Expensive smartphones in Russia account for 25% of the revenue from sales of smart phones
Despite the weakening of the ruble against the dollar and the subsequent significant increase in the ruble value of top-end smartphone models, such devices remain in demand among buyers. So, in the period from January to June 2015, smartphones with a price of 30 thousand rubles. occupied about 25% of the Russian smartphone market, Vedomosti reports. Last year, over the same period, the market volume of flagship smartphones accounted for about 5% of the total smart phone market. In units, sales rose to 6%, rising from 1% a year earlier. At the same time, sales of expensive smartphones with a price higher than 30 thousand rubles grew faster than sales of smartphones of all other price categories: by 400% in monetary terms, and by 304% in quantitative terms. Such data leads Euroset in its report.
Ulyana Smolskaya, a representative of Euroset, explains such a rapid growth of expensive smartphones by the fact that now phones that fell into the category of devices “price above 30 thousand rubles” cost 18,000 - 25,000 rubles before the fall of the ruble. There is also an indirect confirmation of this point of view: for example, in the first half of 2015, sales of smart phones in this segment dropped significantly (by 54% in quantitative terms and by 55% in monetary terms). The overall growth rate of the cost of a smartphone in Russia year-on-year was about 13%, or 9,600 rubles.
Other companies have a similar situation with sales of expensive smartphones. So, according to MTS, smartphones with a price above 30 thousand rubles. in the first half of this year, they occupied about 26% of the market in terms of sales revenue. Due to the growth in demand for such devices, the smartphone market came out n plus in the first half of 2015. Total revenue from smartphone sales year to year, according to MTS representative Dmitry Solodovnikov, grew by about 7%. At the same time, in April 2015, MTS reduced the prices of all devices with mobile Internet by about a third, which allowed increasing sales of expensive smartphones by several times.
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According to Maria Zaikina, a representative of Svyaznoy, the growth in sales of expensive smartphones is not evidence of consumer preferences, but rather shows a change in the overall structure of the smartphone market. So, in January-June 2014 the most expensive price segment of the market, with smartphones at a price higher than 25 thousand rubles, occupied about 20% of the market in rubles, and 6% in units. Now those devices that cost more than 25,000 rubles on the market are already worth more than 30,000 rubles.
The CEO of Telecom Daily, Denis Kuskov, believes that the crisis has divided the smart phone market into two parts: buyers acquire either very cheap or very expensive smartphone models. In the first quarter of 2015, on devices worth 6,000-8,000 rubles. accounted for about 40% of the market, in quantitative terms. Those buyers who could afford to purchase a premium-class device before the crisis, most of them can buy such devices now. At the same time, people are willing to pay more for the functions they need.
Ulyana Smolskaya, a representative of Euroset, explains such a rapid growth of expensive smartphones by the fact that now phones that fell into the category of devices “price above 30 thousand rubles” cost 18,000 - 25,000 rubles before the fall of the ruble. There is also an indirect confirmation of this point of view: for example, in the first half of 2015, sales of smart phones in this segment dropped significantly (by 54% in quantitative terms and by 55% in monetary terms). The overall growth rate of the cost of a smartphone in Russia year-on-year was about 13%, or 9,600 rubles.
Other companies have a similar situation with sales of expensive smartphones. So, according to MTS, smartphones with a price above 30 thousand rubles. in the first half of this year, they occupied about 26% of the market in terms of sales revenue. Due to the growth in demand for such devices, the smartphone market came out n plus in the first half of 2015. Total revenue from smartphone sales year to year, according to MTS representative Dmitry Solodovnikov, grew by about 7%. At the same time, in April 2015, MTS reduced the prices of all devices with mobile Internet by about a third, which allowed increasing sales of expensive smartphones by several times.
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According to Maria Zaikina, a representative of Svyaznoy, the growth in sales of expensive smartphones is not evidence of consumer preferences, but rather shows a change in the overall structure of the smartphone market. So, in January-June 2014 the most expensive price segment of the market, with smartphones at a price higher than 25 thousand rubles, occupied about 20% of the market in rubles, and 6% in units. Now those devices that cost more than 25,000 rubles on the market are already worth more than 30,000 rubles.
The CEO of Telecom Daily, Denis Kuskov, believes that the crisis has divided the smart phone market into two parts: buyers acquire either very cheap or very expensive smartphone models. In the first quarter of 2015, on devices worth 6,000-8,000 rubles. accounted for about 40% of the market, in quantitative terms. Those buyers who could afford to purchase a premium-class device before the crisis, most of them can buy such devices now. At the same time, people are willing to pay more for the functions they need.
Source: https://habr.com/ru/post/292466/
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