In 2024, there has been a significant increase in smartphone sales in Russia, especially among models priced from 80,000 to 100,000 rubles. Sales of such devices have doubled in natural terms (+96%) and increased by 65% in monetary terms. At the same time, despite the growth of this segment, its share in the total smartphone sales remains small — about 2% in units, but they account for 8% of the total amount of funds.
Overall, from January to October 2024, 24.1 million smartphones were sold in Russia for a total of 582 billion rubles, which is 13% more compared to the same period last year. The average cost of a smartphone increased from 21,500 rubles to 24,200 rubles.
The segment of smartphones costing up to 10,000 rubles continues to be the most massive, accounting for about 30% of all devices sold, but sales in this price range decreased by 18% in units and 11% in money. At the same time, a noticeable increase was recorded in the segment of devices costing from 80,000 to 100,000 rubles, where not only the volume of sales increased, but also the share in monetary terms, which is explained by the increased interest in premium models, such as Apple iPhone 15 and Samsung Galaxy S24.
Among the factors contributing to the growth of premium smartphone sales, experts note the increased consumer confidence in online stores and marketplaces, as well as active sales and expansion of the assortment. In particular, sales growth was noticed on platforms such as Wildberries, Яндекс Маркет and Ozon, where buyers began to choose more expensive gadgets, including flagship models of Chinese brands.