Consumers Upgrading Mobile Devices Faster as Signs of AI Adoption Emerge

Rhea-AI Summary

Assurant (NYSE: AIZ) released its 2024 Mobile Trade-in and Upgrade Industry Trends Report, revealing significant shifts in consumer device upgrade patterns. U.S. consumers received $4.5 billion in trade-in value, a 5% increase from 2023.

The average age of turned-in devices showed notable changes throughout 2024: Android devices decreased from 3.67 years in Q1 to 3.38 years in Q3, while iPhones dropped from 3.78 years in Q2 to 3.63 years in Q4. The iPhone 13 surpassed the iPhone 11 as the most frequently traded device in H2 2024, while the Samsung Galaxy S21 remained the top Android trade-in.

The report suggests AI features are becoming increasingly important in upgrade decisions, with nearly half of U.S. consumers expecting AI support in their next smartphone. Environmental impact was also significant, with trade-in programs helping avoid approximately 1.8M metric tons of carbon emissions and keeping 6M metric tons of devices out of landfills in 2024.

Positive

• Trade-in value increased 5% YoY to $4.5B
• Consumers trading in newer devices more frequently
• Strong consumer interest in AI-enabled devices could accelerate upgrade cycles
• Environmental impact: 1.8M metric tons of carbon emissions avoided

Negative

• None.

Insights

Financial Analyst

Assurant's latest mobile device trade-in report reveals emerging trends that could positively impact the company's core business model. The report shows U.S. consumers received $4.5 billion in trade-in value during 2024, a 5% increase year-over-year, indicating growing consumer participation in the secondary device market where Assurant is a key service provider.

Particularly noteworthy is the shift in consumer behavior following AI-enabled device launches. The average age of traded Samsung devices decreased from 3.67 years in Q1 to 3.38 years in Q3 after the Galaxy 24 release, while iPhone trade-in age dropped from 3.78 years in Q2 to 3.63 years in Q4 following the iPhone 16 launch. This acceleration in the upgrade cycle is strategically significant for Assurant's business model, which benefits from both device protection services and trade-in program management.

The shift toward trading in newer devices (iPhone 13 surpassing iPhone 11 in the second half of 2024) suggests consumers are prioritizing advanced features like AI, potentially creating a more active upgrade market. With nearly half of consumers expecting AI features in their next smartphone purchase and 11% recently upgrading (plus 16% planning to upgrade within six months), Assurant is well-positioned to capitalize on increased transaction volume in its protection and trade-in services.

For investors, this trend could translate to higher service revenue as Assurant processes more devices through its trade-in programs and issues more protection plans on new AI-enabled devices. The company's environmental initiatives, including Carbon IQ, also align with growing consumer and regulatory focus on sustainability, potentially strengthening Assurant's market position in the device lifecycle management space.

Decreasing Age of Trade-in Devices in Second Half of 2024 Coincides with Launch of Next-Gen AI-Enabled Devices

ATLANTA--(BUSINESS WIRE)-- Assurant, Inc. (NYSE: AIZ), a premier global protection company that safeguards and services connected devices, homes, and automobiles in partnership with the world’s leading brands, today released its Assurant 2024 Mobile Trade-in and Upgrade Industry Trends Report, which tracks the evolution of the secondary device market. The report suggests that AI is potentially emerging as a higher priority in consumers’ decisions to upgrade devices in 2025, as newer devices became the top turned-in devices in the second half of 2024.

According to the report, which incorporates data from Assurant’s Device IQ analytics platform, as well as broader industry insights, consumers who turned in their devices in 2024 received greater value from trade-in programs, with U.S. consumers receiving a total of $4.5 billion in value. This represents a 5% increase over 2023.

In the first quarter, the data showed that consumers were holding onto their devices longer than the previous quarter, with the average age of turned-in devices exceeding 3.6 years. There was then a shift in Android device age after the launch of Samsung’s Galaxy 24 going from 3.67 years in the first quarter to 3.38 in the third quarter. Similarly, the average age of Apple iPhones reached 3.78 years in the second quarter and declined to 3.63 years in the fourth quarter on the launch of the iPhone 16. This reduction in average age that coincides with the launches of AI-enabled devices could indicate “early adopters” turning in newer generation 5G devices for the latest AI-enabled smartphones.

Upgrade Trends for 2024:

• Shift in most-turned in devices – While the iPhone 11 remained the most frequently turned in device from trade-in and upgrade programs overall in 2024, it was overtaken in the second half of the year by the iPhone 13.
• Galaxy S21 remains top Android device – For the second consecutive year, the Samsung Galaxy S21 was the most turned in Android device. However, the Galaxy S22 Ultra 5G moved to the second most turned-in Android device for the year and the top Android model turned in during the second half.

“At the beginning of 2024, consumers prioritized getting the most out of their existing devices, but with major advancements in AI, and trends we are seeing in terms of device age towards the end of the year, that may be shifting,” said Biju Nair, president, Global Connected Living and International at Assurant. “Though it is still too early to tell, as AI starts to deliver meaningful capabilities and more devices become available, we may see more consumers trading-in their newer 5G smartphones to take advantage of emerging AI-enabled capabilities.”

Assurant’s own Connected Consumer Trend Report reveals that nearly half of U.S. consumers expect their next smartphone to support AI features, services, and tools, with roughly 20% considering AI to be “very important” to their purchase decision. With nearly 11% of U.S. consumers reporting a recent upgrade and approximately 16% planning to upgrade within the next six months, by midyear one-third of U.S. consumers expect to own an AI-enabled device. When data from Assurant’s Connected Consumer Trend Report research is combined with the notable decline in the average age of Apple and Android devices turned in through trade-in and upgrade programs towards the latter half of the year, the data suggest that demand for the new generation of AI-enabled devices could accelerate upgrade cycles.

In addition to the financial benefit for consumers, for every device that is reused in lieu of a new device manufactured, there is a positive impact on the environment. Using estimates from Assurant Carbon IQ℠, an Assurant solution that provides insights on the carbon impact of individual connected devices, approximately 1.8M metric tons of carbon emissions have been avoided because of trade-in and upgrade programs in 2024. Furthermore, approximately 6M metric tons of devices were kept out of landfills.

The Assurant 2024 Annual and Q4 Mobile Trade-in and Upgrade Industry Trends Reports are available for download here.

About Assurant

Assurant, Inc. (NYSE: AIZ) is a premier global protection company that partners with the world’s leading brands to safeguard and service connected devices, homes, and automobiles. As a Fortune 500 company operating in 21 countries, Assurant leverages data-driven technology solutions to provide exceptional customer experiences.

Learn more at assurant.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250303778769/en/

Media Contact:

Louis Masses

Director, Connected Living Communications

louis.masses@assurant.com

Source: Assurant, Inc.

FAQ

How much did consumers receive in trade-in value for mobile devices in 2024?

U.S. consumers received $4.5 billion in trade-in value during 2024, representing a 5% increase compared to 2023.

What was the most traded-in smartphone model for AIZ's program in 2024?

While the iPhone 11 was the most traded-in device overall in 2024, the iPhone 13 became the most frequently traded device in the second half of the year.

How did AIZ's trade-in program impact environmental sustainability in 2024?

The program helped avoid 1.8M metric tons of carbon emissions and prevented 6M metric tons of devices from entering landfills.

What is the average age of traded-in devices according to AIZ's 2024 report?

Android devices decreased from 3.67 years in Q1 to 3.38 years in Q3, while iPhones dropped from 3.78 years in Q2 to 3.63 years in Q4 2024.

How many U.S. consumers plan to upgrade to AI-enabled devices according to AIZ's report?

Nearly 11% recently upgraded and 16% plan to upgrade within six months, with approximately one-third of U.S. consumers expected to own an AI-enabled device by midyear.