Almost 8 in 10 Indians see durability as a must-have in smartphones: Counterpoint-Oppo study

In a revealing study by Counterpoint Research in collaboration with Oppo India, durability has emerged as a critical factor in the smartphone purchasing decisions of Indian consumers. The 'India Smartphone Durability Consumer Study 2025' surveyed over 4,500 individuals across 26 cities, highlighting how concerns about device resilience significantly influence user behavior and emotional responses. The findings indicate that a staggering 78% of participants hesitate to use their smartphones in adverse weather conditions, such as rain or extreme heat, due to fears of potential damage. Moreover, around 35% of respondents expressed ongoing worry about harming their devices, while 56% reported feelings of distress and 39% experienced anxiety when their phone was dropped or damaged. The financial implications of repairs also weigh heavily on consumers, with 42% spending between ₹2,001 and ₹5,000, and 21% shelling out ₹5,001 to ₹10,000 for smartphone repairs. As smartphones become integral to both work and personal lives, these repair costs are adding pressure to household budgets. The study also revealed that over 72% of users are concerned about losing personal data—such as cherished photos and videos—if their device suffers damage or theft. Approximately 40% indicated they would be ready to pay more than ₹5,000 for data recovery, emphasizing the emotional stakes involved. Tarun Pathak, Research Director at Counterpoint, stated, "Durability has transitioned from a desirable feature to an essential requirement for Indian consumers. Our research shows that 79% prioritize durability when selecting a smartphone, and 76% feel more assured when their device is designed to last." Notably, 86% of Oppo users rated the brand favorably regarding its durability, showcasing Oppo’s commitment to meeting consumer expectations. In light of these findings, Oppo has underscored its rigorous durability testing protocols at its Greater Noida facility. Each smartphone is subjected to over 150 quality tests, including 14,000 drop tests from a height of 2.5 meters—three times the industry benchmark—along with a 30-minute immersion test at a depth of 1.5 meters to achieve IP68 waterproofing standards. Peter Dohyung Lee, Head of Product Strategy at Oppo, emphasized, "Durability is not merely a feature but a fundamental necessity. Our objective is to empower users to fully enjoy their smartphones without the persistent anxiety of damage, because in today's market, durability is a key decision-making factor." Additionally, Oppo’s devices undergo testing in extreme environmental conditions, ranging from -40°C to 75°C, in addition to adhering to military-grade durability standards and certifications from SGS and TÜV Rheinland. The study’s results highlight how crucial durability is for Indian smartphone users, intertwining their emotional well-being with financial planning.