Gen Z leads the way on buying refurbished devices

Europe’s Generation Z is leading the drive towards purchasing refurbished devices and having their smartphones repaired, a new Vodafone Institute study has found.

The study - 'Refurbished over New: A Second Chance for Smartphones' - was conducted by Kantar with scientific support from the Wuppertal Institute. More than 5,200 people across five European countries - Germany, France, Spain, Sweden and the United Kingdom – were interviewed.

It found that although two-thirds (66% respondents / 67% smartphone users) are aware of offers for refurbished devices, only 3 in 10 people have ever purchased one.

Encouragingly, 40% of those surveyed plan to definitely or probably buy their next smartphone refurbished. And once people choose refurbished, they usually stick with it – 81% of previous buyers plan to purchase refurbished devices again.

Joakim Reiter, Vodafone Group Chief External & Corporate Affairs Officer said: “Our research shows that although Gen Z consumers mostly embrace buying refurbished devices or have their current phone repaired, older consumers are slower to tap into the financial and environmental benefits of buying pre-owned. However, baby boomers tend to hold on to their smartphones for significantly longer.

While there is a small but avid group of sustainability-first consumers, most people say their decisions are driven by price and functionality. But buying a refurbished device from a reputable retailer is a win-win situation: all the apps that work on new devices, but at a more attractive price and with a lower carbon and materials footprint.”

Refurbished on the Rise: Gen Z and France Lead the Shift

From Repair to Reform: Europe’s Shifting Smartphone Habits

Functionality and cost still drive smartphone purchases

As part of the survey, respondents were asked to assign themselves to a purchase or usage type that best reflects their behaviour:

Across all countries, the Functional and Cost-Driven types were the two largest groups overall, accounting for two-thirds of all smartphone users. And whilst Sustainability Types also show consistent representation across countries, they represent around 15% of all smartphone users.

There was higher representation of Tech Enthusiasts, Prestige Types, and Sustainability among younger people, while the shares of Functionality and Cost-Driven types were lower in these age groups.

Most smartphones used for two years or less….

Fewer than a third of smartphone owners have used their current device for more than two years. 32% of users in France, Sweden, and Germany have used their smartphones for at least two years, while the UK has the lowest share at just 22%.

As expected, the lowest shares of smartphones used for more than two years are among Tech Enthusiasts (14%) and Prestige-Driven users (12%). The highest share is among cost-driven users (37%). Generational differences are also significant. Only 21% of Gen Z have used their current smartphone for more than two years, compared to 42% of Baby Boomers.

While around a third of all users (36%) plan to buy a new smartphone within a year, this rises to 45% among Gen Z, 51% among Prestige Types, and 60% among Tech Enthusiasts.

… and around a fifth have had their smartphone repaired

Overall, about one in five users (22%) have had their current smartphone repaired (e.g., battery or screen replacement). There are notable differences between countries - Germany has the lowest repair rate at 14%, while the UK (23%), Sweden (25%), and Spain (27%) are significantly higher.

Repair rates also vary by age: Gen Z has a much higher rate (33%) compared to Baby Boomers (8%).

But half of smartphone users still hoard their devices

Across the countries surveyed, there is a consistent picture where about half (51%) keep their old smartphone. Most of these kept devices are not actively used. They are kept as a backup (22%) or stored away unused (21%). Only 8% continue to use the old device in parallel with their new one.

When users part with their old device, the most common action is giving it to family or friends (15%), followed by private resale (10%), recycling (8%), and trade-in at a retailer (7%).

Among those who keep their old smartphone, the top reason (47%) is to have a backup device. Other reasons include not knowing what to do with it (17%), concerns about personal data (16%), sentimental value (13%), and the effort involved (11%).

Sentimental reasons are especially common among Gen Z (20%) and tech enthusiasts (24%).

Link to the full study.

Methodology

5,243 private individuals aged 16-64 were surveyed online as part of the Kantar Profiles Omnibus between 27-31 March 2025.

The survey covered five European countries: France (1,051), Germany (1,062), Spain (1,047), Sweden (1,043) and the United Kingdom (1,040).

Definitions of generations

Generation Z (Gen Z): younger than 29 years of age at the time of the survey

Millennials: 29-44 years of age at the time of the survey

Generation X (Gen X): 45-60 years of age at the time of the survey

Baby boomers: older than 60 years of age at the time of the survey

About the Vodafone Institute

The Vodafone Institute for Society and Communication is Vodafone's European think tank. Through our work, we contribute to a collaborative approach to the digital transformation of the economy and society. Together with our partners, we conduct studies on pressing issues to identify ways to achieve a sustainable future. As a think tank, we operate at the interface between business, politics, science and civil society.