Generation Z is setting the pace for refurbished smartphone adoption across Europe, according to a new Vodafone Institute study conducted with Kantar and the Wuppertal Institute. The research, titled Refurbished over New: A Second Chance for Smartphones, surveyed more than 5,200 people in Germany, France, Spain, Sweden, and the United Kingdom. The findings reveal that while 66% of respondents are aware of refurbished device offers, only 30% have ever purchased one. Encouragingly, 40% of participants indicated that their next purchase will definitely or probably be a refurbished smartphone.
France leads while Germany lags
Country-level differences are significant. In France, 38% of consumers have already purchased a refurbished smartphone, compared to just 25% in Germany. The willingness to buy refurbished in the future also varies widely, with differences of more than 10 percentage points between countries.
Loyalty is strong among existing users: 81% of previous buyers say they will buy refurbished again, underlining the long-term growth potential of the secondary market.
Repair habits show generational gaps
Repair behaviour is another area where Generation Z leads. One-third (33%) of Gen Z respondents have had their smartphone repaired, compared to only 8% of Baby Boomers. In Spain, 27% of users have repaired their device, while in Germany the figure is just 14%.
However, despite these shifts toward reuse, hoarding remains widespread. Across Europe, 51% of users keep their old smartphones, either as a backup or unused in storage. Only 8% are recycled or traded in.
Cost and functionality remain key drivers
Although environmental benefits play a role, cost and functionality remain the main drivers of refurbished purchases. Respondents expect discounts of 25% to 50% compared to new devices and demand quality assurance, with 78% willing to accept only minimal signs of wear.
The survey also highlights clear behavioural types: cost-driven and functional users dominate, making up two-thirds of all consumers. Sustainability-oriented users represent 15% of the market, showing consistent but smaller presence across age groups.
Consumers call for sustainable measures
Beyond individual buying decisions, consumers strongly support political and structural measures for sustainable consumption. These include the right to repair, reduced VAT (to replace fraud sensitive marginal VAT) on sustainable products, and product passports.
Joakim Reiter, Vodafone Group Chief External and Corporate Affairs Officer, emphasized that refurbished smartphones are a win-win option, offering the same functionality as new Apple iPhone or Android models, but with financial savings and reduced environmental impact.
Market
Trade-in
Repair
Refurbishing
