Survey information we've gathered indicates that end users are increasingly more aware of the programs offered by wireless carriers, retailers, device makers and others. In fact, research completed by our parent company, Compass Intelligence, shows a 17 point increase in awareness since the first of this year when asked about trade-in programs.
Note: Arrows denote statistical significance.
Note: Statistical significance found when comparing Column A to B & C only.
So if over 60% of end users state they know the programs exist, then why are only 20% of end users participating? Some survey participants said they were not offered rewards or incentives to trade-in or recycle, while others planned to keep their old devices as a data backup or in case something happened to their new phones.
In a nut shell, program awareness is growing but participation remains steady. Carriers and others are doing a better job of communicating and marketing their programs, now they just need to make the “sale.” Obviously, that’s the difficult part – they need to find the right combination of enticements (offers) and encouragement (the ”eco-friendly” story) for customers to make it second nature to turn over those gently-used and end of life mobile devices to either 1) extend the life of the device or 2) to ensure they are recycled to prevent harm to the environment.
Kate Pearce is a Research Strategist and Sr. Consultant at Compass Intelligence where she participates in custom consulting projects and develops content for the device reuse and recycling subscriptions and other device-related research.