Compact smartphones gain popularity in India amid market shortage: Report, ET BrandEquity

RepresentationalA recent survey by Counterpoint Research reveals a growing preference for compact smartphones among Indian consumers, despite the market offering limited options in this segment. The survey, conducted among over 2,000 young professionals and early jobbers, shows that 74% of respondents favour compact smartphones, with 68% feeling the market lacks sufficient choices.

Consumer Expectations and Challenges

Consumers are unwilling to compromise on key features like processor performance and battery life, with 88% of respondents indicating they would purchase a compact smartphone if it delivers flagship-level performance. Challenges associated with large-screen devices, such as difficulty in one-handed use and increased risk of drops, have made one-handed usability (55%) and ease of grip important factors influencing consumer preferences.Additionally, 71% of respondents prioritise a good in-hand feel, while 69% value the look and feel of the device. A screen size of 6 to 6.5 inches is considered ideal by 60% of users, reinforcing the demand for portable yet functional devices.

Opportunities for smartphone brands

Commenting on the findings, Tarun Pathak, Director at Counterpoint Research, highlighted a clear opportunity for brands like Apple, Samsung, and OnePlus to introduce high-performance compact smartphones. Pathak noted, “Consumers approaching their upgrade cycles are leaning toward compact devices that offer comfort for long-term use without compromising core features. However, about 90% of smartphones launched in 2024 had screens larger than 6.5 inches, leaving a gap in the market.”

Gaming and AI features in compact devices

The rise of mobile gaming has further fuelled interest in compact smartphones, with 86% of respondents preferring smaller devices for enhanced gaming comfort and reduced hand strain. Moreover, 84% of users favour customisable buttons for quick access to key features, while 89% emphasise the importance of AI-powered functionalities like voice assistants and camera enhancements.

Need for balanced portability and performance

Arushi Chawla, Senior Research Analyst at Counterpoint Research, stated, “Consumers are increasingly seeking compact smartphones that balance portability with high performance. Brands have a unique opportunity to cater to this underserved segment by addressing concerns around battery life and processing power.”

• Published On Apr 24, 2025 at 10:00 AM IST

Join the community of 2M+ industry professionals

Subscribe to our newsletter to get latest insights & analysis.

Download ETBrandEquity App

• Get Realtime updates
• Save your favourite articles

Scan to download App