91mobiles' annual survey on smartphone ownership, loyalty trends, desired features and user satisfaction is here, and highlights interesting insights in the Indian smartphone industry.

1. The Great Indian Smartphone Survey
November 2020
Voice of 15,000+ 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 devices
Peoples’ rating on quality of after-sales support
Which smartphone brand people would like to own next
1
2
3
4

3. Demographic split and methodology
Demographic Split of Respondents
Survey Methodology
Gender:
 78% men
 22% women
Age:
 25% below 22 years
 41% between 22 and 34 years
 19% between 35 and 44 years
 15% above 44 years
Region:
 North 27%
 South 24%
 West 27%
 East 22%
 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 2019 has been compared with respondent data from 2020, where applicable,
to analyse trends.
2) For slides with more than one graph, please note each graph is set at its own scale

4. Trends in smartphone ownership

5. Smartphone brands people own today
Samsung displaces Xiaomi from the top spot with current share of 27%
Breakup of smartphone brands owned by people currently
Samsung
27.2%
Xiaomi
20.2%
Realme
10.2%
Vivo
8.7%
OPPO
6.8%
OnePlus
5.6%
Apple
3.2%
Motorola
3.2%
POCO
2.1%
ASUS
1.9%
Nokia
1.9%
Honor
1.8%
Huawei
0.8%
Other
6.2%

6. Smartphone brands with the highest gain in ownership share
(From 2019 to 2020)
VivoApple
1.8%
3.2%
2019 2020
% of people owning Apple
devices
6.8%
8.7%
2019 2020
% of people owning Vivo
devices
21.4%
27.2%
2019 2020
% of people owning
Samsung devices
Samsung
Note: Includes brands with more than 10%
increase in ownership share from 2019 to 2020

7. ASUSHonor
4.5%
1.8%
2019 2020
% of people owning Honor
devices
3.6%
1.9%
2019 2020
% of people owning ASUS
devices
Smartphone brands with the steepest decline in ownership share
(From 2019 to 2020)
Note: Includes brands with more than 10%
decline in ownership share from 2019 to 2020
Xiaomi
23.6%
20.2%
2019 2020
% of people owning Xiaomi
devices

8. HuaweiMotorola
4.8%
3.2%
2019 2020
% of people owning Motorola
devices
1.1%
0.8%
2019 2020
% of people owning Huawei
devices
Smartphone brands with the steepest decline in ownership share
(From 2019 to 2020)
Note: Includes brands with more than 10%
decline in ownership share from 2019 to 2020
Nokia
2.5%
1.9%
2019 2020
% of people owning Nokia
devices

9. Breakup of smartphone brands people plan to buy next
Samsung is likely to lead with 3 in 10 people planning to buy a Samsung device next
Breakup of smartphone brands people plan to buy next
Samsung
31.0%
OnePlus
15.6%
Apple
12.1%
Xiaomi
11.5%
Realme
11.3%
Vivo
4.9%
OPPO
3.3%
Motorola
1.8%
Nokia
1.4%
ASUS
1.3%
Huawei / Honor
0.8%
Other
5.2%

10. 9.9%
8.8%
3.8%
1.2%
-0.5% -0.7%
-1.4% -1.9%
-3.5% -3.8%
-8.7%
OnePlus Apple Samsung Realme Nokia ASUS Motorola Huawei /
Honor
OPPO Vivo XiaomiShare*
Current 5.6% 3.2% 27.2% 10.2% 1.9% 1.9% 3.2% 2.7% 6.8% 8.7% 20.2%
Future 15.6% 12.1% 31.0% 11.3% 1.4% 1.3% 1.8% 0.8% 3.3% 4.9% 11.5%
*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
How ownership share of brands may change in the future
OnePlus is likely to gain the most users, while Xiaomi may lose the most

11. Latest smartphone features that users want
Fast charge and high screen refresh rate are becoming the most sought-after features
Fast charge support
(30W and above)
23%
High screen refresh
rate (90Hz and above)
21%
High-resolution
cameras (64MP and
above)
22%
Waterproofing
14%
Wireless charging
8%
None of the above
12%
Latest features that people want in their phones

12. Most popular smartphone use cases during COVID-19
Social networking (to
stay connected with
friends and family)
24%
Listening to music /
watching movies
18%
Using it for work
purposes
18%
Video calling
16%
Mobile gaming
14%
Staying fit
8%
None of the above
2%
What people most used their smartphones for during COVID

13. Whether increased usage of phone due to COVID-19 affected its
performance
Yes
66%
No
22%
My phone usage
hasn't increased
12%
Is your phone able to handle the increased usage for multiple
activities on account of COVID-19?

14. Quick recap of best-performing brands

15. Demographic Trends

16. Smartphone brands that are more popular among younger users
VivoRealme
18.0%
9.4% 7.8% 6.6%
Below 21 22 to 34 35 to 44 Above 44
% of people using Realme
devices across age groups
9.5% 9.2% 8.5%
6.6%
Below 21 22 to 34 35 to 44 Above 44
% of people using Vivo
devices across age groups
5.3%
6.5%
4.4%
5.1%
Below 21 22 to 34 35 to 44 Above 44
% of people using OnePlus
devices across age groups
OnePlus

17. Smartphone brands that are more popular among older users
19.8%
26.5%
31.0% 32.4%
Below 21 22 to 34 35 to 44 Above 44
% of people using Samsung
devices across age groups
Samsung
1.6%
3.3%
4.0% 4.1%
Below 21 22 to 34 35 to 44 Above 44
% of people using Motorola devices
across age groups
Motorola

18. Smartphone brands that are more popular among women
Vivo
OPPO
8.3%
6.6%
Women Men
% of people owning OPPO
devices
10.3%
8.6%
Women Men
% of people owning Vivo
devices
30.3%
27.0%
Women Men
% of people owning
Samsung devices
Samsung

19. Smartphone brands that are more popular among men
OnePlusRealme
6.9%
10.4%
Women Men
% of people owning Realme
devices
3.7%
5.8%
Women Men
% of people owning OnePlus
devices
1.3%
2.2%
Women Men
% of people owning POCO
devices
POCO

20. User satisfaction with current smartphone
brand

21. Overall user satisfaction by brand
OnePlus and Apple win with 7 in 10 users saying they are happy with their phones

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

23. User satisfaction with phone’s performance
OnePlus and Apple users are the most satisfied with their phone’s performance

24. User satisfaction with phone’s rear camera
Apple users are the happiest with its camera
41.9%
42.6%
44.9%
49.1%
50.9%
51.8%
51.9%
55.3%
56.9%
57.2%
63.1%
67.1%
74.0%
Motorola
ASUS
Honor
Xiaomi
OPPO
Nokia
Vivo
Huawei
Realme
POCO
Samsung
OnePlus
Apple
% of people who are satisfied with their phone's rear camera

25. User satisfaction with phone’s front camera
Apple users are the happiest with its front camera as well
35.2%
36.4%
38.9%
44.0%
48.2%
49.4%
52.3%
52.6%
52.9%
56.4%
56.5%
57.2%
65.1%
Motorola
ASUS
Honor
Xiaomi
Huawei
Realme
Nokia
POCO
OPPO
Vivo
Samsung
OnePlus
Apple
% of people who are satisfied with their phone's front camera

26. User satisfaction with phone’s display capabilities
OnePlus offers the best screen capabilities

27. User satisfaction with phone’s software
Apple and OnePlus again continue to top in terms of software performance

28. The most value-for-money (VFM) brands
OnePlus, POCO and (surprisingly) Apple are at top as brands delivering great value
*On a 5-point scale

29. Quick recap of best-performing brands

30. Quick recap of best-performing brands

31. Service Quality

32. Service centre visits and experience
1 in 2 people have visited a service centre at least once to fix their phone’s issues
Average
16%
Good
15%
Poor
4%
Very good
12%Very poor
3%
Have not taken my
smartphone to a
service centre
50%
People’s rating of quality of support provided at service centre

33. User satisfaction with service quality
Apple has the best service quality, followed closely by OnePlus
41.2%
43.7%
45.9%
47.4%
54.5%
55.6%
55.6%
56.3%
57.5%
60.6%
64.4%
65.0%
66.5%
ASUS
Motorola
Xiaomi
Honor
OPPO
Vivo
Realme
POCO
Nokia
Samsung
Huawei
OnePlus
Apple
% of people who are satisfied with their brand’s service quality

34. Quick recap of best-performing brands

35. Brand Loyalty

36. Brand loyalty
Apple and Samsung dethrone OnePlus from its top spot
69.4%
59.7%
50.9%
34.3%
32.2%
27.0%
21.1% 20.2% 18.7% 17.8% 16.9%
Apple Samsung OnePlus Realme Xiaomi Vivo OPPO Motorola Nokia Honor /
Huawei
ASUS
% of people likely to buy from the same smartphone brand when they upgrade next

37. Samsung Apple Motorola Vivo Realme Xiaomi OPPO ASUS OnePlus Nokia Honor/
Huawei
44.1% 62% 15% 30.3% 39.7% 37.6% 27.2% 23.4% 62.8% 30.7% 32.0%
59.7% 69.4% 20.2% 27% 34.3% 32.2% 21.1% 16.9% 50.9% 18.7% 17.8%
Brand loyalty of current users in 2019 Brand loyalty of current users in 2020
Change in brand loyalty from last year
Samsung and Apple saw a big jump, while Nokia and Honor/Huawei saw a big dip
15.5%
7.4%
5.1%
-3.3%
-5.3% -5.4% -6.1% -6.4%
-11.9% -12.1%
-14.2%
% change in number of users who want to buy from the same brand when
they upgrade next in 2019 vs 2020

38. How major brands will lose when users upgrade next
Vivo users planning
to switch to
Samsung 20.8%
OnePlus 18.2%
Realme 9.7%
Samsung users
planning to switch to
Apple 10.6%
OnePlus 9.9%
Realme 5.9%
Xiaomi users
planning to switch to
Samsung 22.0%
OnePlus 13.7%
Realme 11.7%
Realme users
planning to switch to
Samsung 17.8%
OnePlus 16.9%
Apple 10.9%
OPPO users planning
to switch to
Samsung 20.2%
OnePlus 17.0%
Realme 10.1%
OnePlus users
planning to switch to
Apple 26.0%
Samsung 12.5%
Xiaomi 2.8%
Brand-wise % of people who wish to move to other brands from their current ones

39. Quick recap of best-performing brands