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In Focus: Smartphone Decisions Among Camera-Driven Consumers
Research Objectives
To understand the Customer profile (psychographics/lifestyle), purchase drivers, usage behaviour and next smartphone expectations and features.
Target Group
Gender : Males and Females = 60:40
Age group : 18-35 years
Profession: Mix of student, Homemaker, Salaried and Business
SEC: A/A1+
Approach and Methodology
Online In-Depth Interviews
1.5 - 2 Hours
Sample Size: 58 IDIs
Market: Delhi, Mumbai, Bangalore, Surat, Bhubaneshwar & Indore
Usership
Mix of Online and Offline buyers
Camera was the key reason buy this smartphone.
Recent buyers (within Last 6 months) and mix of brands – Samsung (A, M, F), OnePlus, Vivo, Oppo, Realme, Xiaomi
Price Segment: INR 15-20K, 20-30K, 30-50K, 50K+.
Camera enthusiast who capture photos & videos as well as share (social uploads/ peer share) with or without editing.
Casual camera user - (Users who spend >8 hours on Instagram weekly, and share >10 posts yearly , >100stories yearly)
Advanced camera users - (Such as social media / digital entrepreneurs, bloggers/ nano influencers, creators, professional photographers, videographers, users with 5k+/30K+ followers)
