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Summary India Android Smartphone Brand Perceptions and Characteristics

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Report Summary:

An eye opening survey from Strategy Analytics AppOptix Android Panel finds that it is certain Chinese vendors that most closely characterize the ideal smartphone brand in India.

This comes as good news for some Chinese brands as their window to the US market slams shut and the prime smartphone battlefield shifts to the vast Indian market. How are Chinese OEMs set to dominate? 

From a brand funnel perspective (awareness-consideration-purchase intent) Xiaomi has the most promising intent and consideration metrics.

OnePlus has surprisingly impressive consideration and purchase intent despite a tiny installed base. The % of customers willing to churn from legacy brands Motorola (31%), Micromax (38%), Samsung (30%) put them at high risk. LG, Sony and Huawei are all struggling to convert awareness into consideration with current offers and brand positioning. 
Ideal brand personality elements include “trusted”, “secure”, “innovative”, “modern” and “unique”.  The most sought brand characteristics are value for money and having the latest technology. 

Success in the volatile Indian market requires much more than good products and strong features, as most OEM’s tick these boxes.  Most users have relatively high loyalty to their current brand but 1-in-3 are in play during replacement. The brand associations that exist today and how a vendor shifts them to positive territory will be critical.  Device vendors are over-spending on features like Imaging, when the single most important feature in the purchase decision is Batters (32%).  Contact Strategy Analytics to learn how our Consumer Insights team and User Experience experts can craft customized solutions to support your strategy.

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