A study by CMR India and HMD Global finds Indians want high-quality music and audio experience from both smart and feature phones
CMR India in partnership with HMD Global did a study to find out how COVID-19 had an impact on the changing mobile usage habits and behaviour of Indian consumers. The study finds that Indian consumers are giving more preference to high-quality music and audio from both feature phones and smartphones.
The study shows that music consumption is on the rise among both feature phone and smartphone users as India emerges from the lockdown. The audio quality is also very essential for Indian consumers when it comes to buying even a feature phone and consumers from socio-economic sections A and B are open to buying a feature phone as a secondary device for music consumption and also seek digital detox.
Satya Mohanty, Head-Industry Consulting Group, CMR said “Amongst consumer cohorts, feature phone users are now seeking to upgrade to better quality feature phones that promise long battery life and music storage. This is driven by the need for a potentially elevated consumer experience when it comes to listening to music on FM and MP3. On the other side, the significant digital overload with blurring work-life boundaries are pushing smartphone users to seek ‘digital detox’. As such, they are now open to a reliable companion phone,”
The study shows that music consumption is on the rise among both feature phone and smartphone users as India emerges from the lockdown. The audio quality is also very essential for Indian consumers when it comes to buying even a feature phone and consumers from socio-economic sections A and B are open to buying a feature phone as a secondary device for music consumption and also seek digital detox.
Satya Mohanty, Head-Industry Consulting Group, CMR said “Amongst consumer cohorts, feature phone users are now seeking to upgrade to better quality feature phones that promise long battery life and music storage. This is driven by the need for a potentially elevated consumer experience when it comes to listening to music on FM and MP3. On the other side, the significant digital overload with blurring work-life boundaries are pushing smartphone users to seek ‘digital detox’. As such, they are now open to a reliable companion phone,”
Below are some findings from the study
- Three in every four respondents listen to music, at least once in a day. Beyond music, smartphone consumers also tune to podcasts, while 81% feature phone cohorts prefer FM and MP3.
- One in every three users prefer freemium audio content. Average time spent on listening to music and other content is around 7 hours a week.
- 76% of consumers indicate the need for digital detoxing.
- As per smartphone users, the additional device should have long battery life (86%), high-quality music and powerful speaker (70%).
- Users look for Brand Trust (84%) and reliability (78%) in a feature phone brand.
This is well in time when Nokia Mobile is all set to launch the Nokia 5310 in India which is a music-centric feature phone that comes with Dual Front-firing speakers. The phone also has dedicated music keys and will bring back a lot of past memories for many and offers what consumers are looking for from a feature phone for music consumption i.e dual front-firing speakers, wireless FM, expandable storage up to 32 GB for storing offline music. I feel Nokia 5310 if priced well in India could be a big sales hit.
You can check out full statistics based on Age groups of the consumers by visiting the source link.
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