Consumer demand for better sound quality on their smartphones is increasing as per CMR Survey!

Over the course of last year, smartphones have become an even more integral part of everyday lifestyle than ever before. Our need for human interaction and social distancing being the new norm led smartphones with good quality audio, to be a primary source to stay connected with loved ones. CyberMedia Research (CMR), a leading Indian technology market research firm, today released findings from its CMR Spotlight Survey 2021: Importance of Audio in Smartphones for Maharashtra.

During the festivities of Ganesh Chaturthi, insights from CMR’s survey point to an overwhelming majority of the smartphone users preferring to connect virtually with their loved ones to partake in the festivities. This, in turn, has led to an increase in consumer demand for better sound quality on their smartphones as audio plays a key role in providing an immersive experience, whether it be for consuming information or entertainment. For every 3 in 4 smartphone users in Maharashtra, audio quality is the top-most priority in the neo-normal influencing smartphone purchases.

In the homebound economy, the content consumption amongst consumers has increased manifold. With more users watching content on their smartphones, the demand for premium audio experience has increased vastly.

According to Prabhu Ram, Head-Industry Intelligence Group, CMR, “Maharashtra’s smartphone users are aspirational, actively consume content on their smartphones, and seek the best-in-class experiences. With the increase in the usage of smartphones, they demand better, and more refined audio quality. Leading technology providers, such as Dolby, are fulfilling these user needs by providing them with rich and immersive experiences across devices especially smartphones.”

The CMR Spotlight Survey 2021: Importance of Audio in Smartphones, underlines various audio consumption habits among Indian consumers and revealed that the smartphone users of Maharashtra are now prioritizing and seeking premium audio quality as one of the top criteria while choosing which smartphone to purchase.

Some of the key findings of the survey in Maharashtra are as follows:

• Audio is king: For the smartphone users, audio is an integral part of their lifestyle, providing them with emotional strength and an escape from their high digital overloads.

• Quality Audio brings consumers closer: 69% respondents feel more connected to friends and family through shared audio experiences.

• Music (92%), Movies (75%) and User-Generated Content on YouTube (73%) are the top three preferred content types on smartphones.

• Quality is important: 58% smartphone users in Maharashtra seek more immersive and refined smartphone audio experience, one that delivers depth and detail in content.

• Seeking Premium Experience: 94% of Maharashtra’s smartphone users trust audio technologies such as Dolby Atmos to elevate their movie and music experience on their smartphones.

The smartphone market in India is growing at an exponential pace. Through the years, mobile phones have emerged as a critical device that has enabled users to overcome geographic barriers and socio-economic status to interact with each other and embrace technology. The consumers of today are increasingly aware and demand audio quality in their smartphones to be able to enjoy premium, immersive experiences wherever they go.

About CMR Spotlight Survey 2021: Importance of Audio in Smartphones

The CMR Spotlight Survey 2021: Importance of Audio in Smartphones, covered >400 smartphone users in the age groups of 18 to 40, and socio-economic levels of SEC A & SEC B. The survey was conducted in July 2021, in Mumbai and Pune.

For results based on a randomly chosen sample of this size, there is 95% confidence that the results have a statistical precision of plus or minus 3% of what they would be if the entire population had been surveyed.

Keerti Kadam.