The Cell Phone Recycling Problem

According to The Secret Life of Cell Phones, the reason most North Americans throw their cell phones away is because they are unaware of cell phone recycling programs. I don't see how this is possible-- for years I've seen publicity about old/reused cell phones for battered women's shelters.

I don't believe ignorance of recycling programs keeps people from recycling-- I think there are a number of factors not being considered here:

1. if the phone still works, people will hang on to it as a backup, or give it to a friend/family member.
2. people are worried about removing all their personal data from the phone.
3. people aren't completely certain the cell phones are really being recycled, as opposed to just throw away after we turn around and leave.
4. people don't want to be ridiculed by cell phone store staff. Yes, we KNOW it's an old phone-- that's why we are bringing it back to get it recycled. If it were a new/trendy phone, we'd still be using it now, wouldn't we?