Research & Insights
Proprietary industry, business and consumer research, exploring how circular models, trade-in and refurbished markets drive additional growth for OEMs, retailers and carriers.
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Building participation in emerging trade-in programs
This report is designed for OEMs, retailers and carriers building trade-in programs from scratch, growing from a small base, or extending into categories and markets where trade-in activity is still low.
of beauty and personal care consumers intent to trade-in in the future
Consistency and trust in refurbished electronics
Price may be the initial attraction to a refurbished electronic product, but it is trust that determines whether or not a consumer commits to making the purchase. Grading promises consumers what to expect, warranty makes the brand accountable for that grading, and returns remove any remaining risk.
of consumers correctly associate 'Pristine' with the least signs of use
The commercial opportunity for trade-in beyond mobile
For gaming, audio, floorcare and kitchen appliance brands, the smartphone trade-in model offers a clear blueprint for reducing discount dependency and turning otherwise discarded products into new growth opportunities.
of gaming and home entertainment consumers would not have completed a purchase without the availability of a trade-in option
Smartphone trade-in is established. Not maximised
Smartphone trade-in is widely recognised, but the gap between awareness, intent and action means you might still be leaving demand, customer value and revenue on the table.
of consumers are citing affordability it as their main reason for trading in
Unlocking growth in the refurbished electronics market
Convert interest in refurbished tech into sales with the right pricing, the right assurances and the right channel strategy.
of consumers have bought a refurbished electronic device before
Standing out in a crowded market with retail trade-in
Trade-in is becoming a competitive advantage for both ecommerce and physical consumer electronics retailers, helping you differentiate on value, reduce purchase friction and capture demand at the point of sale.
of consumers who choose retailers for trade-in do so because of the convenience of completing it alongside another purchase
Unlocking growth through trade-in
Trade-in isn’t just a feature - it’s a proven commercial strategy that helps you drive higher spend, earlier upgrades and build long-term loyalty for your consumer electronics.
of consumers would upgrade their smartphone sooner if offered a strong trade-in deal
Coming soon
Reports we're working on next. Get notified when each one publishes.
Latest snapshots
Shorter reads, fresh data, and quick takes from our team - published between major reports.
Your customers think their old appliance is worthless. It isn’t.
The biggest barrier to non-mobile trade-in is that customers don't know it's an option or assume their old appliance is worth nothing, when even broken devices hold value a brand could recapture to drive the next sale.
Shoppers are ready to trade in. Most brands never ask.
In non-mobile categories, willingness to trade-in runs high while the offer runs well behind - an execution gap that's costing brands sales they've already earned.
The data question stopping smartphones from being traded in
Fear about personal data is one of the biggest barriers to smartphone trade-in and one of the most addressable, once erasure is made visible.
82% know about trade-in. Only 44% have done it.
Almost everyone knows smartphone trade-in exists, yet fewer than half have ever done one, and the distance between that awareness and action is where brands are quietly losing sales, upgrades and loyalty.
Why “Good” tests worse than “Fair”
Grade names are meant to build confidence, yet inconsistent language can directly influence whether a refurbished sale happens and whether it sticks.
Price gets consumers looking. Confidence closes the sale.
75% of consumers would buy refurbished, but only 44% have. The gap isn't price or awareness - it's confidence and this blog breaks down exactly what closes it.
The personal data privacy question retailers need to answer before customers trade-in
For many customers, trading in a device hinges on trust - connected products hold years of personal data, and people need confidence it will be protected, transferred and securely wiped before they hand anything over.
When customers underestimate the value of their old products, retailers lose value too
When customers underestimate what their old devices are worth, they opt out of trade-in altogether - our research found 28% don't participate because they assume the value is too low, the single most common barrier.
Winning a sale is one thing - giving customers a reason to come back is another
The loyalty effect of trade-in is clear: 84% of consumers would buy their next smartphone from the same brand if it offered a compelling trade-in experience.
How trade-in can accelerate the purchase decision and increase basket conversion
Across categories, the availability of a competitive trade-in offer can directly influence whether a purchase happens at all, and when it happens.
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