Durability Takes Center Stage: CMR Study Highlights Shift in Smartphone Consumer Preferences

As per a new study by Cybermedia Research (CMR), majority of Indian consumers now place durability above all other factors affecting their smartphone purchasing decisions. In fact, the report suggests that 88% of users now rate build quality as one of their top three considerations when upgrading a phone – and around 60 percent claim they would even pay more if it meant having “much” stronger phones.

All About the CMR Report

Conducted through a survey among more than 2,000 consumers in the age group of 18-50 years across major Indian cities, it reflects an increasing demand for smartphones that could bear all types of smartphone blemishes. This trend is also consistent with consumers’ growing reliance on their devices for everyday tasks and a desire to lead more stress-free lives.

Commenting on the findings of this study, Sugandha Srivastava, Senior Manager – Industry Consulting Group at CMR said “Our research indicates that smartphone durability is no longer solely about avoiding scratches and cracks; it’s about safeguarding users’ digital lives. The fear of data loss and losing cherished memories is a major concern, prompting consumers to prioritize reliability and longevity. This presents a significant opportunity for brands that prioritize building robust and enduring devices.”

Key Highlights from the CMR Survey

• Durability Concerns are High: 84% of respondents have concerns about owning a smartphone that has such poor durability. Shatterproof screens are the most desired (78%), followed by robust, scratch-resistant materials for 65%.
• Fear of Damage is Common: 72% are scared to drop their devices, with cracked screens occurring in one-third (39%) and non-functioning displays common.

• Emotional Impact of Damage: Disappointment was by far the most common emotion users reported after damaging smartphones (61%). Losing data and memories can be 63% for losing critical concerns.
• Brand Leadership:  However, some smartphone brands do it better as far as longevity, ease of use and brand trust are concerned – A true testament to brand leadership. The brand that emerged as the number one pick for 60% of consumers was HONOR, while Xiaomi and Samsung followed closely at a figure of 46%, and another percentage point lower respectively.

The CMR study clearly points out this trend, with the increasing importance of durability in smartphones to not only fight physical damage but also withstand protection for invaluable digital assets. As this trend gains momentum, manufacturers poised to meet these evolving consumer expectations stand to gain significantly in an increasingly competitive market.

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