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Average lifespan of a smartphone in Russia, place of purchase, use with other devices connected to the cellular network

June 2019

Analytical Report (full version)

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Analytical Report (full version)

Average lifespan of a smartphone in Russia, place of purchase, use with other devices connected to the cellular network
Average lifespan of a smartphone in Russia, place of purchase, use with other devices connected to the cellular network
June 2019

Average lifespan of a smartphone in Russia, place of purchase, use with other devices connected to the cellular network

June 2019

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Currently, the smartphone is the main personal device that serves the consumer not only for communication, but also for a wide range of other tasks, sometimes replacing other digital devices such as PC, TV, game console, etc. Due to its constant use in everyday life and a wide range of tasks users have quite high requirements to the devices and these requirements only increase over time. This is one of the main driving forces of the smartphone market, which stimulates purchases of new smartphones instead of outdated ones. Other significant factors affecting this market are the wear of the main functional parts of the smartphone, as well as the emergence of new features and fashion-related factors.

 

J’son & Partners Consulting presents brief results of a study devoted to the smartphone lifespan and plans to replace the smartphone with a new one in Russia. In this quantitative survey, respondents were asked how many smartphones they use at the same time, where and when they purchased the smartphone they are currently using, and what price category it belongs to. In addition, they were asked when and where they were going to buy their next smartphone.

 

Data on the smartphone lifespan were also analyzed in terms of the respondents’ gender and age, as well as their place of residence, and other socio-demographic characteristics.

 

As expected, Moscow and St. Petersburg became the most smartphone-saturated regions, their results are 0.97 and 0.96 smartphone per capita, respectively, and the least intense was the North-Caucasian Federal district (0.74 smartphone per capita).

 

When analyzing the cost of smartphones in possession, it was found that 80% of the smartphones used are in the price range from 7 to 30 thousand rubles (Pic.1). At the same time, the study by J'son & Partners Consulting confirmed that women in general own more expensive smartphones, especially in the age group of 18-25 years.

 

In the analysis of data on the acquisition of smartphones the authors analyzed both the acquisitive prescription of a smartphone and the place of purchase. Thus, in particular, about 2% of the existing fleet of smartphones were purchased not in an official retail outlet, they were bought privately. More than one third of the respondents bought a smartphone in an online store (Russian or foreign).

 

Quite interesting were the analysis results in terms of the places of purchase, depending on the owner’s income level. It turned out that there is a stable correlation between the income and the share of customers who purchased a smartphone in the manufacturer's showroom and at the point of retail, not owned by the mobile carrier. The share of respondents who bought a smartphone in the showroom, is growing with the growth of income, and on the contrary, the share of those who bought it at the point of cellular retail is falling.

 

 

Based on the data obtained, analysts of J’son & Partners Consulting created a model of the Russian smartphone park, which allowed to calculate two important characteristics — its volume and the average service life of the smartphone. For analyzing the average service life of the smartphone the authors also took such figures as the gender and age of the owner, place of residence and price category of the smartphone. It turned out that in general, the smartphone lifespan does not show significant deviations from the average value associated with these parameters. The lifespan difference is bigger in the breakdown of Federal districts, the settlement size and gender of the owner, and it is smaller in terms of the owner’s age and price range of the smartphone.

 

According to the calculations by J'son & Partners Consulting, the volume of the Russian smartphone market in 2018 amounted to 122.9 million units.

 

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This information note was prepared by the J'son & Partners Consulting. We work hard to provide factual and prognostic data that fully reflect the situation and available at the time of release. J'son & Partners Consulting reserves the right to revise the data after publication of new official information by individual players. 

 

Copyright © 2019, J'son & Partners Consulting. The media can use the text, graphics, and data contained in this market review only using a link to the source of information - J'son & Partners Consulting or with an active link to the JSON.TV portal

 

™ J'son & Partners [registered trademark] 

 

Detailed results of the study are presented in the full version of the report:

 

«Average lifespan of a smartphone in Russia, place of purchase, use with other devices connected to the cellular network»

 

Contents

  1. Methodology of the research
  2. Smartphone ownership

2.1.Smartphone ownership structure by subscribers of Russian mobile cellular networks

2.1.1.   Smartphone ownership structure by subscribers in terms of the number of smartphones used

2.1.2.   Smartphone ownership structure in terms of the subjects of the Russian Federation

2.1.3.   Smartphone ownership structure in terms of the size of the settlement

2.1.4.   Smartphone ownership structure in terms of the socio-demographic characteristics of subscribers

2.1.5.   Assessment of the share of smartphones with one or more SIM cards in ownership

2.2.Smartphone park structure in terms of pricing

2.3.Assessment of the smartphone park in the Russian Federation based on the results of the study

  1. Purchase of smartphones

3.1.Smartphone park structure by place of purchase

3.1.1.   Structure by subjects of the Russian Federation

3.1.2.   Structure by size of the settlement

3.1.3.   Structure by socio-demographic characteristics of subscribers

  1. Plans to replace the smartphone with a new one

4.1.Expected terms of replacement of the current smartphone with a new one by subjects of the Russian Federation, size of the settlement, socio-demographic characteristics of subscribers

  1. Calculation of the average smartphone lifespan based on the results of the study, its dependence on various factors
  2. Findings