Growing Popularity, Declining Usage

As India’s fascination with smart devices intensifies, an unexpected trend has surfaced—while more consumers are adopting smart devices, many are using them less frequently. This insight comes from a comprehensive survey report, titled India Connected Consumer 2025, conducted by Gurgaon-based research firm Techarc. Covering 4,500 participants from both metro and non-metro regions, the survey highlights evolving behaviors and preferences in India’s smart tech landscape.

Usage Patterns Shift: One in Four Limits Device Use

Despite the rise in smart device ownership, the study reveals that 27 percent of respondents have either reduced or stopped using at least one smart device. The survey delved into seven popular categories, including smartphones, home appliances, entertainment systems, and security devices, shedding light on a potential shift in digital habits across the nation.

Consumers Favor Upgrades Over New Purchases

For many Indian consumers, quality enhancements now outweigh the urge to acquire brand-new gadgets. The survey found that over 22 percent of respondents prefer upgrading their existing devices, focusing on advanced features, quality improvements, and better user experiences. Among these sought-after features, AI-powered functionalities are especially attractive, with 42 percent of users expressing interest in AI-enabled smart devices for their perceived added utility.

Awareness of Chipsets Grows, MediaTek Leads

Alongside increasing device adoption, consumer awareness is also maturing. Around 73 percent of survey participants recognize the significance of chipsets in enhancing device performance. MediaTek emerged as the most favored chipset provider, commanding a 38 percent share among respondents, with Qualcomm following at 24 percent and Intel at 7 percent.

Automotive Advances: A Tech-Enhanced Future on Wheels

The report projects that India’s automotive market, especially for cars priced above Rs 20 lakh, will see enhanced integration of 5G Machine-to-Machine (M2M) connectivity, on-device Generative AI, and cloud-based features. In terms of brand preference, MG Motors topped the list in smart car offerings, securing 21 percent of consumer votes, followed by Kia Motors and Tata Motors.

Smartphone Market Poised for Growth Amidst Premium Demand

Driven by an appetite for high-end, AI-integrated, and 5G-enabled smartphones, India’s smartphone market is projected to expand by 7-8 percent this year. This trend aligns with the steady growth forecast for the broader mobile handset market, as more consumers seek devices that blend advanced capabilities with premium experiences.

The India Connected Consumer 2025 report not only captures evolving preferences in the tech-savvy Indian market but also reflects a changing approach to device utilization, paving the way for innovations that prioritize quality, functionality, and sustainability in the digital age.