Europe’s younger generation, known as Generation Z, is driving the trend towards purchasing refurbished devices and opting for repairs instead of buying new smartphones, according to a new study by the Vodafone Institute.
Titled “Refurbished over New: A Second Chance for Smartphones”, the study was conducted by Kantar with the scientific support of the Wuppertal Institute. It surveyed over 5,200 individuals from five European countries – Germany, France, Spain, Sweden, and the United Kingdom.
Although 66% of respondents were aware of refurbished device options, only 30% had actually purchased one. However, the study found that 40% of those surveyed plan to buy their next smartphone refurbished, and 81% of previous buyers intend to continue purchasing refurbished devices.
The study also revealed that Generation Z is leading the shift towards refurbished devices, with 37% of this demographic having already purchased one, compared to only 18% of Baby Boomers. The country comparison showed varying levels of acceptance for refurbished devices, with France leading at 38% and Germany at 25%.
In terms of repair habits, the study found that 33% of Generation Z have had their current smartphone repaired, while only 8% of Baby Boomers have done the same. Additionally, 27% of Spanish smartphone users have had their device repaired, compared to 14% in Germany.
The study also highlighted that a significant number of users hoard their old smartphones, with 51% keeping them either unused or as a backup. Only 8% of these devices are recycled or traded in.
Despite this, the study found that Europeans are supportive of sustainable consumption measures, such as the right to repair, repair bonuses, product passports, and reduced VAT for sustainable products.
Adam Liversage, spokesperson for Vodafone, stated “We are seeing a clear shift towards more sustainable smartphone habits, with younger generations leading the way. This is an encouraging trend and we hope to see more consumers choosing refurbished devices and opting for repairs in the future.”
For further information, please contact Adam Liversage at adam.liversage@vodafone.com or +447801179032.
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