Consumer trends show stabilising refurbished smartphone adoption in the UK in 2025

Marketplace channels gain momentum

Telecom stores continue to hold the largest share of sales, but the rise of multi-channel retailers and online marketplaces shows a significant shift in consumer behaviour. Retailers like Currys, John Lewis, and Argos now represent 19.7% of the market, while online-only retailers and marketplaces such as Amazon, eBay, Back Market, and musicMagpie account for 15.3% of total sales and an impressive 46.1% of all refurbished sales. Direct manufacturer stores, by contrast, saw a slight decline to 20.4%, with Apple maintaining a stronger direct channel presence than Samsung.

Refurb market driven by quality

The 15.4% refurbished market share hides deeper segmentation. Nearly two-thirds (63%) of refurb buyers chose devices in pristine, excellent, or certified refurbished condition, while only 4.5% accepted fair or lower-quality phones. The price distribution supports this trend: 63% of refurb buyers spent under € 400, while 21% paid € 400 or more, overlapping with mid-range new devices. This split reveals two distinct buyer groups: price-sensitive consumers looking for affordable quality and value-driven buyers choosing top-condition refurbs for environmental reasons or ecosystem loyalty.

Apple leads the refurbished market

Apple continues to outperform all competitors in the refurbished segment. Of all Apple buyers surveyed, 20.2% opted for refurbished devices compared to only 11.9% among Samsung users. This gives Apple a commanding 56.5% share of the total refurb market. While Apple buyers appear willing to accept slightly lower condition grades, nearly 29% paid € 400 or more for their refurbished Apple iPhone, reflecting the strong residual value of Apple products and brand-driven willingness to pay a premium. Samsung’s frequent promotional pricing and lower resale values, meanwhile, limit its potential to scale a profitable refurb ecosystem.

Longer device lifecycles confirmed

The survey also confirms that consumers are holding on to their phones longer. Over half (51.5%) of respondents now replace their devices every three to four years, and nearly a quarter (23.9%) keep them for five years or more. Only 17% upgrade within two years, down from previous years. Among refurbished device buyers, 26% keep their phones for over five years, underscoring how refurbished adoption supports lifecycle extension. These trends align with the market contraction thesis: if ownership cycles continue to extend, the total new device market could shrink by roughly 8%, shifting value toward refurbishment, repair, and trade-in services.

Sustainability continues to influence buyers                    

Sustainability remains a key motivation for refurbished purchases. Among consumers who said environmental factors strongly influence their buying decisions, 34% opted for refurbished devices, compared to only 11–12% among those less influenced by sustainability. Younger consumers, especially in the 18–24 age group, remain the most active refurb adopters at 25.5%, reflecting both budget considerations and growing environmental awareness.

Conclusion

The 2025 survey confirms structural stability in refurbished adoption and a maturing secondary market driven by quality and sustainability. Apple’s dominance and the ongoing shift to online marketplaces signal where future growth will consolidate. With consumers extending ownership cycles and the refurbished share stabilising, the industry faces a clear imperative: capture mid-life value through repair, trade-in, and resale services that align with longer device lifespans.

Via: Finsur