Based on over 15,000 responses, here are the insights from our Great Indian Smartphone Survey 2021, providing details on aspects like the phone brands people use, the ones they would like to buy next, how satisfied they are with their current handset, and details on their purchase preferences.
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The Great Indian Smartphone Survey 2021 by 91mobiles
1. The Great Indian Smartphone Survey
(August 2021)
Voice of 15,000+ smartphone users
India’s #1 Gadget Discovery Site
2. Key questions asked in the survey
Which brand of smartphone people own currently
How satisfied people are with their current devices
Peoples’ rating on quality of after-sales support
Which smartphone brand people would like to own next
When people are planning to buy their next phone
1
2
3
4
5
3. Demographic split and methodology
Demographic Split of Respondents
Survey Methodology
Gender:
90% men
10% women
Age:
46% below 21 years
34% between 22 and 34 years
12% between 35 and 44 years
08% above 44 years
Region:
North 34%
South 26%
West 26%
East 14%
Survey was conducted via Google forms
For response collection, survey was distributed on 91mobiles’ site and social
channels
Notes:
1) In this report, respondent data from 2020 has been compared with respondent data from 2021, where applicable,
to analyse trends.
2) For slides with more than one graph, each graph is set to its own scale
5. Smartphone brands people own today
Samsung is at the top with 21% people owning its smartphones
Breakup of smartphone brands owned by people currently
Samsung, 21.3%
Xiaomi, 20.3%
Realme, 15.0%
Vivo, 8.1%
OnePlus, 7.4%
OPPO, 6.8%
POCO, 4.3%
Apple, 3.2%
Motorola, 2.3%
Huawei / Honor,
1.6%
Nokia, 1.4%
iQOO, 1.3%
ASUS, 1.1%
Other, 5.9%
6. POCO
Realme
10.2%
15.0%
2020 2021
% of people owning Realme
devices
2.1%
4.3%
2020 2021
% of people owning POCO
devices
OnePlus
5.6%
7.4%
2020 2021
% of people owning OnePlus
devices
Smartphone brands that gained in ownership share
(From 2020 to 2021)
7. Samsung
27.2%
21.3%
2020 2021
% of people owning Samsung
devices
Smartphone brands that declined in ownership share
(From 2020 to 2021)
Motorola
3.2%
2.3%
2020 2021
% of people owning Motorola
devices
Vivo
8.7% 8.1%
2020 2021
% of people owning Vivo
devices
8. Xiaomi
20.3% 20.2%
2020 2021
% of people owning Xiaomi
devices
Smartphone brands that declined in ownership share
(From 2020 to 2021)
Nokia
ASUS
1.9%
1.1%
2020 2021
% of people owning ASUS
devices
1.9%
1.4%
2020 2021
% of people owning Nokia
devices
9. Breakup of smartphone brands people plan to buy next*
Samsung, 17.8%
OnePlus, 17.1%
Apple, 14.6%
Realme, 12.2%
Xiaomi, 10.8%
Vivo, 4.3%
POCO, 3.8%
OPPO, 3.8%
iQOO, 3.2%
Google, 3.0%
Motorola, 2.6%
ASUS, 1.9%
Other, 4.7%
Breakup of smartphone brands people plan to buy next
Samsung is the most preferred brand, followed by OnePlus
*This data is more indicative of which smartphone brand people aspire to buy next.
10. Share*
Current 3.2% 7.4% 0.4% 1.3% 1.1% 1.4% 4.3% 15.0% 6.8% 21.3% 8.1% 20.3%
Future 14.6% 17.1% 3.0% 3.2% 1.9% 0.9% 3.8% 12.2% 3.8% 17.8% 4.3% 10.8%
*Refers to ownership share of smartphone brands people own now and smartphone brands they plan to buy in the future
Difference between smartphone brands people plan to buy next and
smartphone brands they own currently
How ownership share of brands may change in the future
Apple is likely to gain the most users, while Xiaomi may lose the most
11.4%
9.8%
2.7% 1.9%
0.8%
-0.4% -0.4%
-2.8% -3.0% -3.5% -3.8%
-9.4%
Apple OnePlus Google iQOO ASUS Nokia POCO Realme OPPO Samsung Vivo Xiaomi
11. Latest smartphone features that people want
High screen refresh rate is the most sought-after feature
Latest features that people want in their phones
High screen
refresh rate (120Hz
and above), 29.5%
High-resolution
cameras (108MP
and above), 20.3%
Fast charge
support (30W and
above), 17.5%
Waterproofing,
11.3%
Wireless charging,
5.6%
24. Service centre visits and experience
Almost 60% people have visited a service centre to fix their phone’s issues
If you had to take your smartphone to a service centre, how was the
quality of service provided?
Good, 17.5%
Very good, 15.5%
Average, 15.2%
Poor, 4.2%
Very poor, 3.7%
Have not taken my
smartphone to a
service centre,
43.8%
28. Brand loyalty / customer retention
Apple tops the list as the brand with the most loyal users
% of people likely to buy from the same smartphone brand when they upgrade next
70%
44% 42%
32% 31%
28% 28%
25% 25% 24%
21% 21%
Apple Samsung OnePlus Realme iQOO Motorola Xiaomi Vivo OPPO ASUS POCO Nokia
29. How major brands will lose when users upgrade next
Samsung users
planning to switch to
OnePlus 13.2%
Apple 12.4%
Realme 7.5%
Xiaomi users
planning to switch to
OnePlus 17.6%
Samsung 12.3%
Apple 11.9%
Realme users
planning to switch to
OnePlus 16.7%
Apple 14.1%
Samsung 9.3%
OnePlus users
planning to switch to
Apple 24.6%
Samsung 12.5%
Xiaomi 5.2%
Brand-wise % of people who wish to move to other brands from their current ones
30. How major brands will lose when users upgrade next
Vivo users planning
to switch to
OnePlus 20.8%
Samsung 16.3%
Apple 10.1%
OPPO users planning
to switch to
OnePlus 16.7%
Realme 11.4%
Samsung 10.9%
Brand-wise % of people who wish to move to other brands from their current ones
Apple users planning
to switch to
OnePlus 8.0%
Samsung 7.3%
Google 4.0%
33. When people plan to buy their next phone
35% said during the pre-Diwali festive sales
When are you planning to buy your next smartphone?
During the pre-Diwali
festive sales (Amazon
Great Indian Festival,
Flipkart Big Billion Days,
etc.), 35.3%
In the next 5 to 6
months, 24.5%
I'm not looking to
buy a phone
anytime soon,
40.2%
34. Where people would prefer to buy a new phone if…
Online and offline prices
are the same
Online price is ₹1000
cheaper than offline
Offline price is ₹1000
cheaper than online
Online,
41.0%
Offline,
34.0%
Not sure,
25.0%
Online,
57.4%
Offline,
20.2%
Not
sure,
22.4%
Online,
23.3%
Offline,
46.0%
Not sure,
30.7%
35. Which online store would you prefer to buy your next phone on (if there
is no difference in price)?
38.5%
35.0%
21.4%
5.0%
Flipkart Amazon.in Brand's own store
(Samsung.com, Mi.com,
OPPO Store, etc.)
Other e-commerce
stores (Tata CliQ, Happi
Mobiles, etc.)
Where people prefer to buy a new phone online
Almost 4 in 10 people prefer Flipkart
36. Which of these products would you consider buying, if you get good
deals during the upcoming festive sales?
Earphones /
Headphones /
Speakers, 24.6%
Smartwatch /
Fitness tracker,
20.3%
Laptops, 15.9%
Tablets, 5.1%
Wireless charger,
4.5%
Others, 7.7%
Not looking to buy
any, 21.8%
Likelihood to buy new products in the upcoming festive sales
Almost 70% people would buy some type of gadget if they get good deals