New research from Vodafone Ireland shows that more than half (59%) of Irish people have never traded in a smartphone, and 19% have never recycled a smartphone. Almost a third of the people who had never recycled a smartphone admitted to having no idea how. The study also shows that 80% of people are more likely to make sustainable purchases if they are offered an incentive such as cash or a discount.
Vodafone Ireland conducted the research to promote their trade-in tool, which is available online and in-store and allows customers to receive up to EUR 400 (US $492.74) for trading in their smartphone. To date, the operator's Trade-In Campaign has saved more than 1,419 kg of devices from landfill.
The research conducted by Vodafone Ireland highlights an unexpected trend among Irish smartphone users - a reluctance to trade in or recycle their old devices. This is surprising considering the increasing popularity of smartphone trade-ins in other markets such as the UK. However, the study also suggests that offering incentives such as cash or discounts can motivate people to make more sustainable purchases.
It's worth noting that Vodafone conducted this study to promote their own trade-in tool, which offers customers up to EUR 400 for trading in their smartphone. While the marketing focuses on the positive environmental impact of trading in old devices, it's also clear that Vodafone can benefit financially by turning used or refurbished smartphones into an additional income stream.
Overall, this research sheds light on the need for more education and awareness around the benefits of smartphone trade-ins and recycling. While the findings of Vodafone’s study are specific to the Irish market, it’s possible that similar attitudes and behaviors exist in other markets as well. It emphasizes the need for mobile operators to not only offer incentives for sustainable practices, but also to address common concerns and misconceptions around trading in and recycling smartphones.
By doing so, operators can not only reduce their environmental impact, but also provide a more compelling value proposition to customers. As more operators like Vodafone Ireland encourage smartphone trade-ins and increase their efforts to recycle and refurbish devices, we can hope to see a positive impact on both the environment and the mobile industry as a whole.
Tarifica is a global SaaS company and a market leader in the real-time collection, analysis and delivery of telecom plan and pricing data worldwide. Through a mix of AI, modeling and market expertise, Tarifica tracks hundreds of thousands of plan and pricing data points daily. No other company tracks more. Tarifica's mission is to continuously convert data into the dynamic intelligence that fuels opportunities for its clients, the world's leading operators, regulators and consultants.
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