A leading mobile brand partnered with Xcel Global Panel to understand how consumers choose smartphones in India, and their buyer preferences, comparing offline vs. digital mobile buyer motivations among 18–45-year-olds, with 1,000 completes delivered.

Business Challenge

A major telecom and smartphone brand sought to explore Indian smartphone purchase behavior, specifically, whether consumers prefer buying online or offline, and why. The study targeted individuals aged 18–45 across India, with the goal of decoding consumer behavior, purchase motivation, customer triggers, trust factors, and channel preference. With a target of 1,000 completions, the study aimed to provide strategic insights for mobile retail marketing, brand strategy, and decisions regarding mobile phone retail channel optimisation,  including retail investments, digital presence, and buyer engagement.

Our Approach

We deployed a targeted sampling strategy across urban and semi-urban zones to capture a diverse range of tech consumers and Indian shoppers. Using detailed profiling, we identified respondents who had recently purchased or were considering purchasing a smartphone. Screening questions were used to classify participants by purchase channels — either online or offline. With automated checks and real-time monitoring, we ensured balanced representation, fast turnaround, and high data quality for meaningful consumer analytics and retail insights.

Results

The study delivered 1,000 qualified completes, evenly segmented between online and offline buyers. It revealed key factors influencing smartphone purchases and differences in buyer trends across both channels — including trust factors, pricing perceptions, delivery expectations, and post-purchase service preferences. These findings helped the client understand what drives in-store mobile purchases in India and digital buying motivations, offering clarity on understanding device buying behavior in urban India.

The brand gained rich smartphone insights into product decision mindsets and preferences, enabling sharper focus on where to invest across digital and retail touchpoints. The results also supported smarter market segmentation, messaging, and tailored engagement to influence the buyer journey effectively.

Want to uncover what drives your mobile shoppers, and where?

Xcel Global Panel delivers rapid, high-quality consumer research for telecom product strategy, helping brands navigate retail behaviour and e-commerce habits with confidence.

Let’s connect.