In the Fast Lane with Refurbed Devices

More and more consumers are asking whether buying a smartphone really always has to mean choosing the latest model. In times of rising prices and growing awareness of sustainability, alternatives are coming into focus that promise quality, reliability, and good value for money in equal measure. In particular, overhauled, so-called refurbished devices are evolving from a niche product into an established force in the market – and are noticeably changing the rules of the game in the industry.

As a result, the smartphone landscape is changing. While entry-level devices up to USD 600 continue to decline – with sales figures down 22% from 2019 to 2024^[1] – used and renewed smartphones are gaining momentum, particularly in Europe. In some markets, refurbished models now account for more than 40% of online revenue in the segment under 600 euros^[2], reflecting consumers’ growing interest in quality and value. Overall, one in ten smartphones sold in the EU5^[3] in July 2025 was a refurbished device.

This trend is being driven by longer upgrade cycles, rising device prices, and a shift in consumer priorities. Refurbished smartphones provide access to premium experiences at lower cost and make high-end models more affordable for price-conscious buyers.

Interestingly, refurbished devices show greater price stability than new models. While average selling prices for new smartphones fluctuate with launch cycles, average selling prices for refurbished devices remain stable – averaging around 400 euros across the key European markets^[2]. In addition, 71% of consumers replaced their smartphones that were more than three years old in the first quarter of 2025, indicating significant potential for refurbished devices due to device longevity.^[4]

To remain competitive, stakeholders should align their refurbished-device strategies with launch calendars, invest in certification and branding, and tailor their offerings to different buyer segments – whether they are seeking long-term value or short-term upgrades.

^[1] NIQ Market Insights powered by GfK, worldwide excluding North America, smartphones/mobile phones + phablets
^[2] NIQ Market Insights powered by GfK, Italy, France, Germany, Spain, Switzerland, smartphones/mobile phones + phablets, refurbished smartphones/mobile phones + phablets | panel market
^[3] NIQ Digital Purchases | Smartphones | 07/07/24–07/06/25 | revenue share in local currency
^[4] NIQ Newron Consumer, international coverage, mobile phones, Q1/25