Europe Struggling with Smartphone Trade-ins, with Challenges Around Fragmentation, Security, Grading and Pricing
Overview: Europe is struggling when it comes to smartphone trade-ins. According to a recent consumer study conducted by Counterpoint Research, most users kept hold of their old smartphone, whether idle or as a secondary device. This is in stark contrast to in the US, where trading-in, exchanging or selling a previous device is the most popular option. This report examines the key reasons behind Europe’s trade-in problems, and outlines what the industry needs to do to improve the supply of devices and ensure future growth for the region.
Table of Contents:
Apple drives Europe’s secondary smartphone market
Trade-in challenges in Europe
Trade-ins vital to boosting Europe’s secondary smartphone market
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Category
Industry
Smartphone
Report Type
Report
Time period
Other
Summary
Published
May 7, 2025
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Author
Jan Stryjak
Jan is an Associate Director with Counterpoint Research, based in London, and leads the company’s European and Sustainability research. He is a seasoned analyst with over 17 years’ experience in the TMT sector, previously with GSMA Intelligence where he led a team of analysts producing highly impactful regional insights. Before that, Jan held strategy and analyst positions at Vodafone UK and Qualcomm respectively, and started his career with research firm TNS (now Kantar).
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