Better audio quality can make smartphone users consume more content’

Better audio quality can make smartphone users consume more content’
Dolby Atmos is an audio technology that permits users to experience multi-dimensional sound that envelops around your ears with precision movement of subjects.

Dolby, Cyber Media Research, Smartphone, Content, Video content, Streaming services, Good Audio Quality phones, streaming video, Video streaming, YouTube, Netflix, Disney+ Hotstar

The CMR study claimed Indians consider audio quality together of the foremost important factors while selecting their smartphones — score of 66 out of 100. (Express Photo: Shruti Dhapola)
So, how important is audio quality for Indian smartphone users? A recent consumer insights study by marketing research firm Cyber Media Research (CMR) in association with Dolby threw up some interesting insights on how a superior audio experience like Dolby Atmos has become pivotal for users in selecting a replacement device or maybe the content they consume thereon .

Prabhu Ram, head of CMR’s Industry Intelligence Group, said the findings gave an understanding of how consumer sentiments around smartphone audio are evolving with the days . “There is increased awareness among users about Dolby Atmos and the way it enhances audio quality for content experiences. With an upsurge in content consumption whether it’s music, episodic content, gaming, or maybe UGC, consumers are now seeking infinitely better listening experiences, whenever and wherever they are going and that’s where industry-leading innovations, like Dolby are fulfilling consumer aspirations,” he explained during a release from CMR.

The study was conducted across six cities, including New Delhi , Mumbai, Chennai, Kolkata, Bangalore and Ahmedabad.

Ashim Mathur, Senior Regional Marketing Director, Emerging Markets, Dolby Laboratories, told indianexpress.com that within the new normal, “homebound work and leisure economy has led to a big rise in online video content consumption by the populace”. He said this has given rise to the demand for richer smartphone audio quality that buyers don’t want to compromise on. “The study reveals consumer insights on audio for smartphones and consumer preference for quality audio experiences. Consumers are more tuned into ‘audio quality’, possibly driven by long hours spent alone during a homebound economy. In doing so, they’re also seeking better, immersive experiences whenever and wherever they are going and across use cases.”

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Mathur said consumers want to get and have a premium entertainment experience lately because it helps them to “feel a deeper reference to the films , shows, music, sports, and games they love”. Explaining how knowledge about Dolby Atmos among consumers has unlocked true ‘audio value’ for users, he said: “The CMR study states that two in every three smartphone users agree that Dolby Atmos would enhance the general listening experience. Indian smartphone users want to possess an immersive experience that puts them inside the content during a whole new way, in order that they feel it fully without limitations.”

Dolby Atmos is an audio technology that permits users to experience multi-dimensional sound that envelops around your ears with precision movement of subjects. it’s now available on a huge range of smartphones across price points.

Dolby: ‘Huge uptake in terms of the front room experiences’

The CMR study claimed Indians consider audio quality together of the foremost important factors while selecting their smartphones — score of 66 out of 100. The report also suggests that smartphone users consume audio mostly through taking note of music on popular audio OTT platforms (94%), and watching video – movies, OTT content, or user-generated content on social networks (96%).

“The consumers are now realising that to enjoys an overall enhanced experience while consuming content, it’s imperative to possess an equally immersive audio experience that enhances the visual content,” Mathur said, adding how the study also revealed that 81% of users believe Dolby Atmos would cause increased content consumption.

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