13 Aug 2020
IDC: Russian Smartphone Market Weathers COVID-19 Outbreak in Q2
Moscow, FOR IMMEDIATE RELEASE — The Russian smartphone market held up well during the COVID-19 lockdowns of Q2 2020, falling just 11.5% in units year on year, according to research by International Data Corporation (IDC).
IDC's Worldwide Quarterly Mobile Phone Tracker reports that nearly 6.5 million smartphones, valued at $1.27 billion at retail prices before VAT, were shipped to Russia in Q2.
“Retail electronics outlets were closed in Moscow and many other Russian cities during the quarter to help control the spread of the virus, but online sales flourished,” said Olga Babinina, senior analyst at IDC Russia.
The market’s value declined sharply in Q2, down 22.4% year on year, as consumer demand shifted to lower-cost models. The $150–200 price band held the largest unit share. In contrast, the most popular category one year ago was the $200–$300 price band. Less expensive models that feature screens 6.5in. or longer had the biggest growth.
The $155 average price of an Android-based smartphone (excluding VAT) was 7.2% lower compared to Q2 2019.
Samsung was the brand leader in units in Q2, with its A51 model the most popular Android model in Russia for the second consecutive quarter.
Huawei and its Honor subsidiary, however, together outperformed Samsung. Xiaomi also had a strong Q2 thanks to its broad presence in the online channel and active marketing support. The remaining Android vendors held just 9.8% of the Android market.
Apple regained first position in value in Q2 after falling to second in Q1. Apple’s results were boosted by its introduction of a new version of the iPhone SE, the most inexpensive model in its product portfolio, in April 2020.
“This is a good time to buy a phone in Russia,” said Simon Baker, program director at IDC EMEA. “There are many promotions, discounts, and trade-in offers as retailers and vendors encourage consumers to return to shops. We are expecting the market to remain quite buoyant in Q3. However, the economic impact of the COVID-19 crisis is taking a toll. With renewed lockdowns possible in a second wave of the pandemic, the market is likely to weaken in the coming months.”
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, visit www.idc.com. Follow IDC on Twitter at @IDC.
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 through 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, and 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.
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