CMR: OnePlus is the most preferred premium smartphone brand among Indian consumers

According to the latest CMR Mobile Industry Consumer Survey results, consumers do not focus on smartphone specifications, but rather view premium smartphone brands as devices that “make them feel powerful” (55%), “act as an extension of their lifestyle” (49%), and make them feel “that they have achieved success” (30%).

Among the recently launched smartphone brands, consumers are most enthusiastic about OnePlus (36%), followed by Apple (34%) and Samsung (18%). OnePlus has a very high appeal to consumers. 59% of respondents aged 18-32 like OnePlus the most, and it is also the preferred brand for premium smartphone buyers in India.

In addition, OnePlus has also made a breakthrough among consumers over 40 years old, with 15% of respondents saying that OnePlus is the first choice for the next generation of smartphones. This trend shows that OnePlus is growing and is an enduring brand, and its appeal to consumers is cross-generational, which also worries other high-end smartphone brands.

Although all high-end smartphone brands enjoy high brand loyalty among their users, a small portion of users are still considering other brands. For example, 6% of OnePlus and 18% of OPPO users are considering buying an iPhone, while OnePlus is a potential choice for some Apple (9%), Samsung (15%) and Vivo (16%) users.

Consumers consider Apple to be an “industry leader” (89%) and note its “innovation” (78%). Among women, Apple is known for its “camera” (77%). Indian consumers consider Samsung to have “durability” (74%) and “high repeat purchase value” (46%). 55% of Indian students believe Samsung has “long service life”. And consumers consider OnePlus to be a “brand you can show off” (65%).

The survey shows that Indian consumers want to upgrade to high-end smartphones for superior speed and performance, as well as amazing gaming experiences. 83% of respondents upgrade their smartphones every 1-2 years. Few people upgrade their phones because of recurring problems or because the phone is old.

Among those using premium smartphones priced above INR 50,000, 12% are considering switching to OnePlus.

The features consumers are most looking forward to include screen fingerprint sensors, wireless charging and support for AR/VR.