Demand for Russian computing equipment grew by 81%
By ForGeeks Analysts of the online marketing academy MAED (part of the educational holding Ultimate Education) have recorded a significant increase in interest in Russian computing equipment. According to the study, conducted by the method of marketing analysis and audience surveys, demand for products of domestic manufacturers increased by 81% compared to last year.
Demand for products of domestic manufacturers increased by 81% compared to last year.
Why Russians have become more likely to buy domestic devices
According to experts MAED, such a sharp rise in the popularity of Russian brands is due to several key factors:
- increased advertising campaigns – active promotion of products makes them more recognizable;
- Presence in retail stores – availability of devices creates a sense of reliability among consumers;
- Growing trust in local manufacturers – positive image of companies influences purchasing decisions;
These factors together strengthen the attractiveness of Russian devices and contribute to the expansion of their market share.
Leaders among Russian manufacturers
The most notable growth in interest was recorded for the following brands:
- Fplus (IT holding Fplus)
- NEMIFIST (Aquarius Group)
- Kvadra (YADRO group of companies)
- ICL-OSiO (ICL group of companies)
- iRU (Merlion group of companies)
Which devices are bought most often
The distribution of demand by categories of Russian computing equipment is as follows:
- Notebooks – 37%
- Personal Computers – 31%
- Tablets – 17%
- Peripherals – 9%
- Mobile phones – 6%
What influences market development
General Director of the Consortium “Computing Technology” Svetlana Legostayeva notes that the growing demand for Russian brands’ products is largely due to active marketing support. Companies are investing in the recognition of their brands, including through participation in major sports projects.
“Manufacturers are actively collaborating with various initiatives. For example, Fplus supports the “League of Heroes” project, and iRU cooperates with Cup of the season 2025 rally. The brands are also doing extensive work on social media. However, for further strengthening of positions in the market, state support of domestic computing equipment is necessary,” Legostayeva emphasized.
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Predictions: what’s next for the market
According to Ivan Paikov, deputy general director for development of own brands Fplus, the Russian notebook segment is demonstrating steady growth.
“The share of domestic laptops increased from 8% in 2023 to 12-15% in 2024. This is driven by the expansion of the product range: many companies have started to produce devices not only for B2B segment but also for private customers. In 2025, we expect this trend to continue, and sales of laptops from Russian brands will grow up to 18-20%. This will be facilitated by the development of local production, warranty service and expansion of service support.
We see great potential in the middle and premium segments, where the share of Russian brands is still small. However, there are also restraining factors: on the one hand, macroeconomic instability, on the other hand – high activity of Asian manufacturers. Nevertheless, if domestic companies can overcome these challenges, they will strengthen their positions and increase their competitiveness,” Paikov said.
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Total
The growth in demand by 81% confirms that Russian manufacturers of computing equipment are strengthening their position in the market. Active marketing campaigns, increased availability of devices, and increased trust in domestic brands are forming a positive trend that analysts predict will continue into 2025.
Active marketing campaigns, increased availability of devices, and increased trust in domestic brands are forming a positive trend that analysts predict will continue into 2025.
