Flipkart ‘First Choice’ For Buying Smartphones Online: Research


The IDC research also highlighted Reliance Digital stores as a strong emerging offline channel among consumers for buying premium end smartphones

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Consumers in India prefer to buy a premium smartphone (priced above Rs 30,000) from Amazon e-commerce portal, claims a new study by International Data Corporation (IDC).

However, Flipkart is the most chosen one when it comes to  buying smartphones under Rs 30,000 online, as per the findings of the IDC “Consumer PULSE” study on the smartphone consumer trends in India. The research has also shed light on factors considered primary while making a smartphone purchase.

The IDC research said, “One out of three consumers consider availability of good deals and experiencing latest specification or feature as the prime reasons for buying a new smartphone. This can be attributed to multiple sales events backed by high decibel marketing especially by eTailers with attractive financing schemes helping drive affordability.”

Word of mouth as the most prominent source

The research has highlighted ‘word of mouth’ as the most prominent source that influences consumer buying behavior, when it comes to purchasing smartphones. Interestingly, several China-based brands including the likes of Xiaomi, Realme and OnePlus have their own dedicated fan-based communities that may be helping them in spreading ‘word of the mouth’ publicity.

Some of these brands keep organising fan meets and other ‘fan following’ based events in India and other parts of the world. In fact, several smartphone brands have started inviting fans to exclusive launch events as well.

IDC mentioned, “Brand trust is the highest influencing factor for two third of Xiaomi consumers, followed by value for money proposition and availability of latest specifications.”

RAM and processing speed ‘most preferred specifications’

Sachin Mehta, market analyst for IDC India, said, “In terms of specifications, consumers have many choices especially from China based vendors at affordable prices. Currently, RAM and processing speed are the most preferred specifications followed by bigger battery size and superior camera quality.”

He pointed out that features like face unlock and waterproofing are yet to gain importance among consumers. Many brands have started offering smartphones with 4GB RAMS in the below Rs 15,000 smartphones segment. In fact, there are brands that are offering 4GB RAM smartphones at price tags below Rs 10,000 in India. Several smartphones with 6GB RAM are available in the Rs 10,000 to Rs 18,000 segment in the country.

Online shopping is gradually becoming popular

Upasana Joshi, associate research manager, IDC India, said, “In terms of channel preference, online shopping is gradually becoming very popular with Indian consumers for a variety of reasons. Convenience being one of the most important and basic reasons, almost 40 per cent of consumers prefer online channel for the overall comfort and convenience, followed by prices offered by eTailers.”

The research mentioned that two out of three consumers prefer to have a hands on experience of the device before making the final purchase. These consumers visit offline retail stores before making the purchase. However, offers and recommendation from friends and family remains the key influence while making final purchase decisions.

Upasana continued, “In terms of mode of payment while buying a smartphone, EMI options as a choice for payment has increased, followed closely by use of Debit/Credit cards owing to multiple tie ups by eTailers with Banks for cash back offers.”