The rate of growth in retail current value sales of mobile phones accelerated sharply during 2020, as some local consumers reacted to the pandemic by upgrading their phone, as they were using it more frequently because they had more leisure time on their hands. Some brought forward purchases they were planning to make in 2021.
Samsung Electronics Rus OOO will remain the most popular smartphone manufacturer in Russia during 2021, ahead of Chinese company Huawei Digital Technologies OOO. The latter lost significant retail value share during the latter part of the review period, mainly due to an ongoing dispute with the US government.
During 2020, e-commerce overtook electronics and appliances specialist retailers as the leading distribution channel for mobile phones in Russia. With physical stores forced to close for an extended period due to COVID-19 restrictions, a growing number of local consumers shopped online.
As most local consumers now have a smartphone, sales of these devices will increasingly be limited to replacement purchases during the forecast period. As a result, there will be no more than modest growth in retail volume sales of smartphones.
Faster connection speeds over the forecast period in terms of launching 5G in cities with populations of more than one million (as set out by the government’s “Digital Economy” project) is also likely to support demand growth for smartphones, as local consumers increasingly upgrade to models that can access 5G networks. While the initial plan was for 5G networks to be launched by 2022, telecom companies announced in early 2020 that this would be delayed until 2024.
Feature phones will continue to decline in popularity over course of the forecast period: By 2026, they will account for significantly less than 0.1% of retail current value sales of mobile phones in Russia.
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Understand the latest market trends and future growth opportunities for the Mobile Phones industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mobile Phones research and analysis database.
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