30.6 million headsets worth 62 billion rubles were sold in Russia by the end of 2023; This means a 43% increase in terms of units and 23% in monetary terms compared to 2022. TWS headphones accounted for approximately 60% of all sales. socialbites.ca was informed about this by the press service of MTS.
The main driver of growth in the headphone market continues to be the demand for TWS devices. Thus, their share of all headphone sales in 2023 was 58% in terms of units and 72% in terms of money. In total, from January to December 2023, about 18 million “additions” were sold for a total of 44.7 billion rubles. Compared to 2022, sales increased by 56% in terms of units and 17% in monetary terms.
MTS analysts note that the growing popularity of TWS solutions is associated with the form factor and affordable price that attract buyers. Last year, their average price decreased by 25 percent to 2.5 thousand rubles, while the price of standard headphones increased by 10 percent to 1.4 thousand rubles.
The most popular devices in the TWS segment have been unbranded headphones, mostly offered by new Chinese manufacturers. Last year, their share increased by 17% to 46%. Next comes the Xiaomi brand, whose share decreased from 9% in 2022 to 7% in 2023. Apple closes the top three with a 5% share (8% in 2022).
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