CHENNAI: Immersive audio experiences have gained importance over the pandemic years for consumers on smartphones and other ‘on-the-go devices’, including tablets, and hearables. Amongst Digital Natives, essentially tech-aware users spending >20 hours online on content consumption, there has been an impressive double-digit growth of 11% in seeking premium spatial audio over the past three years. These research insights are from the third edition of an extensive annual consumer study on the ‘Importance of Audio among Smartphone Users’, commissioned by Dolby, chronicling changing consumer behaviour around content creation, consumption and engagement with on-the-go devices.
As identified in study, audio quality continues to be the top-most driver (Score 71 out of 100) influencing consumer smartphone purchases, ahead of battery (Score 67 out of 100) and camera (Score 62 out of 100). Since the inaugural CMR Survey in 2020, there has been a continuous ongoing spike amongst consumers prioritizing audio as a key smartphone purchase driver. The importance score on audio quality has increased by 8% between 2020 and 2022.
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