Leading features considered when buying a smartphone APAC 2024, by country

Published by K. Tran, Apr 28, 2025

According to a survey on smartphones conducted by Rakuten Insight in October 2024, price value and battery life were consistently the features consumers in the Asia-Pacific region considered when choosing a smartphone. Notably, China reported the highest share of consumers considering processing power as one of the key criteria in their smartphone choice, compared to other surveyed markets in the region, at around 60 percent.

Leading features consumers consider when choosing a smartphone in the Asia-Pacific region as of October 2024, by country or territory

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Release date

March 2025

Region

Asia, APAC

Survey time period

October 10 to 30, 2024

Number of respondents

104,765

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Survey question: "Which features/criteria do you consider when choosing a smartphone? (Choose all that applies)"

Respondent counts:

China: 4,086;

Hong Kong: 2,223;

Indonesia: 10,434;

India: 22,127;

Japan: 439;

South Korea: 4,302;

Malaysia: 10,061;

Philippines: 12,382;

Singapore: 4,376;

Thailand: 20,857;

Taiwan: 9,575;

and Vietnam: 3,903.

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