{"id":22558,"date":"2025-05-29T14:46:29","date_gmt":"2025-05-29T14:46:29","guid":{"rendered":"https:\/\/breezy.band\/beyond-the-hype-real-data-on-europes-refurbished-tech-landscape\/"},"modified":"2025-06-10T15:52:50","modified_gmt":"2025-06-10T15:52:50","slug":"beyond-the-hype-real-data-on-europes-refurbished-tech-landscape","status":"publish","type":"post","link":"https:\/\/breezy.band\/kz-en\/beyond-the-hype-real-data-on-europes-refurbished-tech-landscape\/","title":{"rendered":"Beyond the hype: real data on Europe\u2019s refurbished tech landscape"},"content":{"rendered":"\n

The refurbished tech industry gathered in Berlin for Retech Days Europe 2025<\/strong>, the leading event for leaders, innovators, and disruptors in the circular electronics economy. As a proud participant, Breezy joined key voices from across the continent to exchange insights and tackle the challenges shaping the future of secondary electronics.<\/p>\n\n\n\n

Here are the key takeaways.<\/p>\n\n\n\n

The primary market: flatlining with subtle shifts<\/strong><\/h3>\n\n\n\n

The European market for new smartphones is showing signs of stagnation. As Jan Stryjak, Associated Director of Conterpoint Research, shared, 36 million devices were sold in Q1 2025<\/strong> \u20143% fewer<\/strong> than in the previous quarter and slightly lower than a year earlier.<\/p>\n\n\n

\n
\"\"<\/figure><\/div>\n\n\n

Why?\u2014 While Europe is not directly affected by the U.S.-China tariff standoff, the global trade tensions<\/strong> are dampening consumer sentiment and slowing purchasing decisions.<\/p>\n\n\n\n

At the same time, Android smartphones<\/strong> are gaining ground:<\/p>\n\n\n\n

    \n
  • Samsung reclaimed the top position in Q1 2025,<\/li>\n\n\n\n
  • Honor and Motorola <\/strong>continue to grow,<\/li>\n\n\n\n
  • Apple, though steady, holds 31% of the market.<\/li>\n<\/ul>\n\n\n\n

    Interestingly, while Android dominates new sales, Apple leads in the refurbished space.<\/p>\n\n\n\n

    The secondary market: resilient but realistic growth<\/strong><\/h3>\n\n\n\n
    \"\"<\/figure>
    \n

    In 2024, Apple\u2019s share of the refurbished smartphone market increased to 68%, up 2% points YoY. <\/p>\n\n\n\n

    Consumers continue to seek the combination of reliability, brand recognition, and software support that Apple devices offer.<\/p>\n<\/div><\/div>\n\n\n\n

    \n

    The refurbished market is expected to grow<\/strong>, with projections reaching 32 million units by 2028<\/strong>.<\/p>\n\n\n\n

    However, growth will be slower than previously forecast<\/strong>, as the industry stabilizes post-pandemic and absorbs current global uncertainty.<\/p>\n<\/div>

    \"\"<\/figure><\/div>\n\n\n\n

    Consumer behavior: price still rules, sustainability follows<\/strong><\/h3>\n\n\n\n

    According to Dataxis Research 2025<\/strong>, European consumers remain cautious:<\/p>\n\n\n\n

      \n
    • 68%<\/strong> of German customers surveyed said their last phone was brand new,<\/li>\n\n\n\n
    • 25%<\/strong> chose certified refurbished,<\/li>\n\n\n\n
    • A promising 81%<\/strong> would consider refurbished in the future\u2014primarily for the value<\/strong>.<\/li>\n<\/ul>\n\n\n\n
      \"\"<\/figure>\n\n\n\n

      Interestingly, environmental motivations are growing, but still secondary<\/strong>: only 17%<\/strong> cite sustainability as their main reason<\/strong> to buy refurbished. Or, as we use to say in Breezy, \u2018economy first, ecology next\u2019.<\/p>\n\n\n\n

      As Michael Schmelcher<\/strong>, Managing Director at GEWA<\/strong> in Switzerland, pointed out: \u201cFor Windows laptop buyers, price remains the top priority<\/em>.\u201d<\/p>\n\n\n\n

      Other priorities for refurbished buyers<\/strong><\/h3>\n\n\n\n
      \"\"<\/figure>\n\n\n\n

      Secondary market penetration: room for growth<\/strong><\/h3>\n\n\n\n

      Only 17%<\/strong> of the 165 million pre-owned smartphones in Europe were sold as refurbished to end-users<\/strong>\u2014a rate that has improved slightly (+4% to Q3 2024) but remains a huge opportunity<\/strong>. In absolute terms, the number of refurbished devices sold has plateaued (27 mln vs 28 mln).<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      The market share of refurbished smartphones is decreasing<\/strong> across most countries:<\/p>\n\n\n\n

        \n
      • France<\/strong> saw the sharpest drop at -5% YoY<\/strong>,<\/li>\n\n\n\n
      • UK<\/strong> remains more stable at -1%<\/strong>.<\/li>\n<\/ul>\n\n\n\n
        \"\"<\/figure>\n\n\n\n

        This reflects a need for better consumer education, clearer value propositions, and improved access to trade-in and buyback solutions.<\/p>\n\n\n\n

        What\u2019s next? Trade-In and the road ahead<\/strong><\/h3>\n\n\n\n

        Trade-in continues to be one of the most effective gateways into the refurbished economy\u2014but that deserves a post of its own.<\/p>\n\n\n\n

        Stay tuned for further update, where we\u2019ll dive into:<\/p>\n\n\n\n

          \n
        • The role of trade-in in reshaping the market,<\/li>\n\n\n\n
        • Key levers for trust and user experience,<\/li>\n\n\n\n
        • How to bridge the gap between linear and circular retail.<\/li>\n<\/ul>\n\n\n\n

          Until then, one thing is clear: the refurbished market is not a trend yet\u2014it\u2019s a transformation.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

          The refurbished tech industry gathered in Berlin for Retech Days Europe 2025, the leading event for leaders, innovators, and disruptors in the circular electronics economy. As a proud participant, Breezy joined key voices from across the continent to exchange insights and tackle the challenges shaping the future of secondary electronics. Here are the key takeaways….<\/p>\n","protected":false},"author":1,"featured_media":23186,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[455],"tags":[437],"country":[733],"class_list":["post-22558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article-kz-en","tag-refurbished-kz-en","country-all-kz-en"],"acf":[],"yoast_head":"\nBeyond the hype: real data on Europe\u2019s refurbished tech landscape - Breezy Site<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/breezy.band\/kz-en\/beyond-the-hype-real-data-on-europes-refurbished-tech-landscape\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beyond the hype: real data on Europe\u2019s refurbished tech landscape - Breezy Site\" \/>\n<meta property=\"og:description\" content=\"The refurbished tech industry gathered in Berlin for Retech Days Europe 2025, the leading event for leaders, innovators, and disruptors in the circular electronics economy. 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