Indian smartphone buyers are now focusing less on numbers like megapixels, RAM, and processors. Instead, they care more about how well a phone works in daily life, how useful its AI features are, and whether it gives long-term value.
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According to the Smartphone Insights Report 2026 by Flipkart and Counterpoint Research, 89% of users in India consider AI features when buying a phone. This shows AI is now a normal and expected part of smartphones, not just an extra feature.
AI is used in practical ways like voice assistants, smart search in messages and photos, and tools for creating or editing content. Younger users (18–30) use AI more for entertainment, gaming, and creative apps, while older users and professionals use it for productivity, reminders, and planning. Smartphones are also becoming more advanced by handling text, voice, images, and videos together, and doing more processing directly on the device instead of relying only on the internet.
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Performance, camera quality, and battery life are now basic expectations. Buyers expect smooth performance, good photos in all lighting conditions, and a battery that lasts a full day. Around 45% of users are willing to pay more for better performance, and 57% give importance to camera improvements because phones are widely used for photos, video calls, social media, and work or learning. Brands are expected to provide these features across all price ranges, not just in premium models.
Price, value for money, and brand trust remain very important. About 60% of buyers focus on price and overall value, while 57% consider brand trust, including software updates and reliability. Around 56% of users check online reviews and ratings before buying, showing that people compare options carefully before making a decision.
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Users are also keeping their smartphones for longer, with the upgrade cycle increasing from about 3.5 years to around 4 years. This is due to better durability, improved software support, and higher prices of premium devices.
About 43% of users use EMI options to afford better phones. At the same time, 64% of buyers prefer attractive designs and are willing to pay extra for looks. AI-enabled phones are also becoming more available in lower price segments. Overall, the market is shifting from focusing on specifications to focusing on overall user experience and long-term usability.