Survey: Smartphone Consumers Willing to Pay More for a Better Processor

• Processor performance takes the lead in smartphone purchase decisions. • 28% of the respondents consider the smartphone’s processor type as the top factor for performance. • The processor speed is at the top (16%) when it comes to consumers’ willingness to pay more for a certain feature. Processor speed is followed by battery life (13%) and 5G connectivity (12%). • With chipset companies foraying into AI technology, over 80% of the respondents are aware of MediaTek's initiatives in AI.

India’s smartphone buyers prioritize processor performance when choosing a device, followed by battery life, storage capacity and camera quality, according to a recent consumer survey conducted by Counterpoint Research. With increasing reliance on smartphones, consumers are more cautious and informed in their purchase decisions. As a result, they are now willing to pay a premium for faster processors to ensure better performance. The survey, conducted across India among 1,097 respondents, aimed to understand key factors influencing smartphone purchases and the importance of chipsets for users.

According to the survey, 28% of the respondents believe processor performance significantly impacts overall device performance. When it comes to paying extra for features, processor speed tops the list, with 16% willing to spend more, followed by battery life (13%) and 5G connectivity (12%). Commenting on the processor’s role in smartphone purchase decisions, Senior Research Analyst Shivani Parashar said, “Processor performance has become the key factor for consumers when purchasing a smartphone, as 84% of the respondents are familiar with the role of chipsets in a smartphone. Buyers are willing to pay a premium for faster and more efficient devices. As GenAI continues to evolve, the smartphone experience is set to become even more personalized. Chipset companies are driving innovation as the industry shifts focus from simple connectivity to AI-powered processors that deliver smarter, faster and more personalized smartphone experiences.” According to the survey, Qualcomm, Exynos and MediaTek are the top chipset brands people are familiar with. In the case of MediaTek, which had more than 50% share in India’s smartphone shipments in 2024 (according to Counterpoint’s Global Handset Model Sales Tracker), over 80% of the respondents are aware of its AI initiatives, reflecting the growing importance of AI in smartphones. Parashar added, “As GenAI becomes a pivotal feature in mobile experiences, players like MediaTek are well-positioned to drive this evolution, offering robust hardware and software ecosystems that enable next-generation AI-powered smartphones. MediaTek continues to lead the smartphone market in India, underscoring its dominance in one of the world’s most competitive and fast-growing markets.” Disclaimer This survey was commissioned by MediaTek India. It aimed to understand and explore the end-user's chipset awareness, perception, opinions and preferences, emphasizing the role of chipset branding in smartphone purchase decisions. Further, it aimed to analyze smartphone usage patterns, including the influence of emerging technologies. Beyond smartphones, the survey investigated awareness and the perceived importance of chipsets in vehicles. Counterpoint Research conducted the survey across India, capturing the experience of over 1,097 respondents covering all tiers of towns. We expect the survey results to be accurate within the +/- 4% range.

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