OTT content triggers the urge for upgrading smartphone: ZEE5 Intelligence Monitor

ZEE5, India’s largest home-grown video streaming platform and multilingual storyteller for entertainment seekers, launched the fourth edition from its knowledge series ‘ZEE5 Intelligence Monitor’ unravelling the latest trends prevailing in the Indian smartphone industry.

The ZEE5 research discovered that more than 50% of smartphone users in the metros are planning to replace their gadget within the next six months, quite a departure from the earlier behaviour where it was triggered from declining handset performance. The post-Covid trend is to grab the latest model; with latest features’ scoring well above price as the key motivator. Consuming the exciting and wide variety of content on OTT apps is another new driver for this upward movement.

Brand reputation, features and technology are the leading factors that determine consumers preference. Moreover, 2 out of 5 viewers intend to purchase a phone with costs INR 30,000 or above; with a higher tendency among the 35-44 age group. Besides uncovering the fascinating new consumer behaviour and the contrasting preferences between metro and non-metro consumers in their smartphones’ purchase and usage, the ‘ZEE5 Intelligence Monitor - Smartphones Consumer Insights and Trends Report’ will also highlight the symbiotic relationship between smartphones and OTT platforms.

Launching the report, Rajiv Bakshi, Chief Operations Officer - Revenue, ZEE Entertainment Enterprises Limited, said, “By deep diving into the smartphones segment, we have unearthed amazing new insights on  user behaviour which can lead the brand marketers to attract millions of customers eager to upgrade and replace their smartphones. We hope this report will act as a guidebook for marketeers and smartphone brands and serve to be distinctive for the industry at large. Marketers and business leaders can use these findings to make smarter business decisions and hyper-target campaigns utilizing the ZEE5 platform to connect with audience in 12 languages.”

A reflection of the digital phenomenon, both in access and payments, 70% of the non-metro respondents are inclined to buy their next smartphone online. The research reveals that men are more brand conscious and have twice the share than women consumers in the Rs 50,000+ segment. Women appear price and deal-conscious and dominate the Rs 10,000 segment.

A first of its kind, ‘ZEE5 Intelligence Monitor’ seeks to uncover transformative consumer behaviour, attitudes, and aspirations across multiple industries ranging from e-commerce, EdTech, online gaming to smartphones, presenting an unmatched opportunity to advertisers to access a hyper-enriched predisposed audience cohort across multiple demographics and geographies.