Russians Attempt Using Tablets
Record Growth in Russia's Tablet Market in First Half of 2025
According to a press release received by Gazeta.Ru, the Russian tablet market experienced a significant surge in growth during the first half of 2025. This growth can be attributed to several factors, including increased demand for replacing old devices, growing trust in online stores and marketplaces, and the rise of domestic brands that offer availability and reliable service.
One of the key drivers of this growth was the replacement demand for outdated tablets and laptops. As technology continues to evolve, consumers are looking to upgrade their devices to take advantage of the latest features. This trend, known as the tech refresh cycle, was particularly noticeable in the wake of the pandemic years.
Another factor contributing to the growth of the tablet market was the increased trust and activity in online retail channels and marketplaces. As more consumers turn to online shopping, the tablet market has benefited from this shift. Domestic manufacturers have also capitalized on this trend by addressing availability and after-sales service issues, helping to drive market expansion.
Effective marketing campaigns, including promotions and cashback offers, also played a significant role in boosting sales. In the first half of 2025, HUAWEI topped the ranking with a 17% share, overtaking Apple (16.5%) and Samsung (16%). Xiaomi took the fourth position with a 15% share in terms of monetary value, while a group of lesser-known Chinese brands overtook Apple with a 11% share.
In monetary terms, the expansion of the budget segment's assortment played a significant role in the growth of tablet sales. Devices priced between 8 and 13 thousand rubles showed the highest dynamics, with their market share increasing by 5%. The average tablet price in Russia decreased by 3% to 19.2 thousand rubles.
This growth marks the highest number of tablet sales in Russia since 2018, with 1.368 million tablets sold in the first half of 2025, marking a 3.4% increase from the same period in the previous year. The shift in market share was significant, with HUAWEI, Apple, and Samsung accounting for more than half of the market.
Globally, tablets have entered new applications beyond personal use, such as education, healthcare, and retail, supported by falling prices and enhanced features like AI-driven functionalities (facial recognition, voice assistants, battery optimization), which make tablets more attractive to consumers and businesses alike.
In conclusion, the record growth in Russia's tablet market in early 2025 can be attributed to the replacement demand for outdated tablets and laptops, increased trust and activity in online retail channels and marketplaces, domestic brands gaining significant market share due to availability and service advantages, effective marketing campaigns, and the global trend of tablets evolving with better features and AI capabilities, broadening their use cases.
The growth in Russia's tablet market was driven not only by the replacement demand for aged technology devices but also by the rising trust and activity in online retail platforms. Additionally, effective marketing strategies such as promotions and cashback offers, coupled with the enhancements in technology and AI capabilities of tablets, have contributed to the broadening of their use cases beyond personal use.
