OnePlus 13s Compact Smartphone with flagship specs. Photo Credit: OnePlus India
A recent consumer survey by Counterpoint Research reveals a growing desire among Indian smartphone users for more compact devices. Despite this strong demand, the market continues to be flooded with oversized smartphones, leaving many consumers without the options they seek.
A Strong Case for Compact Devices
Conducted in April 2024, the survey polled over 2,000 users aged 18 to 35 from Tier-1 and Tier-2 cities across India. The findings were clear: 74% of respondents said they prefer compact smartphones. However, 68% of them believe the market doesn’t offer enough such options.
This gap between demand and supply presents an opportunity for manufacturers who can deliver powerful phones in a more manageable form factor.
Users Don’t Want to Compromise on Performance
Compact, in this context, doesn’t mean “budget” or “entry-level.” A massive 88% of respondents said they would only consider a compact phone if it had flagship-level performance. That means top-tier processors, ample RAM, long-lasting battery life, and features like 5G connectivity and high-refresh-rate displays.
The majority of compact phone seekers prioritize performance and battery life—two features they feel are often compromised in smaller devices. This proves that for most users, compact smartphones should match the capabilities of their larger counterparts.
Why Smaller Phones Matter
The appeal of compact smartphones lies in their ergonomics and practicality. Over 55% of those surveyed cited ease of one-handed use as a key reason for preferring smaller phones. Others mentioned better grip, improved portability, and less fatigue during long usage sessions—particularly while browsing, texting, or gaming.
For nearly half the users, comfort during extended usage was more important than having a large display. Additionally, 71% of users valued how the phone feels in the hand, and 69% said a phone’s aesthetics—including size and design—play a crucial role in their purchase decision.
When it comes to ideal screen size, 60% of users preferred displays between 6 and 6.5 inches—smaller than the current market average. Only 11% were interested in phones with displays below 6 inches, suggesting that the ideal compact phone strikes a balance between usability and screen real estate.
Gaming, AI, and User Customization
Interestingly, compact phones are also gaining favor in gaming. About 86% of respondents felt compact smartphones provided a better grip and less fatigue during casual gaming sessions. This was especially important in genres like action and racing, which require extended playtime and precise control.
Furthermore, 84% expressed interest in customizable hardware buttons that could be programmed for gaming actions, photography shortcuts, or voice commands.
AI features are also becoming must-haves in smartphones. About 89% of those surveyed wanted AI-driven functionalities—such as smart assistants, contextual camera enhancements, and adaptive battery usage—in their next smartphone.
Trusted Brands for Compact Excellence
When asked which brands they trusted to deliver a compact flagship, consumers ranked Apple, Samsung, and OnePlus at the top. These companies were seen as having the design capability, ecosystem strength, and R&D budgets necessary to pull off the perfect compact device without compromise.
The success of devices like the iPhone 13 mini, Galaxy S10e, and more recently, compact foldables, suggests that Indian buyers are open to smaller devices—so long as the internal specs and experience match up to premium standards.
Expert Insights on Market Potential
Counterpoint Research Director Tarun Pathak noted that while user interest in compact phones is rising, the industry hasn’t responded with enough choices. Nearly 90% of all smartphones launched in 2024 so far featured displays larger than 6.5 inches, leaving compact phone seekers with few compelling options.
He emphasized that this gap is not just a missed opportunity but also a potential opening for brands looking to differentiate themselves in a saturated market.
Senior Research Analyst Arushi Chawla added that comfort, grip, and ease of use are now becoming central concerns for young consumers, especially in India’s urban markets. However, the market’s hesitation seems to stem from a fear of sacrificing battery life and performance in smaller devices.
What This Means for the Smartphone Industry
The study’s findings indicate a broader shift in consumer behavior. Smartphone brands that can offer a well-balanced device—combining portability with flagship-grade specs—stand to benefit significantly.
Here are the key takeaways for the industry:
- Compact is premium: Consumers are willing to pay more for smaller devices, provided there’s no compromise on speed or battery life.
- 6–6.5 inches is the sweet spot: This size range delivers comfort while retaining a usable screen area for multimedia and productivity.
- Gaming and AI matter: Ergonomic gaming features and AI-driven tools are now expected, even in compact models.
- Brand reputation is key: Trusted brands are best positioned to experiment in this space without losing customer confidence.
- The timing is right: As India’s smartphone ASP (average selling price) continues to rise, the market is ripe for high-end compact launches.
Final Thoughts
Indian smartphone users, especially in urban areas, are increasingly demanding compact devices that combine comfort with cutting-edge features. Yet despite this clear consumer signal, the market is still dominated by oversized devices.
Manufacturers who can engineer compact phones that don’t compromise on performance, battery life, AI features, and gaming capabilities may find themselves not only filling a gap—but leading the next wave of smartphone innovation in India.
