58 per cent of laptop buyers call upcoming AI features extremely useful for productivity, while 74 per cent of tablet buyers prioritise display quality
Artificial intelligence (AI) is gaining importance in technology purchases, with 82 per cent of smartphone buyers considering AI features a baseline expectation and 58 per cent of laptop buyers calling upcoming AI capabilities extremely useful for productivity. In contrast, tablet buying remains heavily driven by display quality, with 74 per cent of buyers ranking it as their top consideration.
According to Amazon India’s Best in Tech Survey. The latest findings point to different priorities across consumer technology categories. While AI is becoming an increasingly important consideration for laptop buyers, established specifications continue to influence purchases, with processor performance ranking first for 87 per cent of laptop buyers. For tablets, display size and quality rank well ahead of price and processor performance.
About 58 per cent of laptop buyers describe upcoming AI features as extremely useful for productivity, the highest proportion recorded across the consumer electronics categories covered by the survey. On-device AI assistants are the most sought-after laptop capability at 28 per cent, followed by AI-processing chips at 25 per cent and AI-powered content creation and editing at 23 per cent. Real-time transcription and translation account for another 17 per cent.
“Customers seek specific configurations and capabilities based on how they will use the device, and because people tend to keep laptops for a longer duration, they compare thoroughly before committing. What the survey tells us is that specs matter more than a brand name for these buyers,” said Amazon India, Director – Consumer Electronics, Zeba Khan.
AI Becomes Smartphone Baseline
According to a previous Amazon survey, AI features now shape the purchase decision for 82 per cent of smartphone buyers. However, AI has not displaced the fundamentals of smartphone buying. Performance and speed influence purchase decisions for 87 per cent of respondents, followed by battery life at 79 per cent and camera quality at 77 per cent.
Among AI capabilities, contextual assistance is the most sought-after feature at 25 per cent. Generative photo editing follows at 18 per cent, while visual search accounts for 17 per cent. Adaptive battery management is cited by another 11 per cent.
“How customers buy a smartphone today has changed. While AI has moved from a talking point to an expectation, customers are just as clear about the fundamentals that still matter, like performance, battery, camera,” said Amazon India, Director – Consumer Electronics, Zeba Khan.
“They are also willing to pay more for the device that gets it right,” Khan added.
Specs Matter More Than Brands
Despite the growing interest in AI, processor performance remains the leading laptop purchase driver, with 87 per cent of buyers ranking it first. RAM and storage follow, along with battery life.
The survey also indicates that buyers are willing to move away from familiar brands for better specifications. About 53 per cent said they would choose a different brand offering better specifications at the same price, while 15 per cent said they are drawn to new innovation and design.
About 48 per cent of buyers compare two to three brands before making a purchase, while only 18 per cent enter the process with one brand already in mind. Reviews and ratings also carry more weight than price and deals at the point of decision, while nearly a quarter of laptop buyers spend more than two months researching before purchasing.
Higher-priced Laptops Attract Buyers
The survey shows significant consideration for higher-priced laptops. Half of respondents are looking at devices priced between Rs 40,000 and Rs 80,000, with 28 per cent considering the Rs 40,000-Rs 60,000 band and 22 per cent the Rs 60,000-Rs 80,000 segment.
Another 14 per cent are considering laptops priced between Rs 80,000 and Rs 1,00,000, while 12 per cent are looking above Rs 1,00,000. Only 24 per cent are considering devices priced below Rs 40,000.
Display Leads Tablet Buying
Tablet buyers show a markedly different set of priorities, with display size and quality dominating their purchase decisions. About 74 per cent rank the feature first, compared with 12 per cent for price and 9 per cent for processor performance.
The survey indicates that tablet purchases are also linked to specific use cases. About 29 per cent of buyers view a tablet as a more affordable alternative to a laptop, while 21 per cent cite media consumption and 17 per cent portability for work on the move.
The Rs 20,000-Rs 35,000 segment accounts for 59 per cent of consideration among tablet buyers, making it the dominant price range in the category.
Amazon’s earlier smartphone findings provide context to the broader AI trend. Released on 21 August, the first set of survey findings showed that AI features have become a baseline expectation for 82 per cent of smartphone buyers. However, performance and speed remained the leading smartphone purchase driver at 87 per cent, followed by battery life at 79 per cent and camera quality at 77 per cent.
