According to an April 2022 GAP analysis of the top 5 parameters that define smartphone expectations among buyers by research firm Tekark, asking potential users about the battery, memory and storage and audio experience before they make a purchase decision. On the other hand, there is still room for improvement in the experience on these parameters. The camera is the only distinguishing parameter where the experience exceeds expectations.
The top five features have a defining impact on smartphones with positive ratings on popular ecommerce platforms like Amazon and Flipkart. The camera leads the way in receiving positive ratings of 5 and 4, with 45.9% and 42.6% of 5-star ratings being attributed to performance and camera quality. After this, the number of battery, display, audio and storage comes in the same order.
For smartphone OEMs, it is equally important to improve the performance and experience of these parameters to achieve more positive ratings, which have a direct bearing on the ‘sales’ of the smartphone.
Among the top 5 parameters, audio stands out in terms of users who are looking for the technology behind its enhancement. This makes the awareness of technology providers in the audio space high in these 5 parameters. Within audio enhancement technology providers, Dolby recalls as well as positively impact ratings with which users rank their smartphones. Close to 70% of the 5- and 4-star ratings within audio are attributed by users to the presence of Dolby technology in these smartphones. This makes Dolby a high awareness and recall technology provider not only within audio, but also among component and technology manufacturers for smartphones. Apart from Dolby, Qualcomm and MediaTek are the other two technology makers in the smartphone ecosystem that have high awareness among users.
As for the remaining smartphone features in the top 5, although smartphone OEMs talk about and promote manufacturers of image sensors, lenses, displays, etc., it is not yet registered in the minds of users who are looking for a smartphone.