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Global Media Intelligence 2021: Russia

Noteworthy in 2021

Smartphone ownership is still inching up in Russia, while PCs and tablets are losing fans.

  • The gap between smartphone and PC ownership has continued to widen. More than 95% of internet users ages 16 to 64 polled had a smartphone in H1 2021, while PC penetration dropped from 87.4% to 79.7% year over year (YoY).
  • During the same period, tablet ownership declined from 37.8% to just under 32%. Apparently many internet users no longer see a tablet as an aspirational device; in every demographic, the share owning a tablet had fallen significantly. That said, 45.5% of respondents in high-income households still owned a tablet.
  • One-fifth of internet users in Russia owned a feature phone in H1 2021. Penetration is increasingly concentrated among the oldest cohort, ages 55 to 64; in that group, more than 29% had a fairly basic handset.
  • As in 2019 and 2020, about 31% of respondents had a smart TV. In lower-income homes, penetration was closer to 22%, but in more affluent households, ownership was 44.9%.
  • As these figures suggest, many advanced digital devices still have little market presence in Russia, and adoption is slow. For example, smartwatch penetration climbed from 7.5% to 9.3% this year, and 14.3% of respondents had a smart wristband. Barely 1 in 10 owned a game console. And just 3.6% owned a smart home device, such as a home security system that could be managed via a mobile app.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Magenta Fox
Senior Chart Editor
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Ali Young
Research Editor
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