Russians have become more interested in smartphones in gold color – demand for them increased by 150% in January-June this year compared to the same period in 2023. At the same time, traditional shades remain the leading colors: black and blue. But the pink color has gained popularity in the category of smartphone cases. This is evidenced by sales data from the combined retail network of MegaFon and Yota.
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Smartphones in gold color are gaining popularity. In the first half of this year, 2.5 times more devices in this color were purchased in the combined retail network of MegaFon and Yota. It is followed by white: such smartphones began to be purchased 1.2 times more often than in January-June 2023.
In general, Russians remain committed to more practical colors. Black has traditionally become the most popular color of smartphones: it accounted for more than 51% of gadgets sold. They are followed by blue (18%) and green (10%). But gray smartphones are losing popularity: they were purchased in January-June 2024 56% less often than in the same period last year. On the contrary, they prefer to buy tablets in gray (but if for children, then in blue), and headphones are more popular in white – every second buyer chooses them.
Pink color made it into the top three in two product categories at once: smart watches and children's tablets. Thus, smart watches in pink are chosen by 9% of buyers, children's smart watches – 27%, and children's tablets – 29%.
Among smartphone cases, bright colors prevailed in terms of demand dynamics. Pink color became the leader in growth: in January-June 2024, accessories in this color were purchased 5.2 times more often than in the first half of 2023. Next in growth are purple, white and green covers. However, the majority of smartphone owners prefer not to hide their favorite color of the device and choose transparent cases – 44% of buyers did this.
The black color of smartphones is a leader not only among Russians, but throughout the world. However, from time to time there come periods of triumph for seemingly unpopular colors. This happened with the iPhone 14 Pro and 14 Pro Max, presented in 2022: the purple models instantly became sales leaders in the United States. According to a study by CIRP (Consumer Intelligence Research Partners), on the eve of the New Year holidays in December of the same year, purple iPhone 14 Pro and 14 Pro Max were chosen by 42% of buyers. The share of gold then accounted for 24%, black took only 3rd place with 23%.
The trend towards the purple color of these models can also be seen in MegaFon’s sales in the first half of 2023: 58% of iPhone 14 Pro and 14 Pro Max smartphones sold were purple, while 24% were black. But in the same period of this year, the black color regained its position, and two-thirds of the iPhone 14 Pro and 14 Pro Max sold were again in black.
