Apple, OnePlus Get Maximum Customer Retention, Samsung Popular in Rs 10-30K: MSP Smartphone Consumer Report

The MSP Survey captures essential parameters for smartphone users, including brand popularity, features, brand retention, and usage statistics.

The smartphone ecosystem has evolved, and so have consumers over the years. Our marquee MySmartPrice Smartphone survey 2022 intends to capture the perspective of consumers’ by asking them what matters to them most when it comes to smartphones, be it around the purchase, usage or expectations. And, the results are interesting.

Smartphone Brand Popularity

One of the most exciting learnings from the MSP Smartphone Survey 2022 has been around the popularity of brands in India.

Samsung came out as the most popular smartphone brand, accounting for the majority share in the list of smartphones in the price range Rs 10,000 – Rs 20,000 and Rs 20,000 – Rs 30,000 in our survey. This was followed by Xiaomi’s dominance in the price range of 0 – Rs 10,000.

In the price range of Rs 30,000 – Rs 50,000, no surprises for guessing, OnePlus has been the most popular brand while in the price range above Rs 50,000, Apple came out as the most popular brand.

How Long Do People Keep Their Smartphones

In our survey, 38.6% of the smartphone users currently have devices that have been purchased within a year, followed by 26.3% of people who have phones that were purchased between 1-2 years ago. The insights also reveal that only 7.3% of people have phones that are more than 5 years old.

The data above clearly shows that people prefer replacing their phones and going for newer models. So for consumers, the more choices, the better it is.

The Platform of Purchase and Method of Payment

Perhaps, one of the biggest takeaways from this year’s MSP Smartphone Survey is the platform of purchase. While lockdown and Covid-19 pandemic pushed online sales to pin codes that were never covered by e-commerce giants. But, it seems with things finally getting back on track, physical retailers or offline store sales are picking up rapidly.

Our survey shows offline stores are the most famous source of smartphone purchases, accounting for 44.7% of the market share.

The survey also showed that Flipkart had a slight edge against Amazon among smartphone shoppers.

Cash on delivery was the most popular payment method, accounting for most smartphone purchase transactions, which revealed the survey.

Smartphone Features and Brand Satisfaction

The features on a smartphone greatly influence the purchase decision of consumers. But which one is the most important? Battery size remains the most important feature that consumers look for in their next (or new) smartphone, followed by the latest processor.

In terms of brand satisfaction for both front & rear cameras, Apple and OnePlus had the highest satisfaction rate for a smartphone brand for consumers who participated in our survey.

Similarly, customers of Apple and OnePlus had a high sense of brand loyalty with the highest retention rate.

Research before the smartphone purchase

Shoppers research about the product before buying. The survey reveals that 60% of the researches were made online while 23% of the shoppers went to offline stores to check the phones out before buying them.

Brand Features Satisfaction

Coming to smartphone features and brand satisfaction, the most popular smartphone battery variant was found to be in the range of 5000-5999 mAh. For RAM size, 41% of the respondents prefer the 8GB variant, while 35% of the respondents prefer the 6GB model. On storage size, 47% preferred the 128GB variant, while 27% preferred 256GB or higher variants.

In terms of the front camera, only Apple and OnePlus have satisfaction over 75% while Samsung and Xiaomi have the lowest satisfaction. When it comes to rear cameras, then Apple, OnePlus, and Poco have the highest satisfaction level at more than 75% while Huawei and Xiaomi have the lowest satisfaction for the rear camera.


For battery life, most respondents were satisfied with the battery performance of Infinix, followed by Poco, OnePlus, Vivo, and Realme. On smartphone speed, Apple and OnePlus have a satisfaction level of higher than 80%. Huawei, Xiaomi, and Samsung perform the worst in this aspect. For charging speed, OnePlus, Realme, and Poco have a satisfaction level more than 75% while Moto, Huawei, Samsung, and Tecno have the least positive rating.
Almost all major smartphone brands have a similar satisfaction level for display quality, all exceeding 75%, while OnePlus, Apple, Poco, Infinix crossed the 80% satisfaction level mark.

While the smartphone landscape is constantly evolving in India the trends seem to follow a formula and this is certainly made clear with the new survery from MySmartPrice. While Samsung and Xiaomi continue to dominate India in terms of brand popularity, Realme and Vivo have made big inroads.

Apple tends to be the favoured brand when it comes to smartphone cameras and people still prefer looking at their devices physically before buying and that too in cash. As for factors behind choosing a smartphone goes, battery capacity and RAM dominate.

You can download the report here.

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