Our recent InsightsPro on festive season expectations revealed that 87% of the planned purchases are by upgraders. This means as a smartphone user, you are likely to have 10+ years of experience with this omni-gadget, and at least 3 smartphones would have passed through your hands during this period.

As a user, you would have a rich post-purchase experience from your existing smartphones and have the clarity of what exactly you would be looking for in your new smartphone. No longer can you get easily swayed by catchy and trendy specs like a 200MP camera or 5000mAh battery capacity.

At Techarc, we have analysed more than 100,000 reviews of verified smartphone buyers from the leading ecommerce marketplaces, who have purchased a smartphone between January 2023 to July 2025. Based on the analysis, here are the key things that any upgrader looks for to elevate the post-purchase experience.

Ability – The primary criteria always remains how the smartphone being considered for an upgrade is going to add to the ability in terms of enhancements over the capabilities and performance of the existing smartphone. Here, the user looks for improvement in the processor, upgrade of RAM and storage, increment in battery capacity, and a change in display size.  However, the present users don’t stop here. They also evaluate the qualitative aspects of these upgrades and enhancements affecting the ability of a smartphone, which is defined by the generation and type of technology being upgraded in these features and specifications. For instance, in batteries, it’s not only users who are looking for battery capacity, but also in technologies like Silicon-carbon or SiC battery type.  As a consumer, if you are looking for an upgrade this festive season, do look for these qualitative upgrades as well in core specifications, rather than just considering the increase in actual capacities alone.

Usability – This is a very important criteria while considering options to upgrade. The smartphone to purchase must add something in terms of usability for a user. This can be evaluated by looking at the new features or functions that did not exist in the current smartphone. In this festive season, one of the new feature or function for many users is going to be AI.  So, do look for AI features and functions while upgrading.  Do check out our recent report on AI in smartphones.

Durability – The tolerance towards smartphones stopping working is almost zero for any user. One of the reasons why users abruptly stop using their smartphones is when they have physical damage, making using them impossible or partially affecting their performance. For instance, a broken display can hamper the viewing or touch experience.  Also, consumers are spending 15-25% more than their earlier smartphone while upgrading. Sometimes, with the help of financing options, they stretch even more, right up to 50%. This means they are buying a smartphone with the mindset of holding it for a longer period. So, they are very particular about the durability aspects of the smartphone, and this remains one of the key factors to consider while upgrading.  When you are considering options to upgrade, do evaluate the durability elements of a smartphone. The durability of the body as well as the display is paramount.

Creativity – The smartphone reflects the personality of the user. It is an extension of the personality. The users, while upgrading, want the new smartphone to look entirely different in style, colour, feel, and design. This is where the CMF, or colour-material-finish, matters a lot in the decision-making process of any buyer. As a consumer, while you are evaluating the options, do check out the CMF options available across different brands in your consideration zone and go with the one that truly reflects your personality so that you make the most of your choice.

Novelty – Consumers are looking at an upgrade as an opportunity to break the routine. This is where novelty elements play their role. Some of the smartphone brands have already started addressing this requirement by making their smartphones slimmer, thinner, and compact to bring out the element of novelty. As a consumer, do check out various smartphones across different price tiers, which offer these novelty aspects, sweetening your upgrade decision.

As an upgrader, if you evaluate your options on the basis of these factors or ‘-tys’ you will be able to derive maximum satisfaction not only at the time of purchase, but your post-purchase experience will also be elevated several notches up, maximizing your ROI on the smartphone. So enjoy this festive season by purchasing your smartphone to upgrade your experience and the overall satisfaction, which is going to stay with you for longer period and many years to come.