Indian smartphone users seek immersive audio experiences: CMR study

The homebound work & leisure economy ushered in by the COVID-19 pandemic has led to a significant rise in online video content consumption by the populace.

To understand the changing consumer sentiment, Cyber Media Research (CMR)a front-runner in market research, partnered Dolby,a company with decades of expertise in delivering breakthrough audio & visual experiences to billions of people worldwide.

The survey titled, “What Audio Means for Indian Smartphone users?”,revels consumer insights on audio for smartphones and consumer preference for object based next generation immersive audio technology like Dolby Atmos.

According to the study findings, 75% smartphone users are aware of Dolby Atmos technology in smartphones and how it enhances audio experiences, Dolby Atmos enabled content is a preference for quality audio experience. Consumers believe that movies and episodic content are best enjoyed with Dolby Atmos constituting 82% and 77% respectively.

While better audio experience leads to increased content consumption, 70% of consumers believe that Dolby Atmos enhances the overall listening experience with (81%) users agreeing that it leads to increased content consumption.

Four in every five usersuse audio during gaming and believe Dolby Atmos can enhance the experience and 84% smartphone users(six in every seven) believe that Dolby Atmos would lead them to decide their music/video service subscription, according to the study.

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