Wired headphones are losing popularity among Nizhny Novgorod residents

Analysts of MegaFon found that the nostalgic trend for wired headphones has passed: in the whole country for the first nine months of 2026, their share in sales through the online store and the combined retail network of MegaFon and Yota decreased from 30% to 18%.

In the Nizhny Novgorod region, the demand for wired headphones fell by 32%. At the same time, wireless models continue to strengthen the position of Nizhny Novgorod buyers - they added almost 10%. The most popular format remains (TWS) headphones – they accounted for 69% of sales against 60% a year earlier.

Over the year, buyers have new favorites among brands. The top 10 best selling headphone brands in 2026 included Stellarway, Honor, Realme, Huawei, Tecno, Apple, Samsung, Xiaomi, Philips and JBL. At the same time, the list of leaders has changed significantly: Realme rose from sixth to third place, increasing sales by 90%, Huawei from fifth to fourth, and Tecno from eighth to fifth, increasing sales by 83%. Apple took sixth place against eighth a year earlier.

Wired headphones have really experienced a return of interest, but now this trend, judging by the structure of sales, is gradually weakening. Customers again prefer wireless models, and we regularly expand the range and accompany them with special offers. So our customers can choose the right headphones for their tasks and budget, said Vadim Zimin, Director of Strategy and Sales Development at MegaFon.