Mobile phones are immensely popular in Russia. There will be 185.9 million mobile phone subscriptions in the country by the end of 2011, a number 34% higher than the total population, according to estimates by eMarketer.

The figure was higher according to a study by Advanced Communications & Media (AC&M), finding that, with 225.2 million mobile phone subscriptions in September 2011, there were approximately 1.5 valid SIM cards for every person in Russia.

But higher-end smartphones like the iPhone 4S may be a long way off for the average consumer in Russia. The majority of users are still connecting via older, 2G networks, according to Informa Telecoms & Media. In Q2 2011, the firm estimated 15 million 3G subscriptions in the country, a total penetration of 7%. Even with low 3G penetration, users are eager to access advanced mobile content. eMarketer projects 29 million mobile internet users in the country by December 2011.

In August 2011, the Public Opinion Foundation (FOM) in Russia found that home internet access grew by 10%, but since household broadband penetration remained flat, they attributed the increase to mobile internet usage. A total of 21.2 million people, or 17% of the population, accessed the mobile web at least once per month. Demographic breakdowns revealed that younger consumers were driving mobile internet uptake; respondents ages 12 to 17 and ages 18 to 24 accessed the mobile web at rates of 51% and 45%, respectively. 

Internet users and mobile internet users in Russia, by age, July-August 2011 (% of respondents in each group):
- 12-17: 86% (internet users) / 51% (mobile internet users)
- 18-24: 84% / 45%
- 25-34: 72% / 26%
- 35-44: 57% / 12%
- 45-54: 34% / 5%
- 55+: 10% / 1%

Smartphone penetration rates remain low, estimated at 11% by FOM, but it's only a matter of time before middle-class and younger users demand more engaging mobile content.