Tablets (Russian market)

Main article: Computers (Russian market)

2023

27% decline in imports to 1.32 million tablets

In 2023, 1.32 million tablets were imported to Russia, which is 27% less than a year earlier. This is evidenced by data from analysts at GS Group, published in early February 2024.

According to Vedomosti, citing materials from GS Group, Huawei rose to first place in the Russian tablet market, the company's share of total device imports in 2023 was 25%, or 330,000 devices. Next are the Honor and Apple brands (12% each), which delivered 159,000 and 155,000 gadgets, respectively. Also in the top 10 were Dexp, Digma (Russian brands importing equipment from the PRC) and the Chinese Teclast - 7% of the total import volume.

Pexels

Imports of South Korean Samsung and Chinese gadgets, Lenovo which ranked first and second in 2021-2022, fell 85-91% in 2023. At the same time, the import of tablets by the Chinese Honor increased by 2844% (to 159,000 units) from almost zero and turned out to be higher than the volume of supplies. iPad

GS Group

According to GS Group estimates, the share of parallel imports in the supply of tablets to the Russian Federation by the end of 2023 decreased to 15% from 27.5% in 2022. The decrease in the indicators of parallel imports may be due to the fact that it is not possible to make good money on it, says an independent analyst, author of the Vilianov.com Sergey Vilyanov. He adds that in the second half of 2023, the so-called gray drivers were taken under control.

GS Group

With the launch of parallel imports in the second half of 2022, distributors delivered a significant number of devices that began to be sold only in 2024, and therefore entrepreneurs were in no hurry to order new batches of goods, explains Alexander Surkov, founder of the Surkov on Marketing Telegram channel. By introducing a new import mechanism, the authorities have actually taken the Russian market out of control, the expert notes.^[1]

The emergence of 5 new Russian brands of laptops and tablets

In 2023, five new Russian brands of laptops and tablets appeared: Ardor Gaming, Depo Holo, Nerpa, Zeon and Topdevice. This is evidenced by the data of customs statistics published in January 2024. Read more here.

Tablet sales in Russia grew for the first time in 3 years to 2.4 million units

The volume of the Russian tablet market in 2023 reached 2.4 million units, which is 32% more than a year earlier. In money, sales of equipment increased by 30%, to 49.8 billion rubles. This is evidenced by MTS data published in mid-January 2024.

As Kommersant writes with reference to the materials of the telecommunications company, the sale of tablets in the Russian Federation has grown for the first time since 2020. MTS data covers the entire market, not just the retail of the telecom operator.

The volume of the Russian tablet market in 2023 reached 2.4 million units

"" M of Video El Dorado estimated tablet sales Russia in 2023 at 2.5 million devices, which, according to the retailer, is a third more than a year ago.

Analysts attribute the increase in demand for tablets to their improved characteristics, increased purchasing power of the population and rising prices for similar devices, including laptops. While interest in tablets in the world is fading due to competition with smartphones, the demand for them in Russia continues to grow, experts say.

According to MTS estimates, Huawei (the brand accounted for 16% of sales), Samsung (13%) and Xiaomi (11%) became the leaders in tablet sales in the Russian Federation in 2023. In monetary terms, Apple (28%) retained the lead, ahead of Samsung (17%) and Huawei (15%).

According to the combined company M.Video-Eldorado, Realme and Xiaomi and other Chinese brands have strengthened their positions in the Russian market. The largest number of sales was provided by devices with a screen of more than 10 inches. Many consumers bought tablets to replace laptops or as an additional device for use on trips.

The average cost of tablets in 2023 decreased by 1% and amounted to 20,400 rubles. For comparison, laptops in 2023, on the contrary, added an average of 10% in price. At the same time, Apple devices went up by 40%, MSI - by 30%, and Huawei - by 20%.^[2]

30% sales growth to 1.7 million tablets in 9 months

In January-September 2023, 1.7 million tablet computers were sold in Russia, which is 30% more than a year earlier. The market volume in monetary terms in comparison with the same periods rose by 24% and reached 35.6 billion rubles. Such data in MTS led at the end of October 2023.

As Kommersant writes with reference to the materials of the telecom operator, the lowest price segment turned out to be the fastest growing in terms of the number of tablets sold, where the cost of devices does not exceed 10 thousand rubles. The main share in the segment falls on tablets of own brands (STM) of retailers.

For 9 months of the year, 1.7 million tablets were sold in Russia

MTS noted that tablets worth up to 10 thousand rubles in the first three quarters of 2023 occupied about 29% of the market in physical terms, from 10 thousand to 20 thousand rubles. - 39%. Devices whose price ranges from 20 thousand to 30 thousand rubles account for 16% of the market.

According to analysts of the retailer M.Video-Eldorado, the most popular tablets in the base and middle price segments are in demand, and the most popular brands are Huawei, Samsung, and Apple. "At the same time, Chinese realme, Xiaomi and other Asian vendors have significantly strengthened their positions and occupy a noticeable share," the company noted. The increased demand for tablets there was explained by the emergence of new lines of well-known brands and the expansion of the range of new Chinese vendors.

The PR director Inventive Retail Group Lyudmila Semushina , in a conversation with the newspaper, separately noted the growth in demand for Apple tablets. According to her, in nine months in the network restore: sales iPad increased by 25% in pieces. The growth in demand for Apple tablets is due not only to the base of loyal fans of the brand, but also to the fact that the iPad is in demand as a working tool among some specialists, for example, from the design sector, adds IT holding business analyst Fplus Arthur Makhlayuk.^[3]

2020: Increase in the market volume by 26% to 41.4 billion rubles

On January 13, 2021, the M.Video-Eldorado Group reported to TAdviser the results of an analysis of tablet sales in Russia in 2020. The market volume reached 2.5 million units and about 41.4 billion rubles, which is more than 4% in units and 26% in money compared to 2019. Sales of the category for the first time since 2014 showed growth in quantitative terms. In M.Video-Eldorado, the demand for tablets increased by 19% in units and 45% in money.

Tablets became one of the most popular technical goods in 2020, Russians chose devices as an additional screen for remote work, educational tasks, watching videos, communicating and mobile games. The average check for the year increased by about 20% to 16,5 thousand rubles, which is influenced by increased interest in devices from the middle and upper price ranges, in which they invest for a long time and want to get a device with a large quality screen, high performance and volumetric functionality, which is achieved, among other things, by supporting additional accessories, for example, a keyboard, stylus, etc.

The leadership in unit sales in the Russian market for the third year in a row holds. Huawei In addition to Chinese the brand, the top 3 most popular manufacturers also included. Samsung Apple Apple is strengthening its position and remains in first place in terms of revenue. The best-selling models in Russia were A Samsung Galaxy Tab 10.1 (2019), Samsung Galaxy Tab A 8.0 (2019),, 10.2 Huawei MediaPad T3 10, Huawei MediaPad T3 8.0" Apple iPad (2019). Wi-Fi

Russian tablet market grew for the first time in 6 years

The increase in consumption content affects the popularity of tablets with a large screen. Models over 10 inches first reached half of unit sales, five years ago they occupied only 20%. In money, they account for three-quarters of the market. The number of tablets purchased with a diagonal of up to 7 inches continues to decline (from a third of sales in 2019, the share decreased to a quarter in 2020), this is influenced by the expansion of the range smartphones with a screen from 6 to 7 inches. Such mobile devices are more productive and functional than tablets, and their share in units over the year increased by 20 percentage points. and reached 70%. So, - Samsung Galaxy A51 the best-selling smartphone of the year in Russia is equipped with a 6.5-inch screen.

The choice of smartphones with a foldable display is also increasing. The segment of small tablets of 7-8 inches becomes rather niche and is in demand as a device for tasks that do not require high performance, like the first device for children, or for use in a certain scenario, for example, as a navigator, assistant for a seller, courier, warehouse worker, etc.

Among the price segments, demand decreased only for the model to 7 thousand rubles. The demand for more expensive models contributes to the increased dynamics of tablets with built-in memory from 32 GB, which accounted for 55% of the market in quantitative terms, as well as an increase in the share of up to 50% of devices with standard support communications 4G (a quarter of the devices sold support connection to the Internet to only Wi-Fi).

The pandemic has had a positive impact on the tablet market, due to the transition of many processes online, Russians have a need for one or more more devices for themselves or a family with an Internet connection. Some users have chosen tablets for their tasks, which can be called a relatively affordable and mobile tool with a large touchscreen display, and some models on the market are even comparable in power to laptops. One of the key trends is that consumers approach the purchase rationally and invest in the future, choosing the best quality and technological solutions. In 2021, we expect sales of the category to be comparable to 2020, notes the head of the Telecom department in the M.Video-Eldorado Group Vladimir Chaika.

2017: Russians prefer laptops to tablets and desktops

Ipsos Collaborative Study^[4] and Microsoft appreciated the behavior and habits of customers in relation to four groups of devices: laptops, desktops, tablets and game consoles. More than 1000 residents of Russia aged 18 to 65 took part in the survey.

As the study showed, 84% of respondents from Russia use a laptop, while a desktop PC and a tablet - more than 70%. Only 22% of respondents have a game console. At the same time, IPSOS analysts point to a trend towards the removal of portable stationary devices in Russia in the near future: most of the respondents are going to purchase a tablet or laptop within a year (73% each, respectively).

See Notebooks (Global Market) for details.

2016

Consumer segment drop over 3 years

On March 17, 2017, the analytical company IDC published the results of a study of the Russian tablet computer market. Consumer spending on this electronics has been falling for three years in a row.

In 2016, 4.71 million tablets arrived in Russia, which is 22.9% less than in 2015. In money, the market showed a decline of 27.8%.

Experts explain the fall in tablet sales by the expectation of consumers to reduce prices for this equipment, the growing popularity of large-sized smartphones and the fact that tablets are not among the essentials.

In 2016, the Russian tablet market fell by 28% in money

Senior analyst at IDC Natalya Vinogradova says that the consumer segment of the Russian tablet PC market has been declining for 12 quarters in a row. In this regard, many manufacturers are changing their business strategies, in which companies reduce the number of new models and focus on devices of the middle and premium classes. Tablets in the traditional form factor are gradually beginning to turn into a niche product, Vinogradova notes.

At the same time, the demand for hybrid tablets that can transform into laptops continues to grow. Deliveries of these devices in 2016 on the Russian market rose by 39.6% in units.

Despite the difficult situation in the consumer segment in the personal computer market, the popularity of hybrid devices will increase in the future, especially in the commercial sector. In the context of the growing mobility of employees and the digitalization of work processes, the tablet becomes a convenient tool that provides employees with constant access to the necessary information anywhere and at any time, - said Natalya Vinogradova.

The following companies are called the leaders of the Russian tablet market at the end of 2016 in IDC:

• Irbis;
• Samsung;
• Lenovo;
• Digma;
• Prestigio.

Third quarter: 39.6% reduction in sales in money

On December 1, 2016, the analytical company IDC published some results of a study of the Russian tablet computer market. Experts reported that the market is in a protracted regression.

In July-September 2016, about 1.3 million tablets were delivered to Russia, which is 35.3% less than a year ago. In monetary terms, there was a decline of 39.6%. Analysts did not specify the revenue.

The Russian tablet market is in a protracted decline

The IDC report notes that the volume of the Russian tablet market is declining 11 quarters in a row, as many consumers continue to postpone the purchase of such a device.

According to IDC senior analyst Natalya Vinogradova, tablet sales in Russia by the end of 2016 will fall significantly, and in 2017 the fall will not be so strong, and some manufacturers will be able to increase their share.

The first place in the supply of tablets to the Russian market in the third quarter of 2016 was taken by Lenovo. Next are the following companies:

• Irbis;
• Samsung;
• Prestigio;
• Digma.

In general, the demand for tablets in Russia is decreasing, but some segments are growing. Thus, shipments of hybrid devices in July-September 2016 increased by 12.5% compared to the same period in 2015. In addition, the production of devices with screens ranging in size from 11 to 14 inches has risen.

Natalya Vinogradova explains the growing demand for large-sized tablets by the convenience of working such gadgets with applications and documents using a stylus and an additional attachable keyboard. Inexpensive hybrid tablets compete with once popular netbooks in performance and functionality, according to IDC.

According to analysts, the average cost of a tablet in the Russian Federation in the third quarter of 2016 was $140. The share of models with cellular support exceeded 80%, and the share of tablets based on the base Android approached 90%.

2015

Data from J'son & Partners Consulting

According to J'son & Partners Consulting estimates, a total of 6.2 million tablets were sold in Russia in 2015 - 33% less than in 2014. Global tablet sales also decreased, but not so much - by 10% compared to the results of 2014.

Tablets are not essential, and together with a decrease in purchasing activity in early 2015, many Russian users began to abandon the purchase of tablets in favor of smartphones as more versatile mobile devices. It is also worth noting that in 2013-2014. the share of Russia in global tablet PC sales reached 3-4%, which is significantly higher than the same indicator, for example, for smartphones - 2%.

Средняя розничная стоимость планшета

In the next 1-2 years, according to J'son & Partners Consulting, tablet sales will not be able to return to pre-crisis levels, while we do not expect any new global market decline. Tablets are becoming in demand in new niches, and the low average retail cost of devices makes them more attractive to users, especially as the cost of smartphones and laptops increases.

IDC: 6 million units delivered (-25%). Sales revenue -53% in dollars

On March 17, 2016, the analytical company IDC published the results of a study of the Russian tablet computer market. Its volume in physical terms decreased by a quarter, and in money the decline was twice as strong.

According to IDC estimates, in 2015, tablet shipments to Russia amounted to 6.11 million units, which is 25.2% less than a year earlier. Sales revenue fell 53.5% in dollars. In October-December 2015, the market contracted by 24.7% in units and by 58.8% in monetary terms.

Russians postpone the purchase of tablets due to the problematic economic situation in the country

Experts note that some consumers are in no hurry to buy a tablet due to the fact that it is far from essential goods in a difficult economic situation.

In many ways, the sharp reduction in the tablet segment is associated with a drop in household incomes and the ability to purchase one device at best, says Natalia Vinogradova, senior analyst at IDC. - Many chose to replace the tablet with a smartphone with a large screen, while combining the functionality of using two gadgets in one.

The popularity of smartphones is growing as prices for them decline. So, in 2015, the average cost of such a device with support for LTE networks and a 4.5-inch display decreased by 55%, according to IDC.

Russia At the end of 2015, analysts named the company the largest seller of tablets. Lenovo Samsung The Oysters also entered the top three. Next are the brands and. Irbis In the hybrid Digma segment, electronic engineers combining the functions of a tablet and laptops, the leader. ASUS

The study also said that prices for compact tablets (with 7-inch screens) will continue to decline, and phablets will still push these devices out of the market. Analysts consider the increase in the number of large-sized models (display diagonal - from 10 to 12 inches) with keyboard cases to be another trend.^[5]

2014

Data from J'son & Partners Consulting

J'son & Partners Consulting (Jason & Partners Consulting) estimated the volume of the Russian tablet PC market in 2014 at 9.3 million devices. The market grew 37% compared to the same figures in 2013.

The growth rate of the Russian tablet PC market in physical terms (+ 37%) significantly outstripped the global average (+ 4%) in 2014.

The share of the Russian tablet PC market in total global sales amounted to 4% in 2014. It is worth noting that the share of Russia in global tablet PC sales is 2 times higher than the same indicator of the Russian market for smartphones.

Tablet market of Russia in 2014, 2015

The average cost of a tablet PC in Russian retail was 8.6 thousand rubles. according to the results of 2014. Compared to the same indicator in 2013, the cost decreased by 25%, compared to 2012 - by 45%. The main reason for the decline in the cost of tablet PCs, analysts of the company see an increase in the share of Russian and Chinese manufacturers, as well as the share of subsidized sales of tablet PCs under the brands of telecom operators.

The Russian tablet PC market is dominated by two operating systems - Android and iOS. The vast majority of tablets sold in 2014 run on the Android platform. The share of the operating system from Google increased by 6% over the year, and at the end of 2014 amounted to 89% of sales in physical terms.

Russian Tablet Market Trends and Forecast

Analysts highlighted the main trends in the Russian tablet PC market in 2014:

• An increase in the share of tablets with 3G and 4G support;
• over the year, the share of tablets with support for work in networks of the third and fourth generations increased by 20 percentage points. and in the 4th quarter of 2014 amounted to 84% of sales in physical terms;
• reducing the average retail cost of a tablet PC, increasing the supply of devices in the "budget" segment;
• An increase in the share of carrier tablets
• In 2014, branded tablets from operators MegaFon and VimpelCom regularly became the best-selling tablets in a month;
• improved coverage and quality of 3G and 4G operator networks, low cost of mobile Internet in Russia;
• growing popularity of mobile applications and services.

According to the forecast of J'son & Partners Consulting (Jason & Partners Consulting), the total sales of tablet PCs in Russia by 2019 will reach 14.5 million devices and will increase by 56% compared to the results of 2014.

IDC data

At the end of 2014, a 5% reduction in the Russian tablet market was noted - to 8.16 million units. In monetary terms, the decline was 30.9% and reached $1.92 billion. The tablet market in its development dynamics repeats the history of the PC market. Saturation in the tablet market is faster than in the smartphone segment, and the tablet update period is prolonged.

Despite the general fall in the tablet PC market, some of its categories may show positive dynamics in 2015, according to IDC. Shipments of devices with a diagonal of 8 inches or more will grow, with support for voice communication and fourth-generation networks.

2013

Tablet sales growth by 108% to 8.58 million units by $2.77 billion

Researchers noted an increase in the Russian tablet computer market by 108% compared to 2012. During this time, 8.58 million devices were delivered to the country. The market volume in monetary terms increased by 66.8% and reached $2.77 billion.

In terms of OS, the most popular devices are controlled, Android its share in 2013 is 80.2% of the market, - iOS 16%, - Windows 2.6%.

At the end of the year, the most popular devices with a screen diagonal of 7 inches. In the fourth quarter, growth in this form factor reached 590.1%.

Data of Svyaznoy and Euroset

In January 2014, its estimates of the Russian tablet PC market for 2013 were released "Coherent" and. Euroset According to data, in "Connected" 2013, about 7.2 million tablets were sold in the amount of 81.4 billion rubles, which means sales growth by 125% in physical terms, and by 65% in monetary terms. In Euroset turn, they provide data on 6.7 million tablets sold and an increase of 107% in unit terms.

Tablets remain the fastest growing category of personal in and for the electronic engineers Russia second year in a row show three-digit growth rates in pieces, noted in. "Svyaznom" Some slowdown in the country in unit terms in the company is explained by the gradual saturation of the market To Moscow in large cities. If we consider separately federal districts and small settlements, here the growth rate shows higher indicators.

The average bill for tablets for the year decreased by 27% to 11.38 thousand rubles, according to Svyaznoy. The average cost of a tablet PC steadily decreased during the year: for example, according to the results of the 1 half of the year, it amounted to 12,527 thousand rubles, in the 3 quarter it decreased to 11.5 thousand rubles, and in the 4 quarter - to 10.32 thousand rubles. In December 2013, the cost of tablets passed the threshold of 10 thousand rubles. - the average check for a tablet computer amounted to 9.7 thousand rubles. According to Euroset, the decrease in the price of tablets in 2013 amounted to 25%, to 11.6 thousand rubles.

Among the main factors that influenced the average cost in Svyaznoy, they note, first of all, the expansion of the market and the growth of sales in the price segment to 15 thousand rubles. In 2013, high-quality tablets worth less than 2.5 thousand rubles appeared on sale, they say in the company. Increasing the availability of tablets on such a scale has largely become possible thanks to the form factor: in the market, more and more manufacturers are providing a choice of devices with a screen diagonal of less than 8.9 inches. In 2013, such devices accounted for more than 2/3 of total sales in pieces.

Among the trends in 2013 in Svyaznoy are the fact that for the first time in the top three in sales, the B-brand - Prestigio, which ousted Asus from the top three in 2012, has gained a foothold . In total, B-brands accounted for almost half of tablet sales in piece terms.

The share of tablets on Android OS increased to 83% in unit terms and to 68% in cash turnover. The strengthening of the position of this OS, according to representatives of Svyaznoy, was influenced by an increase in the number of tablet computers in lower price segments. Tablets based on iOS took second place in sales, and on Windows - third.

Notes