A recent study by researcher Ipson, commissioned by Dipli, a French trade-in enabler, sheds light on the growing but uneven adoption of refurbished smartphones and trade-in practices in France, Germany, and Poland. The findings reveal distinct consumer behaviors and opportunities for the industry to educate the market and promote the benefits of trade-ins and refurbishment. What makes this study particularly compelling is its focus on three distinct regions, each at different stages of secondary market maturity. Spanning from Western Europe to Eastern Europe, it highlights the unique dynamics of these markets. Notably, Poland stands out as being significantly ahead, demonstrating higher adoption rates for refurbished smartphones and greater engagement with trade-in programs compared to France and Germany.
Most consumers have never resold a smartphone
Despite the rising popularity of refurbished devices, most consumers in these countries have yet to engage in smartphone resale. In France, 69% of consumers have never resold a phone, a figure closely mirrored in Germany at 67%. Poland shows slightly more activity, with 54% of consumers having resold at least one device. These statistics point to the untapped potential for initiatives that can increase awareness and participation in trade-in programs.
Simplicity and pricing drive trade-in preferences
When it comes to trade-in preferences, simplicity and competitive pricing stand out as key motivators for consumers. In-store trade-ins are the preferred method in France (71%) and Poland (70%), while Germany shows a closer balance, with 57% opting for in-store trade-ins and 56% choosing online channels. Across all three countries, consumers value a quick and straightforward trade-in process, with 44% of Polish respondents, 38% of French respondents, and 35% of German respondents emphasizing this factor. Real-time price transparency on the day of the trade-in is also highly appreciated, cited by 37% of Polish and 34% of French consumers.
Growing popularity of refurbished smartphones
The market for refurbished smartphones continues to grow, particularly in Poland, where 40% of consumers own a refurbished device, compared to 28% in France and 25% in Germany. Consumers across the three countries see refurbished smartphones as a financially smart choice, with 51% of Germans, 45% of French, and 41% of Poles describing them as economical. Moreover, 51% of French consumers, 50% of Germans, and 43% of Poles view these devices as offering good value for money.
Barriers to wider adoption
However, barriers to wider adoption remain. Concerns about durability and performance are prevalent, especially in Poland, where 42% of consumers express doubts about durability, compared to 38% in France and 30% in Germany. Performance issues are a worry for 29% of Poles, 26% of French, and 22% of Germans. Additionally, some consumers remain skeptical about the reliability of refurbished products, with 19% of French, 18% of Polish, and 11% of German respondents considering them unreliable.
Addressing consumer concerns
To overcome these hurdles, industry players must emphasize robust warranties, efficient after-sales services, and clear trade-in terms. Dipli highlights the importance of addressing these consumer needs, noting that long-term buy-back programs could be particularly effective in Poland, where 63% of consumers show interest in guaranteed trade-in deals. This contrasts with 52% in France and 45% in Germany, reflecting varying levels of engagement with such offers.
Poland leads in refurbished smartphone adoption
Poland emerges as a leader in the refurbished smartphone market, with higher adoption rates and greater interest in trade-ins compared to France and Germany. The country’s advanced digitalization and openness to refurbishment present unique opportunities for telecom providers to expand their reach.
Industry opportunities for growth
Dipli underscores the importance of these findings for shaping the industry’s future. According to the company, consumers are increasingly concerned about the durability of electronic devices and demand more reassurance. Telecom providers, distributors, and manufacturers must adapt to these expectations by offering competitive, scalable trade-in and refurbishment programs that align with evolving market needs.
Market
Trade-in
Repair
Refurbishing
