63% Gen Z Aware Of AI Smartphones With MediaTek & Qualcomm Chipsets: Study

A new study by CyberMedia Research (CMR), an Indian technology market research firm, reveals a significant shift in consumer behavior. The study finds that a 63 per cent of Gen Z consumers are now aware of AI-powered smartphones powered by chipsets from MediaTek and Qualcomm, highlighting a growing prioritisation of chipsets, particularly among younger demographics.

This trend coincides with the revelation of AI-enabled smartphones promising enhanced performance and user experiences.

Additionally, the findings coincide with the arrival of AI-powered smartphones promising enhanced performance and superior user experiences. Commenting on the survey results, Prabhu Ram, Head-Industry Intelligence Group (IIG), CyberMedia Research (CMR), said the survey underscores the growing importance of chipsets for younger demographics. Their digital fluency translates into a keen interest in technical specifications.

In addition, Chipset brands that can deliver innovative solutions to meet these evolving expectations are likely to resonate with this future market segment. MediaTek's strong brand awareness among Gen Alpha suggests they are well-positioned in this regard.

“Consumers, particularly tech-savvy Gen Z and Gen Alpha, crave the on-device AI advancements. They recognize the value of AI-powered features that not only meet but exceed expectations. Chipset manufacturers delivering on this promise will establish unwavering brand loyalty. In a dynamic world, consumers are willing to invest in smartphones that can keep pace,” added Prabhu.

Further, the survey also found that MediaTek and Qualcomm are locked in a tight battle for brand recognition. MediaTek holds a slight edge in brand salience with a score of 69 (out of 100), followed closely by Qualcomm at 62. This extends to brand awareness, with both brands showing a strong presence amongst Gen Alpha and Gen Z. Interestingly, Samsung follows closely behind in Gen Alpha awareness with a 21 per cent share, while UNISOC captures 8 per cent.

Performance and trust were found to be the key factors influencing chipset brand preference. Consumers prioritising performance and longevity are increasingly willing to invest in smartphones powered by trusted chipset brands. Both MediaTek and Qualcomm enjoy strong customer satisfaction, with MediaTek holding a slight edge.

The study suggests a new era where chip brand recognition is translating into a key purchase driver. In addition a 40 per cent of those surveyed are willing to pay a premium for MediaTek, compared to 36 per cent for Qualcomm. This shift highlights the growing importance of chipsets for consumers.

The tech-native Gen Alpha exhibits a keen interest in chipset details and performance. MediaTek's dominance in brand awareness among this demographic signifies their keen interest in advanced features. This trend underscores the need for continuous innovation to cater to the evolving needs of tech-savvy demographics.

“The smartphone industry stands at the cusp of a transformative shift driven by Generative AI. On-device AI empowers smartphones to handle complex AI tasks directly, reducing reliance on cloud infrastructure. Future-proof smartphone chipsets are crucial to achieving this vision," added Sugandha Srivastava, Senior Manager - Industry Consulting Group, CyberMedia Research (CMR).

The CMR primary survey covered over 1500 consumers across various demographics in major Indian cities. The findings have a 95 per cent confidence level with a statistical precision of plus or minus 3 per cent.