According to data from Canela’s “Report on technology device purchase motivations among Spanish consumers”, one in six shoppers prioritize brands that demonstrate a clear commitment to sustainability.
In addition, the study reveals that almost half of technology consumers have opted for refurbished products at some point and more than 90% of them would recommend this option.
Canela, the Iberian communications agency, has launched the Report on the Purchase Motivations for Tech Devices Among Spanish Consumers. Based on surveys conducted with real buyers and interviews with experts in communication and journalism, this study explores the key factors influencing technology purchasing decisions in Spain.
One in six Spaniards prioritizes sustainability when buying technology
One of the main findings of the report is that consumers are taking greater responsibility for the environment. According to the results, one in six buyers prioritizes brands that demonstrate a clear commitment to sustainability. This interest spans generations, from Gen Z to Baby Boomers, reflecting an intergenerational awareness of environmental issues.
In line with this, the study also highlights the rise of refurbished products. Nearly half of respondents have purchased refurbished items at some point, and more than 90% of those who have bought these products would recommend this option. This trend underscores the growing shift toward responsible and sustainable consumption in the tech sector.
When it comes to replacing devices, the report reveals a trend toward durability and extended use of technological devices. Fewer than 8% of Spaniards replace their smartphones within two years, while 85% of users wait more than five years to replace their televisions.

The dominance of online platforms for researching and purchasing tech devices
When seeking information about tech products, YouTube emerges as the preferred platform. Nearly 80% of respondents use this platform to watch reviews and gather recommendations before making a purchase. Despite this, the data shows that recommendations from friends, family, and acquaintances are trusted more than those from tech influencers.
On the topic of online platforms, most Spaniards prefer to purchase their tech products through sites like Amazon. However, this trend differs among those aged 59 and older, with 56% of them opting for physical department stores instead.
These are just a few of the insights from Canela’s report, which not only provides a comprehensive overview of the motivations and behaviors of tech consumers in Spain but also includes opinions from industry experts and journalists. As a result, companies can gain key insights to refine their communication strategies and connect more effectively with their audiences.
Click here to download the full report.