Price, brand, and warranty drive smart device buying: CyberMedia report

With environmental concerns gaining significance, 75% of consumers, primarily the Gen Z, are willing to pay a premium for environment-friendly devices, according to the latest survey report, ‘Smarter Living Report 2025: Smart, Secure, Sustainable’, released by CyberMedia Research (CMR).

Revealing a shift in consumer priorities in the smart device market segment, the study finds sustainability, data security, and e-waste management as the new key drivers behind consumers’ purchase decisions in this segment. As consumers increasingly demand products that align with their eco-conscious values, this shift, the report notes, is prompting manufacturers to rethink their design and material choices.

With data breaches and cyber threats on the rise, nearly 90% consumers expressed anxiety about the safety of their personal information stored on smart devices. Moreover, 85% users were found to be taking steps by regularly reviewing and adjusting their privacy settings to protect their data.

When it comes to buying smart devices, nearly 47% consumers cited price as the top decision-making factor, followed by brand reputation (38%), and customer service warranty (34%). However, while the consumer adoption of smart devices has been on the rise, nearly 45% expressed difficulties in utilising gesture control and accessibility functions.

“Harnessing the shift towards sustainable and conscious consumption presents a challenge for OEMs. They must respond to sustainability concerns as well as the growing demand for efficiency in smart device offerings,” said Himanshi Pant, analyst at CyberMedia Research (CMR).

The survey findings point to the need for brands and manufacturers to incorporate features for improved data security, affordability, product warranty, and ease of use in smart devices, besides user education.

While the consumer awareness about e-waste has been on the rise, about 79% consumers are now familiar with recycling programmes for old devices. When it comes to disposal, 47% users informed to be giving preference to trading in their devices when purchasing new ones, 22% storing them at home, and only about 16% donating them to charities or other organisations.

When selecting an e-waste management service, consumers seemed to be prioritising service quality (37%), reputation and trust (27%), and cost (23%), underlining the need for reliable and transparent e-waste solutions.

Surachita Deb Sharma, analyst at CMR, said, “The rise in consumer demand for sustainable, secure, and responsibly disposed of smart devices signals a market shift. With data security and environmental consciousness taking centre stage, brands that align their strategies with these evolving priorities will be able to build trust and lead the way in the next generation of tech innovation.”