Insights from our latest smartphone survey, with information on ownership patterns, brand loyalty and more.

1. The Great Indian Smartphone Survey
(August 2023)
Voice of 12,000+ 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 device
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:
 84% men
 16% women
Region:
 North 46%
 West 28%
 East 14%
 South 12%
 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 2022 has been compared with respondent data from 2023, where applicable,
to analyse trends.
2) For slides with more than one graph, each graph is set to its own scale
Age:
 3% below 18 years
 22% between 18 and 24 years
 35% between 25 and 34 years
 26% between 35 and 44 years
 14% above 44 years

4. Trends in smartphone ownership

5. Smartphone brands people own today
Samsung is at the top with 20% people owning its smartphones
Breakup of smartphone brands owned by people currently
Samsung, 19.8%
Xiaomi, 16.5%
Realme, 14.3%
Vivo, 11.7%
OPPO, 8.9%
OnePlus, 6.1%
Motorola, 3.6%
POCO, 3.2%
Apple, 3.0%
Infinix, 2.2%
Nothing, 1.9%
iQOO, 1.8%
Tecno, 1.3%
Google, 0.9%
Other, 4.9%

6. Vivo
Samsung
Smartphone brands that have gained in ownership share
(From Aug 2022 to Aug 2023)
17.0%
19.8%
Aug 2022 Aug 2023
% of people owning Samsung
devices
9.7%
11.7%
Aug 2022 Aug 2023
% of people owning Vivo
devices

7. Motorola
Smartphone brands that have gained in ownership share
(From Aug 2022 to Aug 2023)
Nothing
1.9%
3.6%
Aug 2022 Aug 2023
% of people owning Motorola
devices
0.4%
1.9%
Aug 2022 Aug 2023
% of people owning Nothing
devices

8. OPPO
Realme
Smartphone brands that have gained in ownership share
(From Aug 2022 to Aug 2023)
13.2% 14.3%
Aug 2022 Aug 2023
% of people owning Realme
devices
8.5% 8.9%
Aug 2022 Aug 2023
% of people owning OPPO devices

9. Infinix
Tecno Google
1.0%
1.3%
Aug 2022 Aug 2023
% of people owning Tecno
devices
0.7%
0.9%
Aug 2022 Aug 2022
% of people owning Google
devices
Smartphone brands that have gained in ownership share
(From Aug 2022 to Aug 2023)
1.9%
2.2%
Aug 2022 Aug 2023
% of people owning Infinix
devices

10. Xiaomi OnePlus
Smartphone brands that have declined in ownership share
(From Aug 2022 to Aug 2023)
18.8%
16.5%
Aug 2022 Aug 2023
% of people owning Xiaomi
devices
8.3%
6.1%
Aug 2022 Aug 2023
% of people owning OnePlus
devices

11. POCO
Smartphone brands that have declined in ownership share
(From Aug 2022 to Aug 2023)
4.3%
3.2%
Aug 2022 Aug 2023
% of people owning POCO
devices
iQOO
2.7%
1.8%
Aug 2022 Aug 2023
% of people owning iQOO
devices

12. Breakup of smartphone brands people plan to buy next*
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.
Samsung, 18.3%
OnePlus, 16.3%
Apple, 12.7%
Realme, 7.7%
Xiaomi, 6.7%
Vivo, 6.7%
Motorola, 6.0%
OPPO, 5.3%
Nothing, 5.0%
iQOO, 3.2%
Google, 3.0%
Infinix, 2.6%
POCO, 1.4%
Nokia, 0.9%
ASUS, 0.9%
Tecno, 0.6% Micromax, 0.3%
Other, 2.5%

13. 10.2% 9.7%
3.1% 2.4%
1.4%
0.4%
-0.7% -1.5% -1.8%
-3.6%
-5.0%
-6.6%
-9.8%
OnePlus Apple Nothing Motorola iQOO Infinix Tecno Samsung POCO OPPO Vivo Realme Xiaomi
How ownership share of brands may change in the future
OnePlus is likely to gain the most users, while Xiaomi may lose the most
Current 6.1% 3.0% 1.9% 3.6% 1.8% 2.2% 1.3% 19.8% 3.2% 8.9% 11.7% 14.3% 16.5%
Future 16.3% 12.7% 5.0% 6.0% 3.2% 2.6% 0.6% 18.3% 1.4% 5.3% 6.7% 7.7% 6.7%
Share*
*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

14. – The Great Indian Smartphone Survey 2023 by 91mobiles
Recap of best-performing brands

15. User satisfaction with current smartphone
brand

16. User satisfaction with phone’s battery
Infinix is the best brand in terms of battery reliability

17. User satisfaction with phone’s speed
Apple tops the list with ~80% users saying they are happy with their phone’s speed

18. User satisfaction with phone’s rear camera
Apple users are the happiest with its rear camera

19. User satisfaction with phone’s front camera
Apple users are the happiest with its front camera as well

20. User satisfaction with phone’s display capabilities
Apple offers the best screen capabilities

21. User satisfaction with phone’s software
Apple dethrones Nothing in best software performance

22. The most value-for-money (VFM) brands
Apple tops the list overtaking iQOO as the most VFM brand

23. Overall user satisfaction by brand
Apple claims pole position with 70% users saying they are happy with their phones

24. Recap of best-performing brands
– The Great Indian Smartphone Survey 2023 by 91mobiles

25. Service Quality

26. Service centre visits and experience
5 in 10 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?
Very good, 10.1%
Good, 14.0%
Average, 16.3%
Poor, 4.7%
Very poor, 4.3%
Have not taken my
smartphone to a
service centre,
50.6%

27. User satisfaction with service quality
Apple continues to have the best service quality

28. Recap of best-performing brands
– The Great Indian Smartphone Survey 2023 by 91mobiles

29. Brand Loyalty

30. 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
59.1%
45.8%
43.1%
38.1%
32.7% 32.2%
30.4%
26.3% 26.0%
24.1%
21.7%
14.2%
9.0%
Apple Nothing Samsung OnePlus Infinix Motorola iQOO Vivo OPPO Xiaomi Realme POCO Tecno

31. How major brands will lose when users upgrade next
Vivo users planning
to switch to
OnePlus 16.9%
Apple 12.5%
Samsung 10.8%
Samsung users
planning to switch to
OnePlus 14.5%
Apple 10.3%
Realme 4.6%
Xiaomi users
planning to switch to
OnePlus 18.7%
Samsung 13.4%
Apple 8.1%
Realme users
planning to switch to
OnePlus 16.6%
Apple 12.5%
Samsung 12.3%
OPPO users planning
to switch to
OnePlus 16.4%
Apple 11.8%
Samsung 11.1%
OnePlus users
planning to switch to
Apple 19.5%
Samsung 13.6%
Nothing 5.8%
Brand-wise % of people who wish to move to other brands from their current ones

32. How major brands will lose when users upgrade next
Infinix users planning
to switch to
Realme 14.5%
Samsung 10.0%
Vivo 6.8%
Apple users planning
to switch to
Samsung 20.3%
OnePlus 3.7%
Nothing 2.0%
POCO users planning
to switch to
Apple 12.4%
OnePlus 11.5%
Samsung 9.9%
iQOO users planning
to switch to
Apple 17.9%
OnePlus 14.7%
Samsung 10.9%
Motorola users
planning to switch to
OnePlus 13.6%
Samsung 13.6%
Apple 8.4%
Tecno users planning
to switch to
Realme 12.8%
OnePlus 9.8%
Samsung 9.0%
Brand-wise % of people who wish to move to other brands from their current ones

33. Recap of best-performing brands
– The Great Indian Smartphone Survey 2023 by 91mobiles

34. When and where people plan to buy their next
phone

35. When people plan to buy their next phone
38% 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.), 38.0%
In the next 5 to 6 months,
24.6%
I'm not looking to buy a
phone anytime soon,
37.4%

36. Latest smartphone features that people want
High resolution camera is the most sought-after feature
Latest features that people want in their phones
High-resolution
cameras (64MP,
108MP etc.), 28.1%
High screen
refresh rate (60Hz,
120Hz etc.), 21.4%
Waterproofing,
16.9%
Fast charge
support (30W and
above), 13.0%
Wireless charging,
7.7%

37. Where people would prefer to buy a new phone if…
Online and offline price
are the same
Online price is ₹1000
cheaper than offline
Offline price is ₹1000
cheaper than online
Online,
36.4%
Offline,
33.3%
Not sure,
30.3%
Online,
51.9%
Offline,
20.9%
Not sure,
27.2%
Online,
23.8%
Offline,
41.7%
Not sure,
34.5%

38. Which of these products would you consider buying, if you get good
deals during the upcoming festive sales?
Smartwatch /
Fitness tracker,
17.3%
Earphones /
Headphones /
Speakers, 13.5%
Laptops, 13.3%
Smart TV ,
10.6%
Tablets, 4.3%
Wireless charger,
3.2%
Other, 16.0%
Not looking to buy
any, 21.8%
Likelihood to buy new products in the upcoming festive sales
6 in 10 people would buy some type of gadget if they get good deals

39. Flipkart, 40.7%
Amazon.in, 27.0%
Brand's own store
(Samsung.com, Mi.com,
OPPO Store, etc.), 22.8%
Other e-commerce stores
(Tata CliQ, Happi Mobiles,
etc.), 9.5%
Where people prefer to buy a new phone online
Almost 4 in 10 people prefer Flipkart
Which online store would you prefer to buy your next phone on (if there
is no difference in price)?

40. Recap
– The Great Indian Smartphone Survey 2023 by 91mobiles