look news india
New Delhi: 60% of the searches and chats for premium products are being done by mid-range smartphone users. Those who pay Rs. 9000 to Rs. 2000 range smartphones, a report said. 26.41% of the searches originated from people belonging to the low-end user category who owned smartphones priced below Rs 9000 while high-end users, who owned smartphones priced above Rs 20,000, had a lower interest rate at 9.88%.
According to the report, mid-range handset users are the highest across all premium categories, fashion, automobile, OTT subscription and hospitality. Among high-end users, OTT subscription generated the most interest, reaching 11.69%, which contradicts the notion that high-end handset users would naturally gravitate towards premium offerings.
In terms of user engagement with premium apps, the open rate metric showed that low-end users were the most active, indicating aspirational engagement. While mid-range users showed a similar rate of opening the app to high-end users, they showed significant intent to search for specific products, the report also revealed that over 90% of high-end users primarily scroll through the app without actively searching for products.
High-end users had the highest average session number at 11.79%, but mid-range users lagged behind with 10.35%, indicating a comparable engagement level with low-end users at 9.49%. Notably, low-end users recorded the longest session duration on premium fashion apps, while high-end users led in the usage of hospitality apps.