New Study Reveals Europe’s Generation Z Leading the Shift Towards Refurbished and Repaired Smartphones
A recent study by the Vodafone Institute has found that Europe’s Generation Z is the driving force behind the increasing trend of purchasing refurbished devices and having smartphones repaired. The study, titled ‘Refurbished over New: A Second Chance for Smartphones’, was conducted by Kantar with scientific support from the Wuppertal Institute. It surveyed more than 5,200 individuals across five European countries – Germany, France, Spain, Sweden, and the United Kingdom.
According to the study, while two-thirds of Europeans are aware of offers for refurbished devices, only 30% have actually purchased one. However, there is a growing interest in refurbished devices, with 40% of respondents planning to buy their next smartphone refurbished. Furthermore, once individuals choose to purchase a refurbished device, they are likely to continue doing so, as 81% of previous buyers plan to buy refurbished devices again.
The study also revealed that Generation Z, the youngest group surveyed, is leading the way with 37% having already purchased a refurbished smartphone. This is in contrast to only 18% of Baby Boomers who have done the same. The study also found that there are differences in purchasing behavior across countries, with 38% of people in France having already bought a refurbished smartphone compared to only 25% in Germany. Additionally, willingness to buy refurbished devices in the future varies by more than 10 percentage points across countries.
In terms of smartphone repair, the study found that there is a divide in behavior between generations, with 33% of Generation Z having had their current smartphone repaired compared to only 8% of Baby Boomers. There are also differences across countries, with 27% of Spanish smartphone users having had their device repaired compared to 14% in Germany.
The study also revealed that many users hoard their old smartphones, with 51% keeping them after purchasing a new one, either unused or as a backup. Only 8% of these devices are recycled or traded in. However, the study also found that Europeans support measures for sustainable consumption, such as the right to repair, repair bonuses, product passports, and reduced VAT for sustainable products.
Adam Liversage, spokesperson for Vodafone, commented on the study’s findings, saying, “The results of this study show that there is a growing interest among Europeans, especially Generation Z, in purchasing refurbished devices and having their smartphones repaired. This not only benefits the environment by reducing electronic waste but also offers a more affordable option for consumers.”
For further information, please contact:
Adam Liversage
Vodafone Institute
adam.liversage@vodafone.com
+447801179032
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.