Consumer survey: realme is popular among young smartphone consumers in Indonesia

realme mobile phone

Realme: A Brand for the Young Generation in Indonesia

According to the survey, young Indonesians associate realme with two core values: “young people’s brand” and “young people’s choice”. These values align closely with the preferences of this demographic, who prioritize cost-effective solutions, stylish designs, and technological innovation.

• “Young People’s Brand”: This value is tied to the high cost performance of realme smartphones. Young consumers in Indonesia are increasingly seeking smartphones that offer excellent functionality at an affordable price.
• “Young People’s Choice”: This value represents the emotional connection with the brand, reflecting realme’s position as a fashionable choice among the youth. The trend-driven designs and reasonable pricing make realme a popular option for young consumers in the country.

Why Indonesian Youth Prefer Realme Smartphones

Indonesian youth, particularly those between 18-30 years old, are the most active smartphone users. For them, a smartphone is not just a communication tool but an essential part of their daily lifestyle. This age group values the following aspects when purchasing a smartphone:

• Specifications & Features: Advanced technology and features that keep up with trends are crucial for Indonesian youth when selecting a smartphone.
• Value for Money: Affordability remains a significant consideration, with young consumers gravitating toward smartphones that deliver the most value at competitive prices.
• Innovation: This demographic dislikes missing out on the latest trends and prefers brands that consistently innovate and release new features.

Key Insights from the Survey

The Counterpoint Research survey was conducted with over 1,000 participants from first- and second-tier cities across Indonesia, focusing on smartphone users aged 18-30 who have been using smartphones for over three months. The results show the following:

• Age Group Preferences: Respondents aged 22-24 and 25-27 primarily associated realme with the value of being a “young people’s brand.” In contrast, respondents aged 18-21 felt a stronger connection with the “young people’s choice” value. These values resonate strongly with the 28-30 age group as well, indicating that realme appeals to a wide range of young consumers.

• Camera Importance: When purchasing smartphones, the camera is a key factor for many young consumers. Realme smartphones have earned a positive reputation for their camera capabilities, making them an attractive choice for those who prioritize photo quality.

The Rise of Smartphones in Indonesia

Indonesia’s digital landscape is rapidly evolving, with smartphones becoming essential for day-to-day activities, especially among the younger population. Smartphones are not only used for communication but also as platforms for socializing, gaming, and engaging with various forms of content. This shift has made it even more important for smartphone brands to cater to the specific needs and preferences of young consumers.

Realme’s focus on affordability, trendy designs, and innovative technology has allowed the brand to position itself as a leader in this market. As young Indonesians continue to seek the latest and most value-packed smartphone options, realme is well-positioned to maintain its popularity.

Conclusion

Realme’s success in Indonesia, particularly among the youth, can be attributed to its understanding of the needs and desires of young consumers. The combination of high cost performance, trendy designs, and innovative technology has made realme a leading choice in the competitive Indonesian smartphone market. With a strong connection to the values of “young people’s brand” and “young people’s choice,” realme is well on its way to becoming the smartphone of choice for the younger generation in Indonesia.