POIZON (DEVU) analyzed sales data in Russia during the back-to-school season. Wireless headphones dominated the market, accounting for 56.4% of units sold. Smart glasses with AI and audio features captured 5.4% of unit sales, while fitness trackers, smartwatches, and tablets followed with 4.6%, 3.9%, and 3.6% respectively.
Xiaomi led in unit sales with a 44.1% share, followed by Apple at 12.8% and Honor at 4.6%. Although Apple ranked second in volume, it secured the top position in revenue with a 35.5% share. Tablets, while representing only 3.6% of units, contributed 16.3% to total revenue.
The market showed a distinct price polarization. Products priced between 1,000 ₽ and 4,000 ₽ accounted for 47.2% of orders. Conversely, devices costing over 12,000 ₽ generated 73.4% of total revenue, with 40.7% coming from the 12,000 ₽ to 40,000 ₽ segment and 32.7% from items exceeding 40,000 ₽.
Xiaomi AI Smart Glasses emerged as a top-five individual model, capturing 3.8% of unit sales. This performance highlights growing consumer interest in AI-integrated hardware. Additionally, smartphone accessories, including branded collaborations, accounted for 22.9% of total orders during the period.
