11 Aug 2021

Xiaomi Leads Russian Smartphone Market for First Time in Q2 2021, Says IDC

Moscow, August 17 — Xiaomi took leadership of the Russian smartphone market for the first time in Q2 2021, with its brands holding more than one-third of the total market, according to International Data Corporation (IDC).

IDC's Worldwide Quarterly Mobile Phone Tracker also reports that Russia’s smartphone market slowed in Q2 in comparison to Q1, with shipments totaling 6.7 million units. But the Q2 market had a value of $2.1 billion — amounting to a robust two-thirds increase year on year.

The average sales price of a smartphone in Russia in Q2 was $322 retail before tax, up from $306 in Q1 and $196 in Q2 2020. Feature phone sales were up 13.4% year on year in Q2, with 1.6 million units purchased.

“Q2 saw a marginal unit increase over Q2 2020, when the market bottomed out due to the COVID-19 lockdowns,” notes Simon Baker, program director for IDC Europe, the Middle East, and Africa. “But the value of the market was up by a very healthy two-thirds year on year. Consumers are showing they are willing to pay for more capable smartphones.”

Xiaomi continued its rapid growth in Q2, becoming the Russian market’s leading vendor for the first time. The vendor's flagship brand held 32.8% of the market, while its Pocophone brand held nearly 5%.

"Xiaomi has had a clear win in Russia,” says Baker. “It has seized the opportunity and taken the share formerly held by Huawei devices.”

Former market leader Samsung saw its share fall to 28.3% in Q2. Brands of the Chinese BBK group, including realme, held a combined 8.9% of the market.

Baker pointed out that Russian consumers remain focused on midrange devices. “There is a very clear sweet spot in the Android market of between $100 and $150 retail, before tax," he says.

However, Baker noted that the Apple iPhone 11, retailing for around $650 in Russia, and the iPhone 12 Pro and Pro Max, retailing for more than $1,000, also sell well.

The availability of 5G services in Russia remains limited, but the launch of Apple’s iPhone 12 series in Q4 2020 has spurred interest in 5G-capable devices. Q2 2021 saw sales of 5G-capable Android phones rising 17%. Android devices now account for 70% of the total 5G-capable market in Russia.

About IDC's Worldwide Quarterly Mobile Phone Tracker

IDC's Worldwide Quarterly Mobile Phone Tracker fills the demand for detailed and timely information on the total mobile phone and smartphone markets for handset vendors, software developers, service providers, component suppliers, and investors. It provides insightful analysis of quarterly market share data by region. IDC’s Worldwide Quarterly Mobile Phone Tracker is built on the foundation of IDC’s network of country-level mobile phone tracking services. Its bottom-up methodology delivers an accurate view of the mobile phone market from those closest to it. This IDC tracker product delivers a quarterly web database that details the performance of the market's individual players and answers important product-planning and product-positioning questions.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDC.

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