According to recent data from Counterpoint Research, US smartphone users are twice as likely to trade-in, exchange, or sell their old device compared to European users. This growing discrepancy has significant implications for the secondary mobile market in Europe, where the supply of pre-owned devices remains limited.
Europe’s fragmented telecom landscape
Unlike the US, which functions as a single market with just three national mobile operators, Europe consists of 44 countries, each typically served by at least three operators. This fragmented structure complicates trade-in schemes, creating logistical and regulatory challenges that hinder efficient device collection.
Old smartphones remain unused
The study found that many European users simply keep their previous Apple iPhone or Android device as a backup or let it sit idle. In contrast, the dominant habit in the US is to trade-in the old device, supporting a healthy and growing resale ecosystem.
Trade-in pricing lacks consistency
A recent survey by SecondaryMarket.news revealed wild price discrepancies in European trade-in offers for the same device, ranging from € 0 to over € 200. In many cases, the actual payout, after sending device in for processing, was lower than the quoted value, leading to frustration among consumers and undermining trust in the process.
Improving the user experience is key
We feel that in order to unlock Europe’s trade-in potential, the industry must improve in three key areas: instant payout, a seamless and integrated user interface, and offering competitive trade-in value. With market transparency increasing, players that fall short will struggle to remain competitive.
A call to action for industry
For Europe to catch up with the US in trade-in adoption, standardisation, fair pricing, and frictionless digital processes are crucial. Without improvement, the region risks continued underperformance in the circular device economy.
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