Currys has launched a new campaign to encourage more consumers to recycle unwanted technology, as research shows a third of Britons are still holding onto their first-ever mobile phone.

Dubbed Track the Tech, the initiative has been designed to show what happens to devices after they are handed in for recycling or trade-in.

The video follows products through the retailer’s recycling and refurbishment process, from secure data wiping to refurbishment, parts harvesting and recycling, to reassure customers that devices are handled safely and responsibly.

The campaign comes as research conducted by the electrical retailer found households across the UK are collectively storing around 880 million unused tech items. This is equivalent to an average of 30 devices per home.

Currys said mobile phones are among the most commonly hoarded gadgets, with four in five people keeping at least one unused handset. Additionally, one in three still owning their first mobile phone, of those a quarter are old Nokia devices.

While awareness of e-waste issues appears relatively high, the study found only a third of respondents had recycled any technology in the past year. More than four-fifths (81 per cent) were aware that batteries disposed of in household waste can cause fires, while 77 per cent understood that recycling helps reduce demand for newly mined raw materials.

The research also pointed to growing interest in refurbished technology. Four in 10 consumers have purchased refurbished products, although adoption is higher among younger shoppers, with half of 18 to 34-year-olds having bought refurbished compared with 29 per cent of those aged over 55.

Behind the initiative is Currys’ repair and recycling operation in Newark, Nottinghamshire, where the retailer processed 5.5 million items of e-waste for reuse and recycling last year. The company said it also offers trade-in and Cash for Trash schemes, alongside a range of refurbished products sold online and in stores.

Curry’s chief people, communications and sustainability officer Paula Coughlan said: “People understand why recycling tech matters, but too often, that’s where it stops. Track the Tech shows exactly what happens once a device is dropped off in-store – as it enters the Currys network and is placed in the hands of our tech experts.

“The film gives customers confidence that their data is secure and that their devices are put to good use. Our ambition is to give tech its longest life, making it simple, secure, worthwhile and reassuring for customers to pass it on.”

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