The survey found that more than 80% of Indians believe that the audio experience determines music and video subscriptions
CMR research shows that Indian smartphone users seek an immersive audio experience in terms of content consumption during lockout periods.
Working remotely and staying indoors has become the new normal under the influence of neo-crown pneumonia. This economy of working and relaxing at home has led to a significant increase in public consumption of online video content. This, in turn, has dlyned the need for richer smartphone audio quality, which consumers do not want to compromise on.
To understand changing consumer sentiment, CMR has teamed up with Dolby on a project called "What Does Audio Mean for Smartphone Users in India?" "The survey reveals consumer demand for smartphone audio and preference for the next generation of immersive audio technology.
The study covered six cities: New Delhi, Mumbai, Chennai, Kolkata, Bangalore and Ahmedabad.
75% of smartphone users know about Dolby Atmos technology in smartphones and how it enhances the audio experience.
Dolby Atmos-supported content is the first choice for a premium audio experience. Consumers rated movies and episodes as the most popular, with Dolby Atmos accounting for 82% and 77%, respectively.
A better audio experience increases content consumption. For example, 70 percent of consumers think Dolby Atmos improves the overall listening experience, and 81 percent think it increases content consumption.
4/5 of users use audio during games and believe Dolby Atmos enhances the experience.
Eighty-four percent of smartphone users think Dolby Atmos will guide them in deciding on a music/video service subscription.
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