Sales of mobile devices in the price range from RUB 50,000 increased by one and a half times in the first ten months of 2021.

According to analysts from MTS, the share of devices in this segment increased from 8.3% to 12.9%. Thus, the share of premium smartphones for the first time crossed the 10% mark.

From January to October 2021, 24 million devices were sold in Russia for a total of 563 billion rubles. According to MTS, Apple smartphones are in the greatest demand - their share this year amounted to 83.2% compared to 77.8% a year earlier.

The second place in the premium category was taken by Samsung smartphones (16%), while Huawei and Xiaomi devices accounted for less than 1% of the segment.

According to experts, the growth in sales of expensive devices is due to the fact that Russians are more likely to buy smartphones for a longer period of use.

MTS representatives note that in Russia the demand for budget devices is gradually decreasing. So, from January to October 2021, Russians bought 36% fewer devices costing up to 10 thousand rubles than in the first 10 months of 2020.

Analysts also suggest that the rise in prices for smartphones will not stop in 2022. This year, the average cost of devices has grown by 34%, and next year this figure may increase by another 15-17 points. The rise in prices for electronics is not least due to the shortage of microcircuits that has affected the industry around the world.

“In a simplified way, the situation looks like this: there are more expensive models, less cheap ones - this applies not only to smartphones, but also to laptops. In the face of a shortage of components, it is more profitable for a manufacturer to integrate them into more expensive models than into cheaper ones - this, as a rule, allows increasing business margins, ”explained Dmitry Kravchenko, CEO of Acer in Russia.

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