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share of counterfeits and consumer behavior
2020
In 2019, amid slumping smartphone sales, Russian retailers noticed a 'compensatory' growth in the sale of accessories: instead of upgrading their gadgets, consumers decided to increase their functionality through additional devices.

Smartphone accessories have traditionally sold in larger quantities than the gadgets themselves. For every third smartphone, consumers purchase a charger or a case.
In addition to that, Russia is following global trends in expanding its market of used smartphones. As per Avito statistics, in 2019 Russians purchased twelve percent more second-hand smartphones than in 2018, which, in turn, stimulated a demand for accessories, including for mobile devices.

As purchases of mobile phone accessories are typically spontaneous, consumers often choose inexpensive models or obscure brands.
This survey focuses on chargers from the five most popular smartphone brands in Russia, accounting for over 80 percent of total charger sales by unit and over 90 percent of the total market by value. The data was collected and analyzed using the following methods: survey, test purchasing and 'mystery shopping.'
2. Mystery shoppers and test purchases
Test purchases were made in 3,000 shopping malls in more than 40 Russian cities. Depending on a particular mall's square footage, it can accommodate from one to twenty various retail kiosks. Our earlier research shows that the value of fake goods sold through such kiosks exceeds RUB 25 billion a year.
1. Survey
The data was collected in an online survey of adult Russian consumers aged 18 to 55 and residing in cities with a population of 100,000 people or more. The sample size was 1,000 interviews. The data was collected in March 2020.
Fake phone chargers are mostly sold in brick-and-mortar shops. The reason may be that purchases of this and other types of mobile device accessories are normally spontaneous, so consumers often choose inexpensive products of little known brands.

Distribution of counterfeits by sales channel,

% of total sales

Distribution of purchased chargers by price,

% of total sales
Brick-and-mortar stores goods
Online stores
55%
22%
12%
11%
<RUB 500
RUB 501 – 1,000
RUB 1,001 – 1,500
>RUB 1,500
70%
30%
The price of counterfeit chargers is two to three times lower than that of originals, which can be another factor that influences consumers' purchasing decisions.

Average price of a phone charger

Defects of counterfeit chargers,
% of purchased counterfeit chargers
Authentic items
Fakes
40%
10%
₽900
₽350
Of all devices in the test purchases, 40 percent were revealed to have defects in operation and another 10 percent quickly stopped working.
Takes too long to charge or completely fails to charge
Quickly breaks down
Sixty-eight percent of consumers do not purchase more than one new charger a year. In almost half of the cases, the new charger is needed to replace the previous one that has gone out of order.
Annual frequency of purchases of phone chargers,
% of consumers buying phone
Reasons for buying a new charger,
% of total consumers
One device
Two devices
47%
23%
21%
6%
The old device is out of order
An additional charger is needed at home
An additional charger is needed at work
An additional charger is needed for the car
chargers
3%
Three or more devices
Other reasons
68%
10%
22%
Designer
Anna Ilyina