Remarkable figures from a survey of whether the Dutch prefer to keep their old iPhone or whether they want to sell it. And also who they sell it to…
Research by Kantar commissioned by Swappie, Europe’s largest iPhone refurbisher, shows that almost half (47%) of Dutch consumers surveyed keep their old technology. And that despite being aware of the opportunity to sell. However, they often don’t think about actually doing this. Consumers can sell their old iPhones to Swappie, who then refurbished and recirculates them. However, the research shows that there are several barriers that prevent consumers from abandoning their old technology.
To sell
When it comes to passing on old appliances, selling to another consumer via a marketplace comes out on top (38%) – above selling to a friend or family member (30%) or to an electronics store (24%). Only 13% of respondents are considering selling their old smartphone to an online retailer (such as Swappie) – a 6% drop from last year’s survey. Despite a growing appreciation for the refurbished industry and continued macroeconomic tensions across Europe in 2023, it seems that consumers have not yet fully grasped the convenience of selling old smartphones and the rewards that come with it.
Backup phone
Perhaps most interesting for companies like Swappie, whose end-to-end model depends on consumers’ willingness to move away from old technology, is the indication that people will continue to cling to old devices — whether they’re faulty or are still fully functional. For example, 66% of Dutch respondents wanted to keep their functioning device as a spare phone – and there’s nothing wrong with that. But 37% of respondents with a broken smartphone didn’t know they could get money for it. Not to mention that almost 1 in 3 thought it was just too much effort to sell the device.
Sustainable system
The research highlights some of the cultural and behavioral barriers facing the electronics refurbishment industry. Looking at consumers’ circular intentions, misunderstanding and an urge to cling to clutter still predominate, instead of opting for a more sustainable system of smartphone ownership. The recent introduction of Swappie’s Premium Series addresses consumer concerns about the cosmetic quality and battery life of refurbished smartphones. Swappie also continues to improve procedures to facilitate the sale of smartphones to Swappie and educate consumers about the benefits for both themselves and the planet.
“We are always improving our processes to make it easier for the consumer to sell the old phone to us and we are better able to refurbish it and bring it back to the market. We want people to understand that even if the device is faulty or broken, we can use it! That is an important part of the circular model. We receive iPhones in all kinds of states, but our experts in Europe can either refurbish the devices or reuse old parts. With this we give technology that would otherwise remain in a drawer, a new life. We recently improved the efficiency of our purchasing site, reduced shipping costs and made a series of small but essential improvements to ensure that selling your old iPhone to Swappie is as simple and efficient as possible,” said Martine Hardeveld Kleuver, country manager for the Netherlands and Belgium.
