Russia’s portable music player sales surge 38% as users ditch smartphones for buttons and vinyl

In the first half of 2026, demand for portable media players in Russia grew by more than a third year-over-year, according to market analysts. Consumers are increasingly choosing dedicated music devices over all-in-one smartphones, reversing a long-standing trend.

Buying preferences have shifted significantly. Many customers now favor models with physical buttons rather than touchscreens — a return to the classic player design of the 2000s, when such gadgets were purpose-built for music. Analysts note that while smartphones were once seen as universal solutions for nearly every scenario, a growing segment of users now deliberately seeks out separate devices.

The trend extends beyond portable players. Interest in Hi-Fi audio equipment and vinyl turntables for home use is also on the rise. Shoppers increasingly prefer models with built-in storage, while maintaining a preference for the traditional button-based form factor. At the same time, the premium segment is expanding: demand for high-fidelity players and vinyl record players is growing, reflecting a desire among users to achieve a higher-quality and more mindful listening experience.

Experts attribute the shift to a broader cultural move toward intentional consumption, where users prioritize audio quality and tactile interaction over the convenience of a single device. The resurgence of physical media and dedicated hardware suggests that for many, the smartphone is no longer the default choice for music.