Despite high demand for compact phones in India, consumers have limited options: Counterpoint Report

Around 71 per cent of consumers in India are looking for compact phones (less than 6.5-inch), but have limited options in the market.

India, which has world's fastest growing smartphone market globally, houses a more than 200 brands. The subcontinent is second only to Chinese market in terms of sale of units globally.

Though there is decline in recent quarters, millions of smartphones are being sold in India. Big brands such as Samsung and Xiaomi have witnessed sharp decline in their market share, but Vivo, Oppo, and Apple have gained significant foothold in the country.

OnePlus-commissioned Counterpoint Research has come up with a report with an interesting insight on buying pattern of consumers' (aged 18-35 years) in tier-1 and tier-2 regions.

Around 71 per cent of people are looking for compact phones (less than 6.5-inch), but have limited options in the market.

6.5-inch screen is pretty big compared to phone models which were available in the 2011-15 era. However, thanks to new-age display technology and design, the companies have managed to offer phones with a wide-screen and near-zero bezel around the edges whilst maintaining compact form factor.

This allows one-handed usage for responding to a text message or take selfies with less hassle. Also, while gaming, the phone will be lighter and easy to play.

With big phones (with more than 6.5-inch screen), one has to hold two hands to message or take photos. The devices are heavy and this affects gaming experience as well. And, for men and even women too, it is almost impossible to hold such big phones in the front pocket of the shirt or in the pant pockets, which are prone to theft in crowded public spaces.

In the market currently, very few are offering compact phones expect for Apple, Samsung and Google. They have iPhone 16, 16e (both have 6.1-inch display), Galaxy S25 (6.2-inch), and Pixel 9, 9A (both come in 6.3-inch screen sizes), respectively, but have their short comings.

“Consumers want compact devices without compromising on core features like processor performance and battery life. Many of the consumers who are approaching their upgrade cycles are now leaning towards compact smartphones. This shift is driven by the desire for more comfortable, long-term use. However, the availability of compact yet powerful options in the market still remains limited. About 90 per cent of smartphones launched in 2024 featured screens larger than 6.5 inches. Hence, this highlights a clear opportunity for smartphone brands to introduce powerful compact smartphones to meet consumer demand,” said Tarun Pathak, Counterpoint Research Director.

One of the major pain points of owning a compact phone is the battery life. For normal use with Wi-Fi connectivity at home and office/college, the device can easily last a day. But, with extreme gaming or binge watching multimedia content on social media platforms and OTT apps, the device may not last till the dinner time. If fully depended on the cellular network all-day, it can't even last till the evening tea.

Only a few like Apple, which has full control over key components such as processor, operating system and design of the battery, is able to create iPhone with small battery to last longer than rival brands in the same class.

This again highlights the fact that there is lack of options for consumers to get a good compact phone in the market.

The report says that 88 per cent are likely to purchase a compact smartphone if it delivers flagship-level performance. And more than half of the respondents don't want to compromise on processor performance and battery life when purchasing a compact smartphone.

If theses aspects are taken care off by Android phone makers, people will get better options with affordable pricing.

Besides Apple, consumers are looking for better compact phones from Samsung and OnePlus brands.

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