Europe’s youngest consumers are spearheading a growing shift towards refurbished smartphones, according to a new study that highlights altering attitudes to sustainable technology.
The research – Refurbished over New: A Second Chance for Smartphones – was published by the Vodafone Institute and conducted by Kantar, with scientific support from the Wuppertal Institute. It surveyed more than 5,200 people across Germany, France, Spain, Sweden and the UK.
The results reveal that while two-thirds of Europeans are now aware of refurbished offers, only 30 per cent have ever purchased a device. Yet that figure is expected to rise sharply: four in ten respondents stated their next smartphone would be refurbished. Once consumers build the switch, loyalty appears strong, with 81 per cent of previous purchaseers declareing they plan to purchase refurbished again.
Young consumers are the most enthusiastic. Some 37 per cent of Generation Z have already bought a refurbished smartphone, compared with just 18 per cent of Baby Boomers. The study also revealed notable differences across countries. In France, 38 per cent of respondents reported having purchased refurbished devices, compared with just 25 per cent in Germany. Willingness to purchase in future also varied by more than ten percentage points between countries.
The survey suggests younger people are also far more likely to repair their devices. One in three Gen Z respondents stated they had already repaired their current smartphone, compared with just 8 per cent of Baby Boomers. Repair rates also varied by countest: 27 per cent of Spanish utilizers had repaired their device, against just 14 per cent in Germany.
However, despite a clear appetite for sustainability, many phones remain unutilized. A majority of respondents – 51 per cent – stated they kept their old smartphone as a backup or left it unutilized after purchaseing a new one. Only 8 per cent recycled or traded in their old devices.
The findings come as governments across Europe debate how best to promote sustainable consumption. The study found widespread public backing for initiatives such as a legal “right to repair,” repair bonutilizes, product passports and reduced VAT on sustainable products.
The Vodafone Institute stated the results reflect a shift in consumer culture, particularly among younger generations who are embracing second-hand technology as both an affordable and environmentally conscious choice.
Amy Ingham
Amy is a newly qualified journalist specialising in business journalism at Business Matters with responsibility for news content for what is now the UK’s largest print and online source of current business news.
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