used for notifications and reminders in the premium phase. 34% of the respondents considered this as their main use case. Other use instances of a Smart Watch included health monitoring, communication apps and music in that order. With good house and IoT units beginning to penetrate in our properties and places of work, the good watch can be seen as a useful gadget to manage them. 11% of the respondents used their good watches to manage units such as their good tvs. -
Brand of the good watch performs a key issue in defining it as a premium class watch. 15% of the respondents do think about appears and design an element in making a wise watch seem premium. -
Samsung, Garmin and Fossil are the three foremost premium good watch manufacturers. Other premium manufacturers like OnePlus present a comparatively scarce presence, nevertheless, is taken into account as a premium providing by the customers. -
95% of the good watches have been bought on-line of which 68% of the customers had owned their good watch via a web based market. In the offline house, greater than half (52%) most popular shopping for via model unique shops. This signifies manufacturers have a powerful choice about good watches and go for a selected model which they’ll discover at its retail retailer.
About the Survey
The survey administered via on-line mode was carried out about 1500 premium android customers of four key good tech merchandise of smartphone, good TV, TWS earbuds and good watch. A structured questionnaire was designed to seize views from customers proudly owning a smartphone of Rs 25,000 or above. The research was carried out amongst pretty distributed pattern representing a mix of socio-economic profile dwelling in metro (62%) and non-metro (38%) cities and cities.
