Indian Smartphone Buyers Shift Focus to AI Features and Real-World Usage Over Raw Specs
The Flipkart-Counterpoint report reveals Indian buyers prioritise AI features and durability; upgrade cycles stretch to four years.
A new industry report has highlighted a major shift in smartphone buying behaviour in India, showing that consumers are now prioritising artificial intelligence (AI) features, real-world usability, and long-term value over traditional specifications. The findings suggest that users are increasingly focusing on how smartphones perform in everyday tasks such as communication, work, entertainment, and content creation, rather than upgrading frequently for incremental hardware improvements.
The report, titled Smartphone Insights Report 2026, released by Flipkart in collaboration with Counterpoint Research, indicates that nearly 89 per cent of users now consider AI features when purchasing a smartphone. These AI tools are widely used for functions such as content generation, voice assistance, search, and productivity support, with younger users primarily engaging with AI for entertainment, while older and working professionals use it more for efficiency and planning.
Alongside AI adoption, the report highlights that core specifications such as performance, camera quality, and battery life are now considered basic expectations rather than premium features. Around 45 percent of consumers are willing to pay extra for better performance, while 57 percent place strong importance on camera upgrades, showing that hardware improvements still matter but only when they significantly enhance the user experience.
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Trust and affordability also play a key role in purchase decisions, with 57 per cent of buyers influenced by brand reputation and 56 per cent relying on online reviews before making a final choice. Price sensitivity remains high, with 60 per cent of users prioritising value for money, while 43 per cent of consumers are opting for EMI options to afford higher-end smartphones, reflecting a growing trend of financial flexibility in device purchasing.
The report also notes that smartphone upgrade cycles in India are becoming longer, stretching to nearly four years compared to around 3.5 years earlier. This change is linked to rising device costs and improved durability of modern smartphones. Additionally, design preferences are evolving, with 64 percent of users now favouring more colourful and visually distinctive devices, indicating that aesthetics, AI capabilities, and practical utility are collectively shaping the future of smartphone demand in India.
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