We partnered with Infomaniak to host our website in a way that helps cut the planet a break. Infomaniak’s hosting utilises 40% solar energy and 60% hydroelectricity to power its servers. Plus, their Power Usage Effectiveness (PUE) rating is 1.09. The closer to “1” a PUE score is, the closer it is to energy neutral, so we’re looking pretty dang good.
We also designed this website to use minimal resources, utilising two universal fonts, a pared-down navigation system to condense the number of pages to just 3, and kept all image sizes under 300kb. We even built our own plug-in to remove unnecessary dynamic behaviors on the page, so it could be hosted as a static website with a much lower energy usage.
Nearly half of US buyers feel pressured into tech upgrades they don’t need. We investigate the reasons why and why buying new isn’t always the solution.
July, 19 2024
9min
Ever replaced a perfectly good phone that didn’t really need changing? Come on, you can tell us. Maybe you wanted the newest colour, felt left out having an older model, or just got bored with it.
If you answered yes, you’re not alone. According to our recent survey, 45% of US respondents said they feel pressured to purchase tech upgrades they don’t necessarily need.
So, what’s driving this need to change up our phones, even when we don’t need to? Advertising? FOMO? Or something deeper?
We’ve pulled together some findings to answer these burning questions. Read on to hear how you can make smarter choices for your wallet, and the planet.
Key takeaways
Nearly half (45%) of US consumers feel pressure to upgrade tech they don’t need, despite being satisfied with their current devices.
Middle-aged adults (45-60) are more likely to upgrade than younger generations, even though they report the highest satisfaction with their current tech.
Android users report slightly higher satisfaction rates with their devices than iPhone users but upgrade more frequently.
Brand name is important to many US consumers (45%), but sustainability is a bigger priority (53%).
Many iPhone users can’t visually tell the difference between different generations, highlighting the importance of researching features before upgrading.
45% of US buyers feel pressured to upgrade their current tech — even if nothing’s wrong with it
VR glasses. The newest iOS. Robot vacuums. It can feel like there’s a new tech release or feature update every week, so you’d be forgiven for wondering if your current devices are outdated.
And with our latest survey, that feeling checks out amongst a lot of people. Nearly half (45%) of US buyers feel compelled to purchase the latest technology, regardless of whether their current devices function well or not.
And what’s even more surprising? A lot of people planning upgrades are still happy with their current tech. The survey found that 44% of respondents who intend to upgrade in the next year are extremely satisfied with their existing devices.
But while the pressure to upgrade exists (nearly half of survey respondents have felt it), a significant portion (39%) report never feeling pressured by friends, family, or even advertising.
So where’s this all coming from?
Our report gives us some ideas. While few consumers report feeling pressured by traditional advertising, things like influencer marketing and a general cultural emphasis on new technology may be a factor.
A recent Statista report places the global influencer marketing market value at approximately $21.1 billion in 2023. And it shows no sign of slowing down. 2024 projections are estimated to hit 24 billion.
Outside of all this, there are a couple of theories on where the pressure to upgrade originates from:
Planned obsolescence. Big words, we know. What it means is that some tech companies are accused of designing products with shorter lifespans, or making software updates less compatible with older models to encourage a faster upgrade cycle for their devices. This correlates with our recent survey data. We found that malfunctions are the leading cause of upgrades (30%). In fact, in 2020 Apple had to pay $500 million in a class action lawsuit, which accused the tech giant of slowing down older iPhone models to encourage newer purchases.
Subconscious influence. Influencer marketing, like unboxing videos, could be creating a subconscious desire for us to have the latest tech. It’s tricky because a lot of us don’t perceive it as advertising. But a positive reaction you might see on an unboxing, or the excitement and interest surrounding new releases can still have an impact.
Normalization of upgrades. The constant flow of new tech releases, even if not explicitly advertised, can normalize the idea of frequent upgrading or changing your devices. People see others upgrading, feel left out, or feel like it’s the expected behaviour — even if it doesn’t match their actual needs.
Pro tip: If you’re unsure whether or not to upgrade, consider your device’s performance. Are you constantly finding your iPhone frozen? Is the battery draining too fast? Does it lack the features you need? Don’t be swayed by the hype. Research new features and compare them to your needs before you buy.
If you really do need an upgrade, consider replacing your device with a more cost-effective (and environmentally friendly) verified refurbished option.
Middle-aged adults upgrade their tech more often than Millennials and Gen Zers
It’s not the kids hassling Mom for the latest phone. Middle-aged respondents (45-60) are surpassing younger generations in picking up the latest gadgets.
Over half of the respondents in this age group (64%) said they plan to upgrade their devices in the next year, compared to 45% of 30-44-year-olds and only 33% of 18-29-year-olds.
And while those aged 45-60 are the most likely to upgrade their devices, they are also the most satisfied with their current tech performance. A whopping 83% of 45-60 year olds reported feeling mostly satisfied or extremely satisfied with their devices, compared to 71%of 30-44 year olds and 72% of 18-29 year olds. This age group is also more likely to upgrade within the first two years of owning a device, compared to other age groups.
So, why doesn’t this satisfaction translate to a slower upgrade cycle? Here are a few possibilities.
Societal pressure. Respondents between the ages of 45 and 60 reported feeling more pressure to upgrade than other demographics, with 21% feeling “always pressured” by friends, family, or advertising. By comparison, only 4% of those between the ages of 18 and 29 and 10% of those between the ages of 30 and 44 report feeling “always pressured.” This suggests that middle-aged respondents feel more influenced by external factors and less influenced by their actual tech needs.
Increased financial stability. Middle-aged adults may be more financially secure than younger generations. This allows them to afford more frequent upgrades.
Despite being more satisfied, many Android users are trapped in a frequent upgrade cycle
According to the data, Android users report slightly higher satisfaction with their devices than iPhone users. That includes 33% of extremely satisfied Android users compared to 21% of extremely satisfied iOS users.
A win for the little green robot! Well, not exactly. Android users also indicated higher rates of device turnover than iOS users.
This is visible when you consider longer-term trends. 41% of Android users reported keeping their phones for 3-4 years before upgrading, compared to 51% of iOS users.
This trend could be fuelled by more intense pressure to upgrade among Android users, with 24% feeling always or often pressured, compared to only 14% of iOS respondents.
Here are a few reasons why US Android users might feel more pressured to upgrade compared to iPhone users:
Looking for the latest tech. 26% of respondents who identified as Android users indicated that new phone features were extremely important to them, compared to only 16% of iPhone users.
More diverse options. Unlike the iPhone’s more uniform interface, Android offers a diverse experience across devices, depending on the manufacturer’s design and the user’s preferences. While this allows for more choice, having a bunch of different options readily available might make Android users feel their current device is lacking, even if they’re satisfied with its performance.
We were also curious why Apple users held onto their devices longer. Many iOS users could not visually differentiate between various iPhone generations. When presented with images of four iPhone models, the “Pro” version of the iPhone 15 was heavily recognised, while the iPhone 15, 14, and 13 were each recognized by less than one-fourth of respondents.
41% recognised the iPhone 15 Pro
15% correctly identified the iPhone 15
19% recognised the iPhone 14
22% recognised the iPhone 13
While each phone offers slightly different features that are difficult to capture in a photo, Apple users might have slower upgrade cycles simply because they don’t perceive much difference between older and new devices. It also highlights the importance of doing your research and knowing when upgrades are necessary (and when they’re not).
Regardless of the brand, unnecessary upgrades don’t just take a toll on consumer budgets. They also generate harmful e-waste that hurts the planet. And with 58% of the global population expressing concern about climate change, it’s essential that brands support more eco-friendly product cycles.
Brand names are important to buyers, but so is sustainability
When it comes to tech, people are as loyal to brands as they are sports teams. Survey data supports this, with 45% of respondents considering a product’s brand name at least somewhat important in purchasing decisions. A significant portion (35%) list it as extremely important.
But the tides are shifting. While brand loyalty remains a strong force, 53% of our survey respondents claimed they factor sustainability into their tech purchases.
This aligns with findings from our recent digital consumption trends report, which highlighted a growing consumer focus on environmentally friendly practices. More than half (53%) of global consumers planned to extend the lifespan of their devices. 49% planned to purchase more energy-efficient tech, and 44% committed to responsibly recycling devices.
So before you buy, consider if you truly need an upgrade. Really think about why you want the newest model. And if you’re satisfied with your device’s performance, maybe hang onto it a little longer.
Once you’re really ready for an upgrade, consider disposing of your older device with an eco-friendly option. Back Market’s trade-in program lets you sell your unwanted electronics to professional refurbishers, where it will be responsibly repaired.
Methodology
The majority of this data comes from a survey conducted by SurveyMonkey Audience on behalf of Back Market. The survey was completed by 1,070 smartphone-using US residents over 18 years old on June 3rd, 2024. The results are accurate within +/- 3% for the entire sample group, with a 95% confidence level.
This article also includes global data from a 2023 survey conducted by Ipsos on behalf of Back Market, which analysed consumer technology and consumption habits. The study aimed to identify broader patterns and trends in demographic and attitudinal behaviour in five countries: Spain, France, Germany, the UK, and the US. This report included findings from 2,000 interviews per country (10,001 interviews in total) with respondents between the ages of 16 to 74 years old.