Durability Is Now the Dealbreaker for Indian Smartphone Buyers. Here’s why

For Indian smartphone users, durability is no longer just a nice-to-have feature. A new consumer study by Counterpoint Research and OPPO India reveals that frequent repairs, fear of losing important data, and the accompanying emotional stress are driving users to demand stronger, well-built devices that last longer.

Smartphone damage is hitting Indian consumers hard—both financially and emotionally. A new nationwide study shows that nearly 8 in 10 users worry about their phones overheating, dropping, or getting water-damaged, with repair costs running into thousands of rupees each year. Beyond the bills, users say cracked screens and lost data are causing stress, anxiety, and even panic—making durability one of the most critical factors when buying a new phone.

According to the recent study conducted by Counterpoint Research and OPPO India between July and August—“India Smartphone Durability Consumer Study 2025”—with more than 4,500 respondents across 26 cities, smartphone durability is one of the deciding factors before choosing a device. A staggering 78 percent of users face issues ranging from overheating and battery problems to accidental drops, water damage, and data loss.

The financial loss is equally striking. The survey suggests:

• Around 42 percent of users spend between Rs 2,001 and Rs 5,000 on smartphone repairs
• Around 21 percent spend Rs 5,001 to Rs 10,000
• Around 8 percent spend over Rs 10,000

The cost of smartphone repairs is clearly straining household budgets.

Emotional toll of the damage

With heavy dependency on smartphones, durability is closely tied to the peace of mind of the user. Fifty-six percent of respondents said they feel upset after their smartphone breaks, 39 percent feel very anxious and panic, and only 5 percent are unfazed by the damage.

The fear of data loss is even more significant:

• 72 percent of users fear losing personal photos, videos, and contacts
• 40 percent said they would willingly pay over Rs 5,000 to recover lost data
• 7 in 10 respondents said losing family memories was their greatest fear in case of damage

Solution: Durability is a deciding factor

The study suggests that Indians are more vigilant than ever about how well a device can withstand everyday life. It shows that 79 percent of users consider durability a very important factor when buying a new phone, and 76 percent said they feel more confident when their device is built to last. Interestingly, OPPO scored well in the survey.

How OPPO is responding

To address growing concerns around device durability, OPPO says its smartphones go through more than 150 quality tests before release. These include 14,000 drop tests from 2.5 metres on sandpaper to mimic rough flooring, 30 minutes of immersion in water at 1.5 metres to meet IP68 waterproofing standards, and week-long environmental stress tests ranging from -40°C to 75°C—more than double the typical industry benchmark.

Counterpoint Research’s Tarun Pathak noted that durability has become a key consideration in purchase decisions, adding that users increasingly associate it with confidence and peace of mind.

Peter Dohyung Lee, Head of Product Strategy at OPPO India, said the brand is prioritising durability as a core requirement rather than an additional feature, with the aim of reducing the anxiety users feel about potential damage.

The bigger picture

The study underscores a growing reality: with smartphones acting as lifelines for work, family, and memories, Indian users are no longer willing to compromise on durability. For many, the true cost of ownership lies not just in the purchase price, but in the ability of a device to withstand daily life without breaking or breaking the bank.