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Top 5 significant consumer behaviour patterns in smartphone market in India

Smartphone- Everyone’s lifeline

Phone and computer mashup brought to life a magical device called Smartphone. Bring together a phone and Internet and what you get is a large screen phone which can be used for doing anything. The first Smartphone was invented in the year 1992 and it was called IBM Simon. With the invention of iPhone in the year 2007, Smartphone became a mass consumption product.

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When we talk about Smartphones in India, which is one of the fastest growing economies in the world, it is currently the 2nd largest mobile handset market in the world. One of the reasons being there is a continuous increase in disposable income which has resulted in radical shift in the consumer behavior. Mobile phones have become essential parts of personal and business life. The mature Indian mobile consumers are increasing their preference for high-end handsets and young demographics desire to use mobile web technologies that could see the Smartphone markets soar. With the shelf life of a cell phone being only 24 months for an average consumer, the flow of old phones into the re-commerce industry has increased.

Listed below are the significant consumer behavior patterns that affect the sale and buying of Smartphones in India:

1. I want the best phone

We want to have the latest phone in the market even though it may be expensive. The day iPhone6 was set to launch many had already decided to purchase it. It didn’t matter if their present phone was just 4–5 months old.

Another example is One Plus, a Chinese Smartphone. It has some brilliant features like blasting fast performance and good screen. It stirred the market with an awesome marketing strategy. In advance of the OnePlus 2 launch, One Plus assured customers that obtaining invites would make it easier and handsets would ship a lot quicker than the OnePlus One. This unique process accumulated many buyers. The reason being the customers could buy a Smartphone which was not being sold in the market. The I-have-that-phone-but-you-don’t ideology worked.

2. Brand matters!

We all know it and we all do it. When it comes to possessing a phone, a Smartphone is necessary. Not just any Smartphone but the best and more expensive one than the other person. Today there are over 140 million Smartphone users in urban India. Before, having a phone was a luxury. Now what matters more is the brand of the mobile phone. No one asks- Do you have a phone? The question asked today is- Which Smartphone do you have? The new brands which don’t make much impact on the market are considered “less good”.

3. I want my PC in my Phone

We want everything on our fingertips and a Smartphone aptly does that. It combines not just a PC but also a camera, radio and mp3 player into one device. From internet facilities and gaming to calendar and notepad, it caters the infinite needs of every individual. This has brought down the sale of PCs.

There was a time when we had to wait till we reached home to upload photos on Facebook. But now it’s different. You take a picture and upload it on Facebook from your Smartphone. By the time you reach home, all your friends know about it and a detailed analysis is already done.

4. Smartphones make life easier

Beyond voice, three main trends shaping the so-called mobile culture: communication services such as voice, text and pictures; wireless internet services such as browsing, corporate access and e-mail, and different media services such as motion pictures, games and music. Consumers value Smartphone features that enhance their personal time planning. These high-rated features include calendar and e-mail services. It can also be used for transferring funds, booking a cab, reading a book, etc. which was impossible to do some years back. There are millions of apps and more are being created to make the consumer’s life easier than ever.

Another reason why Smartphones make life easier, each consumer looks for different features while buying a smart phone. Like, some want a phone with good camera, for gaming or video watching, etc. Smartphone companies cater to those needs by bringing out phones that are built to serve a specific purpose.

5. Need to stay connected

Connectivity is a necessity, not just food or shelter. In the present generation friends are essential for survival. Every event and emotion has to be shared with another person unlike before when we celebrated birthday only with the people next to us. With internet services just a touch away, it has become easy for consumers to stay connected with the world around them, be it news, entertainment or messaging services.

Smartphones have become the lifeline of every individual. With more innovations to come, it sure is going to boost the Smartphones market in India. India is set to become an even larger market with the growth of Smartphones to over 650 million in the next 4 years. With this growth the re-commerce market will be boosted.

Note: This post was originally published in January 2016 and has been completely revamped and updated for accuracy and comprehensiveness.

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How today’s digital and tech savvy global youth affecting the Re-commerce Industry?

The more logical and realistic generation- the Millennial, are the talk of the town in the marketing and re-commerce industry. They have grown up in a time of rapid change, giving them a set of priorities and expectations sharply different from other generations. How can one satisfy the needs of the Millennials? To answer this question, the marketing industry has come up with youth marketing. Youth marketing describes activities to communicate to their target audience ranging from 13 to 35 years age group. 
 
According to the United Nations, the Millennial generation accounts to 700 million in India, with its rising population to become the most populous country till 2022. It is also one of the largest Millennial population in the world. They’re the best-educated generation in independent India and most likely to drive the country to long-term prosperity.
Here are some characteristic differences of the Millennials which are the driving factors for today’s market.

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1. Digital World

The Millennials have grown up with internet and smartphones around them resulting in the use of screens more than ever. From playing video games to watching TV online, Gen Y uses the digital world to literally live their lives. Social media is extensively used to communicate and to make their views known to the world. Shopping has also taken to the online platform. The Millennials shop the most online accounting to 61% as compared to other age groups. With the rise in the re-commerce industry now the Millennials not just buy but also sell stuff online.

2. Best in everything

The Millennials want the best of technology in their hands. They want to have the latest phone in the market and if there’s another phone launched which is better and cooler than theirs, they want that. They move with trends. This generation doesn’t think too much about spending money. They spend 82% of their income. With the flow of more and more new goods into their homes, the raw material for re-commerce industry keeps increasing. The Millennials, therefore, is becoming a good supplier of old goods for the re-commerce industry.
 
3. There are exceptions

Even though they like to spend on gadgets and other improving technologies, when it comes to accommodation options they prefer renting a house to buying one. Statistics show, 29.9% of Millennials in 2010 lived with their parents as compared to 26.7% in 2001. But they plan to buy a house sometime in future. The importance of luxury has also minimized with the Millennials. They don’t always look out for expensive goods but they are satisfied even with second hand goods if it matches their quality standards. This provides a good market for re-commerce industry.

4. Authenticity over content

It’s important for the Millennials to gain trust on a company or brand before they decide to purchase anything. With everything online, the first thing they do is check for reviews. The best places where they find reviews are blogs. 33% of the Millennials rely on blogs before they make a purchase. Once they gain trust, they are loyal customers. 60% of the Millennials are often or always loyal to brands that they currently purchase. The sooner the brand builds a relationship and a deeper connection with the Millennials, the better because they will continue to purchase from there as an adult. Also, the second hand products of known brands remain to have a good number of customers too.

The Millennials have proved to be the smart generation. Their ideas and lifestyle is sure to change the marketing industry. Also, the re-commerce industry is only to benefit from this generation. With the increase in old goods flowing into the re-commerce industry and buying second hand goods, the Millennials are bringing a change in the static society of the Gen X.

Note: This post was originally published in December 2015 and has been completely revamped and updated for accuracy and comprehensiveness.

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Here’s why Old can actually be your Gold

There are two stores selling the same electronics, just that one sells second-hand electronics and the other sells new electronics. Which one would you want to shop from?

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If it was a year ago, approximately 80% of the people would enter the shop that sells new electronics. But now, the number of people entering the second-hand shop has increased manifold. The trend of buying and selling old electronics is becoming this decade’s best upcoming business.But where do these second-hand appliances come from? These appliances are mostly acquired from customers or businesses selling their old appliances. They are then refurbished and brought back for sale through the second-hand market.
Here are some reasons which drive the sale of old electronics in turn helping the second-hand market to flourish in India.

1. More to choose from
Earlier when you wanted to sell or buy old electronics, there were not many choices. Either you went on eBay, OLX and or some other websites or local vendors which are not many. But now the platform for selling and buying old appliances has widened with the upcoming of many re-commerce companies. Not only the number of companies has increased but also the industry has become more organized.

2. Good quality
As I mentioned in the beginning, which store would you enter if you want to buy an appliance- a store selling new electronics or a second-hand store? With the increase of standardized electronics flowing into the second-hand market, many consumers prefer buying second-hand electronics over new electronics. And why not? We Indians look out for the best products with the most reasonable price.

3. Word of the decade- Online
If you want to buy a TV or any other appliance, the first thing you do is go online to check your options. Now you can even sell your old appliances online.We prefer to have everything on our finger tips and re-commerce companies have done that for us by taking it online. You wouldn’t want to take the pain and go to a shop just to sell your old appliance when you can sell it by just clicking your mouse.

4. Win-Win situation
A retailer selling a second-hand electronic appliance gets a better margin than the retailer selling a new electronic appliance. Therefore, it’s a win-win for both the buyers and sellers. The buyers get their electronics at a much cheaper rate from the market price and the seller gets a good margin for the same. The base of this market is primarily the consumers who sell their old appliances to re-commerce companies. The consumers also benefit by getting cash for their old electronics.

So, now that you know what to choose and why choose it, I leave you at it.

Note: This post was originally published in November 2015 and has been completely revamped and updated for accuracy and comprehensiveness.

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