In Italy, Swappie, the European leader in iPhone reconditioning, has partnered with BVA Doxa to identify four distinct groups of consumers that represent different aspects of the technological landscape. The first group, known as “Eco-practices,” consists mainly of women aged 45-64 from Northern Italy who are environmentally conscious and focus on living a balanced life. Despite having moderate motivation towards sustainability, this group embraces eco-friendly practices and conscious spending behaviors.
The second group, “Green dreamers,” is made up of mainly women over 55 from Central Italy who are enthusiastic about the environment and passionate about reducing energy consumption through reconditioned products and smart technologies. This group represents a strong ecological fervor within the technological sector and leads a lifestyle that includes eco-friendly practices and conscious spending behaviors.
The third cluster is a mix of young men and women aged 18-34 from Central and Southern Italy who are well educated and passionate about new technologies. This group, known as the “Technological” cluster, is always eager to try out the latest innovations on the market while also adopting eco-friendly behaviors to support sustainability.
Finally, the fourth group, known as the “Indifferent” group, consists mainly of young adults aged 25-34 from Central Italy who show apathy towards both technological innovations and sustainable practices. This group reflects a lack of interest in making conscious consumption choices, leading to unaware and disengaged behaviors.
Overall, these four groups highlight the diverse ways in which consumers approach technology in Italy and their varying levels of concern for sustainability.