The CMR Mobile IndustryConsumer Insight (MICI) is a comprehensive nationwide survey of smartphone consumers across six metros, provides a compelling portrait of changing consumer aspirations, preferences and challenges, and dislikes around premium smartphone brands.

In addition, there is an interesting and significant bump for OnePlus in the above 40 age group, with 15 per cent of those surveyed indicating OnePlus as their choice for their next smartphone. This trend points to OnePlus’s growing and enduring brand salience, a definite worrying sign for other premium smartphones, with its appeal cutting across consumer segments.

While all premium smartphone brands enjoy significant brand loyalty amongst their users, there is a small percentage of users who are considering switching to other brands. Amongst such users, the maximum traction to a particular smartphone brand was studied. While Apple emerged as a potential choice for OnePlus users (6 per cent) and Oppo users (18 per cent), OnePlus stands to gain from brand switching by users currently using Apple (9 per cent), Samsung (15 per cent) and Vivo (16 per cent).

It is interesting to note that a small percentage of current Apple users considering switching to OnePlus. Samsung stands to gain from brand switching by Nokia users (9 per cent).

The MICI Survey findings also allude to the fact that smartphone upgrades are driving the market, with consumers wanting to upgrade to a premium smartphone with good build and design that provides exceptional speed and performance, and amazing gaming experience. 83 per cent of those surveyed indicated upgrading their smartphone every 1-2 years.

In comparison, there are few consumers looking to replace their existing brands because of recurring problems, or since it has been a long time since they bought their last phone.

Among those using premium smartphones costing more than Rs 50,000, 12 per cent are considering switching to the OnePlus brand.

The MICI Survey findings also allude to the fact that smartphone upgrades are driving the market, with consumers wanting to upgrade to a premium smartphone with good build and design that provides exceptional speed and performance, and amazing gaming experience. 83% of those surveyed indicated upgrading their smartphone every 1-2 years. In comparison, there are few consumers looking to replace their existing brands because of recurring problems, or since it has been a long time since they bought their last phone.

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