Smartphone buyers prioritise AI, performance and style over specs alone

New Delhi: Personal expression is becoming a primary driver in the Indian smartphone market, as 64 per cent of consumers prefer colourful devices, and users expressed a willingness to pay an additional 5 per cent for preferred colour and material choices.

This preference is especially strong among women, Gen Z, and Tier-II consumers, highlighting the growing role of style and finish alongside core specifications, according to the Smartphone Insights Report 2026, released by Flipkart in collaboration with Counterpoint Research.