60% of searches and chats for premium products originated from mid-range smartphone users, the ones who own smartphones in the range of Rs 9000 to Rs 20000, reveals Bobble AI report. Furthermore, the report also revealed that 26.41% of searches were generated from people falling in the low-end user category, those owning smartphones priced below Rs 9000 while high-end users, those owning smartphones above Rs 20,000, were least interested at 9.88%.
The report further explained the affinity for all premium categories, fashion, automobiles, OTT subscriptions, and hospitality, was highest among mid-range handset users. Among high-end users, OTT subscriptions garnered the most interest, reaching 11.69%, contradicting the assumption that high-end handset users would be naturally inclined towards premium offerings.
In terms of user engagement with premium apps, the Open rate metric showed that low-end users were the most active, reflecting aspirational engagement. While mid-range users exhibited a similar rate of app openings to high-end users, they demonstrated a significant intent to search for specific products, reveals the report. Furthermore, the report also revealed that over 90% of high-end users primarily scrolled through the apps without actively seeking products.
Additionally, it was also found that high-end users have the highest average session counts at 11.79%, but mid-range users were close behind with 10.35%, indicating comparable engagement levels to low-end users at 9.49%. Notably, low-end users recorded the longest session durations on premium fashion apps, while high-end users led in hospitality app usage.