British refurbisher Reboxed aims to save 100 Million devices from landfills by 2030

Apple dominates, but competitors gain ground

Unsurprisingly, Reboxed's data reveals that Apple continues to dominate the British secondary smartphone market. In 2023, an overwhelming 91% of all smartphones sold on their platform were Apple iPhones, with Samsung accounting for just 8%. However, 2024 has seen a notable shift: while Apple remains the leader with 67% of sales, Samsung's share has surged to 15%. Other brands have also seen significant growth, rising from a mere 1% in 2023 to 18% in the first half of 2024. Despite this diversification, the top five best-selling devices are still all Apple iPhones.

Price and sustainability drive consumer choices

The report highlights that British consumers are primarily motivated to purchase used smartphones due to their more favorable price, cited by 46.6% of respondents. Sustainability is the second most common reason, with 30.7% of consumers choosing pre-owned devices to make a more environmentally friendly choice. When it comes to trading in smartphones, the leading motivations are decluttering (72%) and earning extra money (61%).

Evolving preferences in device cosmetic conditions

In 2023, nearly half (48%) of the smartphones sold on Reboxed were in "cosmetic premium" (Grade A) condition, showing only minor signs of use. Grade B devices accounted for 37% of sales, while Grade C made up the remaining 15%. Responding to customer demand, Reboxed introduced a new "Like New" cosmetic grade in 2024, though it has captured only 11% of the market so far. Interestingly, Grade B devices have increased to 40%, indicating that while customers remain price-conscious, they still value higher cosmetic quality.