Refurbished Tech on the Fast Track
October 17, 2025
Refurbished Tech on the Fast Track
Refurbished Smartphones: A rising force in the global market
More and more consumers are asking themselves whether they really need to buy the latest smartphone model. In times of rising prices and growing awareness of sustainability, the focus is shifting to alternatives that promise quality, reliability and good value for money in equal measure. Refurbished devices in particular are evolving from a niche product to an established presence in the market – and are noticeably changing the rules of the game in the industry.
Decline in entry-level devices, upturn in refurbished devices
Thus, the smartphone landscape is shifting. While entry-level devices up to 600USD, continue to decline—down 22% in unit sales from 2019 to 20241 – refurbished phones are gaining momentum, particularly in Europe. In some markets, refurbished models now account for over 40% of online revenue in the sub-€600 segment2, reflecting a growing consumer appetite for quality and value. In total every 10th Phone sold in July 2025 was a refurb phone in EU53.
From niche solution to strategic factor
This trend is driven by longer upgrade cycles, rising device prices, and a shift in consumer priorities. Refurbished phones offer access to premium-tier experiences at lower costs, making high-end models more attainable for budget-conscious buyers.
“Refurb markets make the premium tier available for cost-sensitive consumers,” says Jan Lorbach, Senior Director Global Strategic Insights from NIQ. “They’re not just a fallback option – they’re becoming a strategic play in their own right.”
More stable prices than for new products
Interestingly, refurbished devices show greater price stability than new models. While new phone ASPs fluctuate with launch cycles, refurb ASPs remain steady – averaging around €400 across major European markets2. Additionally, 71% of consumers replaced phones older than three years in Q1 2025, indicating a strong refurb opportunity tied to device longevity.4
Lessons to be learned
To stay competitive, stakeholders should align refurb strategies with launch calendars, invest in certification and branding, and tailor offerings to different buyer segments—whether seeking long-term value or short-term upgrades.
Sources:
1 NIQ Market Insights powered by GfK, Global excl. North America, Smart-/Mobilephones + Phablets
2 NIQ Market Insights powered by GfK, Italy, France, Germany, Spain, Switzerland, Smart-/Mobilephones + Phablets, Refurbished Smart-/Mobilephones + Phablets | Panelmarket
3 NIQ Digital Purchases | Smartphones | 07/07/24-06/07/25 | Revenue% in local currency
4 NIQ Newron Consumer, International Coverage, Mobile Phones, Q1/25
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