Audio quality in smartphones is a key factor for Indians when they buy smartphones

The digital natives (in the age group of 18-24 years) are the most active content consumers, spending more than 20 hours per week online on audio consumption  

author_img IANS Published :  18th October 2021 04:40 PM   |   Published :   |  18th October 2021 04:40 PM
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Audio quality is the top-most driver (69 percent) influencing consumer smartphone purchases in India.

The digital natives (in the age group of 18-24 years) are the most active content consumers, spending more than 20 hours per week online on audio consumption.

According to the study by market research firm CyberMedia Research (CMR) in collaboration with Dolby, over the past year, audio has been increasingly integrated into consumer lives in the country.

"After a year and more of social distancing, audio consumption trends have further intensified. The consumer relationship with audio is constantly evolving. Audio is playing a key role in consumer lives across content types - episodic shows, music, movies, live sports, or mobile gaming," Prabhu Ram, Head-Industry Intelligence Group, CMR said in a statement.

Amongst digital natives, the survey highlights a remarkable 8 percent point jump in consumers, over the previous annual study, prioritising audio as a key smartphone purchase driver in 2021 at 71 percent.

Digital natives are tech-aware, and presumably highly satisfied with the camera and battery innovations brought forth by smartphone OEMs (original equipment manufacturers).

Movies (86 percent), music (82 percent), user-generated content (68 percent) are the three most preferred content forms for consumers on their smartphones.

User-generated content, via platforms such as Instagram Reels, has exploded and overtaken episodic content consumption as the third-most preferred content type. Consumers continue to seek more depth and detail, along with more immersive and richer audio experiences.

"The desire for having all three features namely voice and dialogue clarity, depth details as well as the immersive experience has increased by 68 percent," the study said.

*Edited from an IANS report

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