- Virgin Media O2 gave more than 85,500 devices a second life in 2025, paying out £6.6 million to customers trading in unwanted tech through O2 Recycle
- But 43% of Brits admit replacing a smartphone that could have been repaired
- Virgin Media O2 sets out the recycling and refurbishment journey that devices go through to tackle common misconceptions
To mark Global Recycling Day (18 March), Virgin Media O2 is revealing it paid out £6.6 million to customers trading in their unwanted tech in 2025, as more than 85,500 devices were given a second life through its O2 Recycle service.
The figures come as new research reveals millions of smartphones are falling out of circulation too soon. More than four in ten Brits (43%) admit they have replaced a device that could have been repaired, while almost eight in ten (79%) say they have at least one old smartphone sitting unused in a drawer at home.
With many of these devices still holding value, usable life, and containing precious earth materials that can be used again, Virgin Media O2 is encouraging consumers to repair, reuse and recycle their tech to keep devices in circulation for longer and reduce electronic waste (e-waste).
Devices replaced despite demand to keep them in use
While three quarters of Brits (77%) believe smartphones should stay in use for as long as possible, everyday behaviour often tells a different story. More than four in ten (43%) admit they have replaced a smartphone that could have been repaired.
Several barriers continue to prevent people from repairing or recycling their devices. Seven in ten (70%) worry their personal data could be accessed if they pass on or recycle their old smartphone, while 30% say they don’t know where to get their device reliably repaired.
As a result, millions of devices remain unused in homes across the country. Nearly eight in ten people (79%) say they have an old smartphone sitting in a drawer, with two in five (40%) holding onto more than one device.
Yet the research also highlights growing appetite for more circular ways of using technology when the process is clear and trustworthy.
More than three quarters (76%) say they would be more likely to recycle their old device if they could make money from it, while almost seven in 10 (68%) say they would be more likely to buy a refurbished device if they had greater confidence in its quality.
Building trust in recycling, refurbished and repaired devices
To dispel these myths, Virgin Media O2 is setting out the steps devices go through when they are recycled or refurbished.
- Devices that are sent to O2 Recycle are securely data wiped using manufacturer approved software, and are rigorously tested before either being repaired, refurbished or responsibly recycled – with zero parts going to landfill.
- Since launching in 2009, O2 Recycle has processed more than four million devices and paid out more than £356 million to customers, helping keep valuable technology in circulation rather than going to landfill.
- Smartphones that are sold as ‘Like New’ have gone through 40 quality checks to ensure they are in excellent condition, have a good battery life, and come with up to three-years’ warranty.
Dana Haidan, Chief Sustainability Officer at Virgin Media O2, said:
“Around 80% of a device’s carbon footprint happens before the box is even opened, so keeping devices for longer is a massive win for the planet.
“Every device that’s repaired, reused or recycled is one less piece of technology that could become electronic waste. Yet millions of smartphones with years of life left in them are still sitting unused in drawers or being thrown away.
“We’re making it easier than ever to keep devices in circulation, whether that’s through repairing a phone through O2 Insure, recycling unwanted tech through O2 Recycle, or choosing a refurbished device from our Like New range.
“Small choices like these can make a big difference in reducing e-waste and getting more value from the technology we already own.”
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