Analysts of the MTS operator shared interesting statistics on the entire headphone market in Russia in the first half of 2021. Apple became the market leader in wireless devices in monetary terms with 40% market share.
According to MTS statistics, in January-June, Russians bought more than 5.2 million wireless headphones for 22 billion rubles. Sales of wireless models grew by 41% in unit terms and by 42% in monetary terms. The average cost of audio devices remained at the level of the previous year – 4,200 rubles.
For the first time, wired models lost the lead in the number of purchased devices – in the first half of 2021, their share in the Russian headphone market was 47%, and sales fell by 18%. At the same time, unit sales of wireless headsets increased by 41%.
Apple took 40% of the Russian wireless headphone market in monetary terms. The most popular models are Airpods 2 with charging case and Airpods Pro. Their number increased by 34% and 125%, respectively. The second place in terms of sales was taken by JBL with a 14% share, followed by Samsung with 13%, Xiaomi with 6%, Sony and Huawei with 4% each.
JBL is in the lead in piece terms. The company took 20% of the Russian wireless headphone market. The top three included Xiaomi – 14% and Apple – 11%. Samsung is in fourth place with 5%, Honor is in fifth with 4%, and Huawei is in sixth with 2%.
The most popular model is Xiaomi Mi True Wireless Earbuds Basic 2. These are one of the cheapest headphones on the market with an average cost of about 1600 rubles. In second place in popularity are Airpods 2, in third – Airpods Pro. Also in the top five were Honor Choice and JBL Tune 225 TWS.
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