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New data published by Vodafone in collaboration with Recommerce and KANTAR shows that 52% of Europeans intend to purchase a refurbished smartphone in the future. The results showed that 43% of Europeans already own a used device (up from 42% last year).
This finding is very interesting because in recent years, device manufacturers have been promoting a circular economy where people trade in their devices and buy refurbished products so that the materials can be reused. The amount customers save by buying refurbished or used items varies widely, but retailers typically try to make their offers more attractive by including things like warranties.
The study, conducted by KANTAR, tracked the sentiment of EU customers in 12 major countries for the first time, including Ireland and Portugal. In Romania and Spain, more than 60% of consumers said they intended to buy a refurbished device. In more established countries like France, research shows that 35% of people have previously purchased a refurbished device.
Augustin Becquet, CEO of Recommerce, commented on the findings:
“We are at the forefront of changing consumer behavior, delivering high-quality refurbished devices that help make a significant impact on the environment. It is a testament to our shared vision for a sustainable future that acts as a catalyst.”
One of the biggest reasons to use these devices is their low cost. 67% of respondents answered this way, which is not surprising given the very high cost of today’s flagship mobile phones.
The second biggest reason for renovating was the environment at 39%. By choosing a refurbished device, customers reduce their carbon footprint as the device does not require new mining of metals or other materials.
Other reasons were warranty security (27%), purchasing a higher-end model (31%), and after-sales service (18%).
Have you purchased a refurbished device? How was it?
Source: Vodafone
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