IPSOS x Dipli 2024 Study: trade-in programs and refurbished smartphones

69% of consumers have never resold their smartphone
What this means for telecom operators!

As the market for refurbished smartphones gains popularity, consumer expectations and behaviors surrounding trade-in programs are evolving. To better understand these trends, Dipli partnered with IPSOS to conduct an in-depth study of consumer behavior in France, Germany, and Poland.

Trade-In programs and refurbished smartphones: how can we better meet consumer expectations?

The results? Nearly 7 out of 10 consumers in France and Germany have never resold a smartphone. Even in Poland, where refurbished products are well-received, 54% of consumers are still hesitant to take the plunge into trade-ins.

These insights reveal both a challenge and a tremendous opportunity for telecom operators. Here are the main takeaways from the study and how to turn them into strengths to build a more sustainable future in the tech sector.

1. A growing market with significant barriers

The study shows that refurbished devices are becoming more popular, with 40% of Polish consumers owning one, compared to 28% in France and 25% in Germany. While consumer interest in sustainable options is growing, the high percentage of those who have never resold a smartphone highlights ongoing obstacles. These barriers include concerns about durability, warranties, and the reliability of refurbished products.

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2. Price matters, but it’s not everything

For telecom operators, price is essential but not sufficient. Consumers expect a trade-in process that is quick, transparent, and simple. According to the study, 44% of Polish consumers, 38% of French consumers, and 35% of German consumers place simplicity and speed among the most important criteria when choosing a trade-in program. Offering an attractive price is crucial, but the experience must be seamless and customer-focused to encourage adoption.

3. Trust is the key to unlocking market potential

A major takeaway is that durability and reliability remain significant concerns for consumers considering a refurbished device. More than half of the respondents indicate that an extended warranty would strengthen their confidence in these products. This highlights an opportunity for telecom operators to reassure consumers by offering solid warranties, emphasizing quality, and ensuring effective after-sales service.

4. In-store trade-ins are preferred – Are you ready?

The study shows that, in all three countries, in-store trade-ins remain the preferred method. While 71% of French and 70% of Polish consumers favor this option, German consumers are almost equally divided between in-store trade-ins (57%) and online (56%). This underscores the need for telecom operators to enhance their in-store trade-in services, combining convenience and trust through face-to-face interaction.

A unique opportunity for telecom operators

The results reveal a powerful opportunity for telecom operators to become leaders in promoting sustainable practices, strengthening consumer trust, and fostering the growth of the refurbished smartphone market. By meeting consumer expectations regarding reliability and simplifying the trade-in process, operators can tap into this untapped potential and contribute to a more circular economy.

Why Dipli? A partner to deploy an effective trade-in and refurbishment strategy

At Dipli, we support operators in implementing effective trade-in programs and refurbished smartphone offers tailored to consumer expectations. With our expertise in logistics, inventory management, and refurbishment services, we provide operators with a turnkey solution to develop a new revenue stream while meeting customers' sustainability needs.

By collaborating with Dipli, operators can:

• Optimize the evaluation and trade-in of devices in real time, in-store or online.
• Offer a range of refurbished smartphones, verified and guaranteed, promoting transparency and trust.
• Differentiate themselves with long-term trade-in offers, meeting customer loyalty expectations and the growing demand for sustainable solutions.

About Dipli

Founded in 2016, Dipli is a B2B platform specializing in the lifecycle management of electronic products, enabling operators and distributors to securely connect to secondary markets. Handling trade-ins and returns, refurbishment, purchasing, and omni-channel distribution: Dipli covers and simplifies all stages of the circular economy.