Russians Reveal Preferred Smartphones and Factors Influencing Switches
In a recent survey by M.Video-Eldorado, Russia's leading electronics retailers, insights into the preferences and behaviours of Russian smartphone consumers have emerged. The study sheds light on various factors influencing smartphone purchases, including budget, operating system preferences, and brand loyalty.
If money were no object, an overwhelming majority (63%) of Russians would opt for Android devices, with Apple following closely behind at 32%. A mere 4% prefer HarmonyOS. Before making a decision, most consumers (62%) read reviews and compare specifications, while 35% watch video reviews for additional guidance.
The study also reveals a shift towards budget-consciousness among consumers. Approximately one-quarter (23%) of respondents choose smartphones priced between 20-30 thousand rubles, with another 21% willing to spend 30-50 thousand. Only 15% have a budget over 80 thousand rubles, and one in five spends no more than 20 thousand.
Device failure (23%) and battery aging or reduced performance (53%) are the primary reasons for smartphone replacement. Interestingly, the desire for new features ranks third (15%). The operating system is considered very or extremely important by 68% of respondents.
The survey also highlights brand loyalty, with 40% of Russians sticking with their previous device's brand. Samsung leads in smartphone brand preference, with 38%, followed closely by Xiaomi, including its sub-brands Redmi and Poco, at 31%. Huawei comes in third with 18% preference, while Honor is preferred by 20% of respondents.
Some consumers seek advice from friends (16%) or store consultants (9%) before making a purchase. Notably, current AI features are rated as somewhat important, with an average of 3.2 out of 5.
In terms of smartphone lifespan, 43% of respondents use their devices for more than three years, while 25% replace them approximately every three years. Only 9% update their gadgets annually. The study found that 68% of participants update their smartphones no more than once every three years.
While the specific rankings of popular smartphone brands according to the M.Video-Eldorado study were not directly provided, market trends suggest that Samsung, Xiaomi, Apple, and Huawei are commonly preferred by Russian consumers due to their price-quality ratio and availability through retail networks like M.Video and Eldorado. For a more accurate and detailed breakdown of the most popular smartphone brands as per the M.Video-Eldorado study, additional sources or direct reports from M.Video or Eldorado would be required.
In line with the survey, if cost wasn't a factor, the majority of Russians (63%) would choose Android devices, with Apple being the second preference (32%). Additionally, when making a smartphone purchase, a significant number of consumers (62%) read reviews and compare specifications, while 35% also watch video reviews for further guidance.
