- Belong Survey: Used Smartphone Adoption Grows Across All Age Groups
- 1. Main Device Used Smartphone Utilization Reaches 14.2%, a 4.6 Point Increase from 2024
- 2. Most Frequent Purchase Price for Used Smartphones is in the ¥10,000 Range
- 3. “Soaring New Phone Prices” Emerge as the Primary Purchase Reason
- 4. Over 70% of Used Smartphone Purchasers Choose iPhones; 20-Somethings Prioritize Specific Features
- 5. Age-Specific Rankings of Popular Used iPhone Models
- Survey Overview
- About Nicosuma
- About Belong Co., Ltd.
Belong Survey: Used Smartphone Adoption Grows Across All Age Groups
Belong Co., Ltd., an Itochu Group company operating the used smartphone sales and buyback service “Nicosuma,” has released findings from its latest survey on used smartphone usage. The survey, conducted among 553 individuals aged 10 to 50 who have purchased a used smartphone, reveals a significant increase in the adoption of pre-owned devices as primary handsets.
1. Main Device Used Smartphone Utilization Reaches 14.2%, a 4.6 Point Increase from 2024
The survey indicates that 14.2% of respondents use a used smartphone as their main device, combining those who purchased a used item (including certified refurbished products) (9.7%) and those who received or purchased one from a friend or family member (4.5%). This represents a 4.6 percentage point increase from the 9.6% reported in a 2024 survey.
The data also shows a rise in used smartphone utilization across all age groups compared to 2024. Notably, the usage rate among individuals in their 30s increased by 7.2 percentage points, from 10.1% in 2024 to 17.3% in the current survey, suggesting broader market penetration beyond the previously youth-centric demographic.
2. Most Frequent Purchase Price for Used Smartphones is in the ¥10,000 Range
When asked about the purchase price of their used smartphones, the most common response among the 553 respondents was “¥10,000-19,999” (21.5%), followed by “¥20,000-29,999” (15.9%), and “¥30,000-39,999” (11.9%). This indicates a strong preference for more affordable price points in the used smartphone market.
3. “Soaring New Phone Prices” Emerge as the Primary Purchase Reason
The leading reason for purchasing a used smartphone was identified as “soaring new phone prices” (21.9%), surpassing “device malfunction” (19.7%). Additionally, “excessive specifications in the latest smartphones” also ranked high among the reasons. This trend suggests that consumers are increasingly opting for used smartphones as a prudent choice amidst rising living costs and a perceived over-specification in new models.
4. Over 70% of Used Smartphone Purchasers Choose iPhones; 20-Somethings Prioritize Specific Features
Among those who have purchased a used smartphone, 73.8% reported buying an iOS device, while 39.8% purchased an Android device, indicating a strong preference for iPhones.
Furthermore, when examining the purpose of purchasing a used smartphone, 28.8% of respondents in their 20s stated they “intentionally chose an older model with specific features.” This highlights a trend where younger users prioritize desired functionalities, such as fingerprint authentication or specific form factors, over simply seeking the lowest price.
5. Age-Specific Rankings of Popular Used iPhone Models
The survey also identified the most popular used iPhone models across different age groups.
-
10s: iPhone 13 / iPhone 13 mini (18.3%)
-
20s & 40s: iPhone SE (1st generation) (20.4% for 20s, 20.0% for 40s)
-
30s: iPhone 6 / 6 Plus (20.6%)
-
50s: iPhone SE (2nd generation) (21.3%)
These findings suggest varying preferences for features and form factors across different generations of users.
Survey Overview
-
Survey Period: January 15, 2026 – January 22, 2026
-
Target: 553 men and women aged 10-50 who have purchased a used smartphone
-
Method: Internet survey
About Nicosuma
“Nicosuma” is a used smartphone sales and buyback service operated by Belong, an Itochu Group company. It aims to help customers find smartphones that fit their lifestyles with the motto “More you, than new.”
-
Nicosuma (Used Smartphone Sales): https://www.nicosuma.com/
Nicosuma offers high-quality devices carefully selected to overturn the perception of used smartphones. Detailed condition information is provided for each device, allowing customers to choose with confidence.
-
Nicosuma Buyback (Smartphone Buyback): https://www.nicosuma.com/sell
The service provides easy estimates without registration, clear appraisal standards, and thorough data erasure, ensuring peace of mind for first-time smartphone sellers.
Useful information regarding smartphone purchases and sales is also available on the “Nicosuma Magazine” (https://www.nicosuma.com/magazine).
About Belong Co., Ltd.
Belong operates various used device services for both individuals and corporations, including the individual-向け used smartphone EC site “Nicosuma” (https://www.nicosuma.com/) and “Nicosuma Buyback” (https://www.nicosuma.com/sell), as well as the corporate-向け used smartphone rental, sales, and buyback service “Belong One” (https://bz.belong.co.jp/). The company is committed to providing reliable used devices at fair prices, ensuring high quality through strict inspections.
Company Name: Belong Co., Ltd. (Itochu Group)
Established: February 2019
Representative: Koichiro Nishimura, President and CEO
Headquarters: Akasaka Zen Building 4F, 6-4-10 Akasaka, Minato-ku, Tokyo
Zama Operation Center: GLP Zama 3F, 2-10-10 Hironodai, Zama-shi, Kanagawa
