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2023
Growth of the Russian smartwatch and bracelet market by 23.8% to 6 million units
In 2023, about 6 million smartwatches and fitness bracelets were sold on the Russian market. The indicator of the previous year, when the volume of sales of these products was estimated at 4.85 million units, was exceeded by 23.8%. This is stated in a study by BusinesStat, the results of which were published in mid-December 2024.
According to estimates, in 2019, about 3 million smartwatches and fitness bracelets were sold in Russia. In 2020, the volume of sales soared by 41.7% - to 4.28 million units. The driver of the industry was the COVID-19 pandemic, against the background of which Russians began to purchase gadgets more often with the ability to monitor vital signs of the body. In 2021, sales rose by another 17.3% with a final result of 5.02 million units, while in 2022 a reduction of 3.4% was recorded.
The authors of the study talk about a decrease in the interest of Russians in fitness bracelets: such products are out of fashion, and buyers are increasingly preferring smart watches. Several key factors account for the observed trend. The functionality of smartwatches is constantly expanding, and the battery life on a single battery charge is increasing: thus, the watch combines the functions of a fitness tracker and a smart assistant in conjunction with a smartphone. In addition, the price of wearable devices is reduced: budget smartwatches can cost as much as flagship bracelets. Plus, the range of smartwatches is expanding, including the emergence of models from well-known brands: these gadgets perform an image function and complement the everyday image.
The BusinesStat review notes that in 2023 the share of fitness bracelets in the structure of sales of wearable devices in Russia decreased to 20%. For comparison, in 2019, this indicator was at the level of 65%.[1]
41% increase in wearable electronics sales to 8 million units
Sales of wearable electronics in Russia in 2023 amounted to 8 million units, an increase of 41% compared to the previous year. The volume of the market in money during this time increased by 24%, to 51.3 billion rubles. Such data were provided by MTS on January 25, 2024. The statistics published by the telecom operator concern sales not only in its retail, but also in the entire market as a whole.
MTS analysts attributed the growth of the wearable devices market to an increase in demand for smartwatches, which in 2023 accounted for 72% of wearable electronics sales in physical terms and almost 90% in monetary terms. In total, in 2023, 5.8 million smartwatches were sold in Russia for 45.8 billion rubles, which is 82% more than in 2022 in pieces and 32% more in money. The average price of the device was 7.9 thousand rubles. Compared to 2022, the top three most popular brands remained the same: Apple retained the first place with a share of 39% in units, followed by Samsung (13%) and Huawei (12%).
Smartwatches displace less functional fitness trackers from the market, the share of which in sales of wearable electronics in the Russian Federation at the end of 2023 amounted to 7% (by revenue) against 56% in 2019. In 2023, 1.6 million fitness trackers worth 3.8 billion rubles were sold in Russia, which is 13% and 21% less than a year ago.
The MTS study also notes a decrease in demand for children's smartwatches, sales of which in 2023 decreased by 3% in pieces and by 1% in money.
Analysts associate interest in smartwatches with a decrease in the average price, in particular, by expanding the assortment in the segment to 20 thousand rubles. So, at the end of the year, the average price for smartwatches showed the highest drop - by 27%, while for fitness trackers it decreased by 10%, and for children's smartwatches - by 3%.[2]
2021: Smartwatches in Russia bypassed fitness trackers in sales for the first time
Smartwatches in Russia for the first time bypassed fitness trackers in sales. This happened in 2021, MegaFon reported on January 26, 2022.
According to the telecommunications company, at the end of 2021, Russians purchased a total of 6.2 million smartwatches and fitness trackers, which is 25% more than a year earlier. The volume of this market in money grew even more - by 51%, to 56.8 billion rubles. In MegaFon itself, sales of wearable electronics increased by 36% in physical terms and by 193% in ruble terms.
According to telecom operator estimates, smart watches occupied 58% of the Russian wearable electronics market, and the share of smart bracelets decreased from 61% to 42%.
 | Fitness trackers last [2021] year came as close as possible to the functionality of smartwatches. For example, depending on the model, with their help you can monitor your health, pay for purchases, respond to messages. Nevertheless, the trackers could not withstand the competition with the watch, - said Vladimir Skurikhin, CEO of MegaFon Retail. |  |
Apple is named the absolute sales leader in the smartwatch category, which took 38% of the market in pieces. This is followed by Samsung and Huawei, which accounted for 14% and 10%, respectively. Consumers most often opted for the Apple Watch SE 40 mm, Huawei Watch Fit and Xiaomi Mi Watch Lite.
Xiaomi was the leader in the fitness tracker category in 2021 with a 62% share. Next are brands Honor (13%) and Huawei (10%). The top three popular devices included Xiaomi Mi Band 5 and 6 series, as well as Huawei Band 6.
The study also notes that peak sales of smartwatches and fitness trackers in Russia in 2021 were observed on the eve of International Women's Day from March 4 to 8, as well as before the New Year from December 28 to 31. Russians purchased children's smartwatches for Knowledge Day from August 28 to 31 and for the New Year holidays.[3]
2020
Increase in the Russian wearable electronics market by 38% - M.Video-Eldorado
The volume of the Russian wearable electronics market in 2020 grew by 17% in units and by 38% in money, analysts at M.Video-Eldorado calculated. In 2020, Russians purchased 5.4 million wearable devices totaling 41 billion rubles.
Experts linked the fast-growing sales of wearable gadgets with their ability to monitor body health indicators, which has become relevant in the context of the COVID-19 pandemic.
The smartwatch segment occupies about 35% in quantitative terms. Among all types of watches, the largest share is occupied by models with some capabilities, smartphone for example, they allow you to answer calls or messages and make contactless payments. The average cost of such smartwatches is 25 thousand rubles. The range is expanding in the segments of hybrid watches (with mechanical arrows and "smart" functions), including from fashion brands, as well as sports watches. Apple showed the highest positive dynamics among manufacturers of all watches and remained the leader. The most popular model on the Russian market was Apple Watch Series 5 (44mm Space Gray Aluminum).
Devices for children are also becoming increasingly popular, allowing parents to control the child, for example, observe his location or use the panic button to call for help. Children's gadgets accounted for about 15% of annual sales of wearable electronics, and the average bill of such products is 2,700 rubles. Among the most popular brands on the children's smartwatch market were Jet, Elari and the Life Button.
About half of the Russian wearable electronics market comes from fitness trackers. The rapid growth of the category was helped by the appearance on the market of affordable devices, the cost of which starts at 2,200 rubles. In addition, the segment of fitness bracelets is helped by their wide possibilities - for example, they can collect information about the state of health.
Manufacturers improve the quality of measurements of physical activity indicators (pulse, steps, distance, calories, sleep phases), call notifications and SMS content are available in most models, moisture and dust protection becomes the standard, the range of devices with an NFC module for contactless payment for goods and services is expanding.
Touch displays are also changing - bracelets are increasingly receiving bright AMOLED and OLED screens with a size of about 1 inch. The leader of the segment remains the Xiaomi brand, and the best-selling model in Russia is the Xiaomi Mi Band 4. The leaders also included Honor and Jet.
Svyaznoy: in the 1st quarter, the Russian wearable device market grew by 54%
On May 6, 2020, the company Coherent"" announced the results of the development of Russian the wearable device market in the 1 quarter of 2020. According to, from to data retailer January to March Russia , more than 1.4 million fitness trackers and smartwatches were sold for a total of almost 8.7 billion, rubles which is 54% more in physical terms and 43% more in monetary terms compared to 2019. Sales growth in the "Svyaznom" same period amounted to 15% in pieces and 8% in money.
From January to March, fitness trackers showed the highest growth dynamics. Thus, the Russians purchased almost 1 million devices totaling 2.5 billion rubles, which is 61% more than last year's indicators in physical terms and 64% in monetary terms. The average price of a fitness tracker in Russia increased by 2% and amounted to 2.5 thousand rubles. The most popular among Russians were devices from Xiaomi, Honor and Jet.
Smartwatches remain the second most popular category. In the first three months of this, Russian consumers purchased 230 thousand devices worth 5.8 billion rubles. Year-on-year growth was 53% in unit terms and 37% in monetary terms. At the same time, the average price decreased by 10% and amounted to 24.3 thousand rubles. Apple and Samsung remain the leader in pieces and money.
Children's smartwatches also show growth: from January to March, Russians purchased 170 thousand locators worth over 400 million rubles. Sales in pieces for the year increased by 32%, in money the growth was 22%. The average price of the locator decreased by 8% and amounted to 2.4 thousand rubles.
| | Wearable devices continue to be highly popular among Russians, who are increasingly purchasing smartwatches and fitness trackers on the Internet. According to the results of the 1st quarter, the share of online sales of this category of goods amounted to 39%. The high demand for wearable devices is due to the past New Year and gender holidays, during which smartwatches and fitness trackers are among the most popular gifts. Users choose devices for their functionality. For example, with the help of devices, you can track notifications from a smartphone, use devices as an element of style, monitor your physical condition and much more, - comments David Borzilov, vice president of sales at Svyaznoy. | |
2019
Demand for wearable devices increased to 5 million units
On January 22, 2020, the company M of Video El Dorado"" announced that it analyzed the demand for wireless devices - smartphones with wireless charging, wireless, earphones speakers, chargers sales and wearables, which reached 240 billion at the rubles end of 2019.
According to the company, wearable devices are gaining mass popularity among Russian users, the demand for them in 2019 doubled in units to 5 million devices and almost 90% in monetary terms more than 32 billion rubles. In the M.Video-Eldorado Group, demand for the category increased by more than 2.5 times. Smartwatches in the monetary volume of sales of the category occupy more than 60%. Read more here.
Svyaznoy: From January to September, the wearable device market in Russia grew 2 times
On November 1, 2019, Svyaznoy announced the results of sales of wearable devices on the Russian market for 9 months of 2019.
From January to September, Russians purchased 3.1 million devices totaling 19.4 billion rubles, which exceeded the indicators of the same period in 2018 by 2 times in pieces and almost 2 times in money. According to the results of sales on the wearable device market, fitness trackers occupy a 57% share, 26% fall on smartwatches and 17% on children's smartwatches.
From January to September, fitness trackers showed the highest growth dynamics. Thus, the Russians purchased 1.7 million devices totaling 4 billion rubles, which is 121% more than last year's figures in pieces and 133% in money. The average price of a fitness tracker in Russia increased by 6% and amounted to 2.3 thousand rubles. The most popular among Russians were devices from Xiaomi, Honor and Jet, which accounted for 83% of the fitness tracker market in piece terms.
Smartwatches remain the second most popular category. For nine months of 2019, 780 thousand units were bought in Russia in the amount of 14.1 billion rubles. Year-on-year growth was 95% in unit terms and 81% in monetary terms. At the same time, the average price decreased by 7% and amounted to 18 thousand rubles. Apple remains the leader in pieces and money with its Apple Watch devices.
Children's smartwatches also show steady growth: from January to September, Russians purchased 530 thousand locators worth over 1.3 billion rubles. Sales in pieces for the year increased by 55%, in money the growth was 42%. The average price of the locator decreased by 8% and amounted to 2.5 thousand rubles.
{{quote 'author=comments Vice President of Sales of Svyaznoy David Borzilov' Wearable devices continue to be highly popular with Russians. In recent years, many Russian and international players have appeared in the smartwatch segment in a low price category, which significantly affected the decrease in the average cost of devices. The fitness tracker market has a similar situation: a large number of brands appear in a low price category, but more than half of the market in pieces and in money is still occupied by devices from Xiaomi. Users choose smartwatches and fitness trackers for their functionality: for example, using devices, you can track notifications from a smartphone, use devices as a style element, monitor your physical condition and much more, }}
Children's smartwatches, which allow parents to see the location of their child, traditionally occupy the third place in popularity in the category of wearable devices, but also continue to grow in pieces and money. If 2 years ago the minimum cost of children's smartwatches was 2 thousand rubles, now it is 1.3 thousand rubles. This is due to the fact that manufacturers began to produce models with simpler functionality.
The main trend in the children's smartwatch market is the emergence and growing popularity of 4G-enabled devices, which helps parents communicate with their children through video communication and provides high speed data transfer about the child's location. Another notable trend in this category is bright collaborations. For example, the Russian brand Jet produces children's smartwatches in collaboration with the international game manufacturer Hasbro.
The wearable electronics market in Russia has maintained a high growth rate of 75-80% for three years.
According to the retail chain M.Video"" over the past three years, sales wearable electronics Russia in have maintained high growth rates - 75-80% per year, fashion direction and sports devices serve as market drivers. So, during this period, the Russians acquired 573 thousand in the smartwatch amount of 14.5 billion, rubles M.Video reported on August 21, 2019.
According to the M.Video-Eldorado Group, in the first six months of 2019, Russians purchased about 300 thousand smartwatches for 8 billion rubles, which is 60% more in pieces and 75% in money than a year earlier. Market leaders include Apple, Samsung and Garmin. The demand for watches in M.Video and Eldorado exceeded the average market pace and almost doubled in units and 2.3 times in money.
| | Sales of smartwatches are at least doubled annually, their capabilities and autonomy are growing, and in the context of a growing number of adherents of a healthy and active image, they are becoming a commodity of mass demand. In addition to tracking the baseline, the watch is an important accessory for everyday looks, so expanding the range of models from famous fashion brands has become a logical development of the category. Technological accessories will advantageously complement the image and help you take good care of your health. More than 30 such hours are already available at M.Video, which visitors to retail stores can personally familiarize themselves with and test in the m mobile zones, - said Vladimir Chaika, head of the Mobile Technology department in the M.Video-Eldorado group. | |
Fitness trackers remain the most popular segment among wearable electronics. In the first half of the year, Russians purchased a record one million bracelets worth 2.2 billion rubles, which is 2.5 times more in pieces and 2.4 times more in money than in the same period last year. The average cost of the accessory remained at the level of 2018 and is about 2,000 rubles.
With a 60% market share, the Xiaomi brand remains the leader. The most popular manufacturers also include Jet, Honor, Ritmix and Smarterra. The top 5 best-selling models included two models from Xiaomi - Mi Band 3 and Mi Band 2, two devices from Honor - Band 3 and Band 4 NFC, the fifth line was taken by the Jet Sport FT-4 bracelet.
Every year, fitness trackers receive more and more features, such as sending notifications about messages and calls or contactless payment using NFC. Protection against moisture and dust becomes an important standard, the quality of measurements is improved.
The highest positive dynamics in the category is demonstrated by a highly specialized smartwatch for children and the elderly with the ability to track location, send messages and call emergency assistance using the SOS button. In January-June 2019, 180 thousand such devices were sold on the Russian market in the amount of about 485 million rubles, which exceeded the indicators of the same period last year by 3.4 times in pieces and 2.9 times in money. The average cost of devices is gradually decreasing, and in the first half of the year amounted to 2,700 rubles. The leader among manufacturers was Jet, ahead of Elari and the Button of Life brand.
2018: Russian wearables market up 200%
At the end of 2018 Russia , about 2.5 million wearable devices were sold in for a total of about 17.2 billion. rubles Compared to 2017, growth in physical terms amounted to 200%, in money - 130%. This data was shared TAdviser with Coherent Euroset the combined company "" on February 14, 2019.
The most growing segment was fitness trackers, the share of which in unit terms over the past year increased from 47.5% to 52%. The Russians purchased more than 1.3 million fitness trackers for a total of 2.9 billion rubles.
The category of locators is also in the growth zone, the share of these devices in units increased from 16.6% to 19%. In total, 474 thousand such devices were sold in the amount of 1.3 billion rubles. A decrease in the share from 34.4% to 27.6% was shown by the smartwatch segment, which sold about 690 thousand in the amount of 12.9 billion rubles.
At the end of 2018, the fitness tracker market in pieces grew by 228%, locators - by 243%, smartwatches - by 140%.
| | The leading growth rates of fitness trackers are associated with their low cost in comparison with smartwatches, as well as functionality tailored to the specific needs of the user. If earlier these devices could only measure a person's pulse and the number of steps he took, now they can calculate the amount of calories burned, analyze human sleep. In the case when the user needs a wider functionality than assessing the physical condition of a person, his choice falls on a smartwatch. In addition, we see that sales of locators, in particular, children's ones, are also growing. Such devices help parents at any time to see the location of their child and, if necessary, contact him, - said David Borzilov, vice president of sales at Svyaznoy Euroset. | |
See also
- Wearable Electronics (Global Market)
- Medical Wearable Electronics (Global Market)
- Smart Patches (Global Market)
- Smartwatch (global market)
- Smartwatch (smartwatch)
- Fitness trackers
Notes
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