46% of Indian smartphone buyers willing to spend more despite rising prices: Counterpoint

Nearly half of Indian consumers planning to buy a smartphone over the next six months are willing to increase their budgets despite rising handset prices, while one in four is likely to delay purchases, highlighting a growing divergence in buying behaviour as manufacturing and component costs continue to climb.

According to Counterpoint Research's latest India Smartphone Consumer Survey, 46% of prospective smartphone buyers said they would stretch their budgets to purchase their preferred devices even if prices increase. The trend is particularly strong among consumers aged 25-30 years, where 52% indicated they would either spend more, opt for financing schemes or even switch ecosystems to buy their preferred smartphone.

At the same time, 25% of respondents said they would postpone their purchase if prices rise further. Most in this group plan to continue using their current smartphones for longer or get them repaired to extend their lifespan, with the behaviour being more common among students and homemakers.

Another 29% said they would continue with their purchase without exceeding their planned budget, either by choosing a lower-priced model or opting for a refurbished smartphone. This approach was most prevalent among consumers aged above 50.

The findings reflect the growing impact of higher manufacturing and component costs on smartphone purchasing decisions in one of the world's largest handset markets.

"Consumers' dependence on smartphones has grown significantly, leading to a clearer understanding of the features and experiences they value," said Arushi Chawla, Senior Analyst at Counterpoint Research. "Price increases are driving shifts in consumer purchase plans, creating opportunities for brands with strong pull, especially in the mid-to-premium segment. Brands offering a balanced portfolio across adjacent price bands are likely to benefit from this movement."

Chawla added that expectations for discounts, exchange offers, EMI schemes and other affordability-driven promotions are likely to increase ahead of the 2026 festive season as consumers look for better value before upgrading their devices.

Counterpoint said the findings also underscore the growing importance of retailers in influencing purchase decisions. As consumers increasingly rely on financing options and trade-in programmes to offset higher prices, retailers are expected to play a larger role in converting demand into sales.

The survey also points to longer smartphone replacement cycles, suggesting that after-sales service and device repair will become increasingly important as more consumers choose to retain their existing smartphones for longer.

Counterpoint's survey covered 2,095 prospective smartphone buyers across India who plan to purchase a device within the next six months, spanning different age groups, occupations, genders and city tiers.

The findings indicate that while higher smartphone prices are changing buying behaviour, demand remains resilient, with consumers increasingly balancing affordability, financing options and brand preference rather than abandoning purchases altogether.