In Brazil, buying used cell phones is shifting from being a necessity to becoming a conscious, strategic, and digital choice. This is according to a groundbreaking study conducted by Trocafone , a pioneering company in the country's smartphone recommerce market.
The study, conducted with over 92,000 people, outlines the new profile of the Brazilian consumer of used cars: male (75%), between 30 and 44 years old , with an income of up to R$ 4,000 and working mainly as self-employed . The majority live in the Southeast region (64%) and use their cell phones for daily and connected activities, such as work, study, leisure, and content consumption.
Next come the Northeast (17.2%), South (10.6%), Midwest (4.4%) and North (3.5%) regions. In terms of education, half of those interviewed have completed higher education.
Connectivity, streaming, and digital behavior
Highly connected, these consumers demonstrate active digital behavior. WhatsApp is the most used social network, followed by Instagram. The cell phone is used for multiple functions:
- 66.5% of respondents watch series and access streaming services.,
- 44% use it for gaming.
- 31.3% use it for reading.
- Over 76% of respondents say they subscribe to at least one streaming platform, with Netflix being the favorite, followed by Amazon Prime, Disney+, Max, and Globoplay . Spotify is the most listened-to music service among those surveyed.
In everyday use, the cell phone is essential for calls, text messaging and emails (82.2%), as well as being an important tool for work and study (76.6%), internet browsing (70.3%), leisure (69.1%) and taking photos and videos (66.5%).
Research and criteria: the new online consumer
The consumer of used cars is also more discerning in their purchasing journey. According to the survey:
- 88% search on Google before purchasing a product or service;
- The most used marketplaces are: Mercado Livre (83%) , Shopee (58%), Amazon (61%) and Magalu (40%);
- More than half use credit card installment payments ;
- 65% opt for prepaid or control plans , which indicates greater rationality in consumption.
Another relevant finding is that the guarantee is decisive for 44% of respondents , and 50% point to security as a fundamental criterion . Trust in specialized platforms like Trocafone is growing and is cited as a competitive advantage.
Frequent changes and preferred brands
Research shows that mobile phones have become part of a more agile consumption cycle:
- 60% replace their device between 2 and 3 years.;
- 17% replace them within 12 months..
In terms of brands, Samsung leads with over 60% of preferences , followed by Apple and Motorola.
Although price remains the primary deciding factor, 89.9% of consumers cite savings as a motivator. The research reveals that criteria are gaining importance, such as safety, an important issue for 50% of respondents. Another highlight is the importance of the warranty: 43.9% of those interviewed point to this factor as decisive when making a purchase.
Sustainability is still a secondary issue, but the trend is towards growth.
Despite the environmental importance of refurbished cell phones, only 29% mentioned environmental concerns as a relevant factor in their decision to purchase a used device. Even so, the issue is likely to gain traction. According to the Global E-Waste Monitor 2024 report, the world generated 62 million tons of electronic waste in 2022, an 82% increase compared to 2010. Most of this volume is still disposed of improperly, exacerbating environmental impacts.
According to Flávio Peres, CEO of Trocafone , more discerning consumer behavior and increased trust in specialized platforms show that the used cell phone market is undergoing a significant transformation. “This scenario reflects the maturation of the pre-owned cell phone market in the country, previously stigmatized and now increasingly associated with practicality, savings, and security. Used cell phones are no longer taboo and have become a smart choice, delivering savings, security, and a positive impact. And that is an important step forward,” he states.
Trocafone and the rise of recommerce
A pioneer in the Brazilian recommerce market, Trocafone has established itself as the largest and most advanced repair and resale operation for refurbished smartphones in the country. The company offers solutions for end consumers, retailers, operators, insurance companies, and financial institutions, promoting digital inclusion, a circular economy, and a significant reduction in electronic waste.
