Despite a price increase, 46 per cent of consumers in India who are planning to purchase within the next six months are willing to stretch their budgets to purchase their preferred smartphones, a report has said on Friday.

According to Counterpoint Research’s latest consumer survey report, Indian consumers’ smartphone purchase plans are evolving as rising manufacturing and component costs continue to drive up smartphone prices.

This behaviour is primarily driven by consumers aged 25-30 (52 per cent) and is slightly more pronounced among Tier-I consumers. This group includes consumers who are willing to stretch their budgets, opt for affordability-driven payment options, or even switch ecosystems to purchase their preferred smartphones, the report highlighted.

It further said that 29 per cent of consumers will continue with their purchase by either staying within their planned budget or choosing a refurbished device, and this behaviour is most prominent among respondents aged above 50 (34 per cent).

In contrast, 25 per cent of consumers planning to buy a smartphone in the next six months will delay their purchase in case of a price increase in their preferred device, the report revealed, adding that most of these consumers intend to either continue using their current device for longer or get it repaired to extend its life. This behaviour is more prevalent among homemakers and students.

“Consumers’ dependence on smartphones has grown significantly, leading to a clearer understanding of the features and experiences they value. Against this backdrop, price increases are driving shifts in consumer purchase plans, creating opportunities for brands with strong pull, especially in the mid-to-premium segment,” Arushi Chawla, Senior Analyst, said.

Chawla said brands offering a balanced portfolio across adjacent price bands are likely to benefit from this movement.

“At the same time, growing awareness of rising smartphone prices is shaping expectations for the 2026 festive season. Consumers are increasingly looking for stronger value through discounts, exchange offers, financing options and other affordability-driven promotions before making their purchase,” she added.

The uncertainty created by rising smartphone prices elevates the role of retailers as the final influence on purchase decisions, the report said. At the same time, longer replacement cycles highlight the need for stronger after-sales support to build long-term value, while flexible financing and affordability-led payment options can help mitigate the impact of price increases and drive conversions, it said.

Counterpoint Research conducted this consumer survey among 2,095 prospective smartphone buyers planning a purchase within the next six months. These respondents represent diverse demographics across genders, city tiers, age groups and occupations, the market tracker said in the report.

The research explores the impact of higher prices on purchase intentions, spending patterns, upgrade behaviour and brand preferences, offering a comprehensive view of how Indian consumers are responding to the evolving smartphone market, it added.

Published on July 24, 2026