The data analytics firm’s ‘Consumer electronics: Safety and Sustainability in 2023’ report shows that among UAE residents who have purchased electronics devices in the last 12 months, the reassurance of the product being guaranteed for at least a year is most likely to encourage 33 percent of those polled to buy recycled or refurbished products.
Price reductions of up to a quarter of the retail price (31 percent) and reputable sellers (30 percent) also influence consumers decisions when considering purchasing recycled goods.
YouGov noted that communicating the cost-benefits of repurposed technology, in conjunction with the quality reassurance of the product, will be key elements for brand manufacturers and retailers to focus their marketing messages, in order to encourage consumers to buy.
Carlo Stella, a Senior Partner in Arthur D Little’s Dubai office noted that refurbished products are part of a circular economy strategy but added that there is still a reluctance from consumers to purchase refurbished items.
“In my view the focus should be in ensuring adequate warranties and return policies. This model can work in conjunction with the X-as-a-service notion. That is, electronics-as-a service where the manufacturers or the retailers mitigate the refurbished product liabilities meeting consumer needs,” Stella told Al Arabiya English.
The YouGov research revealed that there is an appetite for buying refurbished electronics. More than two thirds (69 percent) of consumers across the globe have either already bought a refurbished/recycled electronics item (28 percent) or would consider buying one (41 percent). In contrast, one in three said they were not open at all to the idea of buying pre-used technology and would never consider it.
The highest proportion of refurbish buyers are in the United Kingdom and the US, with around four in ten purchasing repurposed electronics, closely followed by Canada. Across all 18 markets, more than six in ten have either already bought or would consider buying refurbished electronics, suggesting a strong interest overall.
YouGov indicated that it could create an opportunity for brand marketers, manufacturers, and retailers to convince more consumers of the benefits of buying recycled tech.
In working towards a circular economy for consumer electronics, it is important for marketers and OEMs to understand which tactics could be adopted to encourage more consumers to buy recycled gadgets.