Vodafone Retail Analytics: the smartphone market in Ukraine
Vodafone Retail first introduced the analytical report of the smartphone market in Ukraine. In a report based on data of sales in own retail network, as well as big data Analytics database network Vodafone.
«Vodafone Retail only 1.5 years. During this time we came in the top 3 of the largest mobile retailers in Ukraine. We are one of the few fully «white» players in this market. All the gadgets and accessories that are sold in our stores – supply of legal contracts with vendors and employees of the company receive an official salary. While Vodafone Retail competes on price with other retailers. We are ready to form a civilized market in Ukraine. One of the steps in this direction – the ability to predict the market development based on their own intelligence. We invite colleagues in the market to join this initiative. Sure that you will be able to make the retail market more transparent and thus attractive to suppliers. Everyone will benefit from it and, above all, our Ukrainian customers» – commented the publication of the report Denis Pozdnyakov, Director of Vodafone Retail.
According to the company, the driver of the sales growth in the 2nd quarter of 2019 year were Asian brands, whose share rose to 85.2%. Among them, China is the undisputed leader of sales in number and the list of brands in terms of sales in monetary terms the country shares the lead with South Korea.
When choosing your Ukrainians pay attention to the presence of 4G and big screen. At the same time, NFC technology is not the primary trigger for the selection of mobile – half of all sold smartphones support NFC. Every quarter, the growing share of smartphones with a screen more than 6 inches. According to the results of the 2nd quarter 57% of all new purchases were smartphones with a screen size of 6+. Still, most sold smartphones (99,6%) are devices with 2 SIM cards. While there has been a trend of migration to one active SIM card in the smartphone.
Almost all new smartphones (98%) are willing to work in LTE networks. Renewal of smart phones has become one of the main drivers of growth in the penetration of 4G smartphones on the network Vodafone. In the 2nd quarter of 2019, the proportion of 4G smartphones on the network of Vodafone reached 43%. Another driver to purchase 4G smartphones has been a rapid expansion of 4G coverage. So, the Vodafone network today, there are more than 62% of Ukrainians.
The Ukrainians were rather conservative when choosing a new smartphone. Most smartphone customers are choosing the new model from the same manufacturer. Remain the most loyal smartphone users Apple – 71,39% of the users of this brand are changing their old phones for the new iPhones, Xiaomi (of 54.06%) and Samsung (50,16%). And only owners of Nokia as a new phone is often changing the brand Xiaomi (of 30.15%), Samsung (of 22.09%) and Huawei (11, and 85%).
But the owners of Nokia less likely to change their phones to new. The device produced by Nokia «lives» in 3 years. Almost 2 years use bought tubes iPhone and Samsung. Often changing tube fans Chinese brands – their owners buy a new smartphone through 15-16 months.
Vodafone Retail analysts note regional peculiarities of the Ukrainian market of smartphones. So, consistently differ Samsung fans in the Transcarpathian, Kirovohrad, Poltava, Kharkiv, Kherson regions and the inhabitants of Donetsk and Khmelnytsky regions invariably choose Xiaomi.
Men are more likely to change the program than women. People with low and middle incomes are more likely to buy new smartphone than their wealthy compatriots. Favorite color smartphone in Ukraine – black (44,4%), followed by blue (22,9%), black (11.0%) and gold (8.2 percent) smartphones.
Ukrainians often leave the store Vodafone not only with smartphones. Every third smartphone to buy more memory card, every 18 mobile – fitness bracelet. Buyers rarely choose original gadgets to a new smartphone, give more preference to brand, functionality, price, etc. the Only exception is Xiaomi smartphones, the purchase of which is often accompanied by acquisition of the fitness bracelet of the same manufacturer.
Fitness wristbands because of their prices and variety dominate in sales over smart watches. The leader of sales among wrist gadgets – Xiaomi. Also worth noting is the increase in the share of sales of children’s smart watches Elari.
Wrist gadgets are the most popular among residents of Kyiv and Kharkiv regions.
Another emerging trend is the growing penetration of insurance in check to smartphones. If in the 4th quarter of 2018 every 8th smartphone in Vodafone Retail were sold with insurance in the second quarter of 2019 every 3rd buyer to insure their new gadget.
TOP 5 brands by number of sold smartphones in the Vodafone Retail network in the 1st half of 2019:
Vodafone Retail is a subsidiary of Vodafone Ukraine. The Vodafone Retail network currently has over 240 stores in over 70 cities. The company employs more than 1,500 employees. The first store was opened in February 2018.