In 2023, Xiaomi smartphones became the most common smartphones in the MTS network, accounting for 243%, thus overtaking Samsung, whose share fell to 227%。While Samsung was previously in the lead, Xiaomi has taken the lead thanks to aggressive marketing policies and a diverse lineup. Despite the overall decline in iPhone sales in Russia, the share of Apple smartphones among users continues to grow, reaching 223%。
Chinese brands Realme, Tecno and Infinix also saw significant growth, doubling their market share to 112%。In the networks of other operators such as Megafon and Beeline, Xiaomi also occupies a leading position, while Samsung and Apple remain very popular, despite a slight decrease in share.
Among Russian operators, MTS has the largest user base of 80 million people. In 2023, 30.7 million smartphones were sold in Russia, an increase of 26% over the previous year, with a total value of 681 billion rubles.
User loyalty to the brand was also noted: 59% of iPhone users who upgraded their smartphones opted for a new Apple model, indicating a high level of brand loyalty. Samsung and Xiaomi have lower loyalty, at 49% and 36%, respectively.