According to the latest “Recommerce 2025 Barometer”, conducted with Kantar, more than half of Hungarian consumers (51%) have purchased a second-hand smartphone, one of the highest rates among the 13 surveyed countries. Among them, nearly half (25%) opted for a refurbished smartphone from a professional vendor, marking a three-percentage-point increase from last year.
The global refurbished smartphone market is on an upward trajectory, with an estimated 431 million units expected to be sold worldwide by 2027, according to IDC. In Eastern Europe alone, approximately one million refurbished smartphones were sold in 2024. In Hungary, the trend reflects a broader regional shift, with 41% of consumers indicating a willingness to purchase a refurbished smartphone in the future.
With inflationary pressures impacting purchasing power, affordability remains the primary motivator for Hungarian consumers choosing refurbished devices. Seventy-six percent of respondents cited price as a key factor, an increase of six percentage points from last year. However, the demand for reliability and trust has also grown significantly, with 39% of consumers prioritizing warranties from professional vendors—an 11-percentage-point increase—placing this consideration above environmental concerns (36%).
“This second edition of our Kantar survey shows a strong growth in second-hand smartphone adoption among Hungarians, driven by price sensitivity but also in demand for reliable products and services. Players on the market should then expand their refurbishment offerings, with high-quality product portfolios and transparent communication around the dual benefits of refurbishment: affordability and sustainability. In addition, offering clear information about the refurbishment process, guarantees, and warranties could differentiate the company from competitors and reassure consumers looking for safe and trustworthy options.
Online solutions notably should be expanded in completion of in-store solutions, especially for telecommunication providers to tap into a trusted channel that many consumers already rely on.
Eventually, the growing interest in reselling old devices presents a strong opportunity for companies to implement or enhance trade-in programs to make it easier for consumers to sell their old smartphones. Offering incentives, such as discounts on new or refurbished devices when consumers trade in their old phones, could further drive adoption,” said János Zilai, Recommerce’s country manager Hungary.
Online platforms remain the dominant channel for purchasing refurbished smartphones in Hungary, with 79% of consumers opting for digital marketplaces over physical stores. However, telecommunications providers represent an increasingly influential distribution channel, with nearly 60% of Hungarian consumers indicating a preference for purchasing refurbished devices from their mobile operators, whether online or in-store.
Trade-in programs are also gaining traction as Hungarian consumers recognize the financial benefits of reselling their old devices. The percentage of consumers who have sold their previous smartphones rose to 28% in 2024, a four-percentage-point increase from the previous year. Additionally, 38% of respondents expressed an intention to resell their current smartphones, a six-percentage-point rise, bringing Hungary closer to mature markets like Germany (41%). Notably, Hungary is one of the few surveyed countries where the number of consumers planning to resell their devices now exceeds those who prefer to keep them as backups.
As the second-hand smartphone market continues to evolve, industry players have a growing opportunity to capitalize on consumer preferences for affordability, reliability, and sustainability. With trade-in programs gaining momentum and confidence in professional refurbishment increasing, Hungary’s role in the European circular economy is set to strengthen further.
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