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Brits more likely to choose eco-friendly devices

Saf Malik
June 25, 2021

O2 research reveals 75pc of 18-24-year-olds would consider devices with better green credentials

Research from O2 has shown that eco-friendly credentials are important to Brits with over half (56 per cent) saying it is important to their next smartphone purchase.

75 per cent of 18-24-year-olds would consider devices with better green credentials. While more than a third (38 per cent) said they would consider buying a phone with less impressive specs as long as it was produced in a more environmentally friendly way.

36 per cent said they would be willing to pay more for a new smartphone if it had a high Eco-Rating with those in London (57 per cent) over twice as likely to do so than those in Wales (25 per cent).

O2 said it is now displaying a new industry wide Eco-Rating scheme which is available at

The Eco Rating makes it easier for consumers to discover how sustainable their next mobile phone purchase is.

The five key factors in helping Brits to decide which handset to buy next are:

· Battery life (62 per cent)
· Price (60 per cent)
· Durability (how robust a device is and how long its guarantee period lasts: 47 per cent)
· Memory (33 per cent)
· Recyclability (how easily the device’s components can be disassembled and how well it can be recycled: 29 per cent)
· The brand and who manufactures it (26 per cent)

Virgin Media O2 chief communications and corporate affairs officer Nicola Green said: “It’s so encouraging to hear that the majority of us are pushing sustainability up our wish lists when thinking about a new phone.

“It’s what our new Eco-Rating labelling is all about: making it easier to compare the eco-credentials of handsets in our stores or online. Back in 2010, O2 launched the first Eco-Rating scheme for phones, and it’s great to see that more than ten years on, younger people are leading the charge when it comes to greener tech purchases.

“As sustainability becomes as important as tech specs or brand for many, we’re here to make greener choices easier for everyone.”



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