DatapodsInsights

Age Profile of Secondhand Platform Visitors

Results as of

Review Jan 2025 – Aug 2026: Momox and rebuy visitors skew 35+ years old, under-indexing 18–24s — while Vinted over-indexes young adults versus the online baseline

Age Profile of Secondhand Platform VisitorsGrouped bar or heatmap chart showing an age-group composition index (visitor share divided by online-population baseline share) for four German secondhand platforms — Vinted, Kleinanzeigen, rebuy, and momox — across five age brackets (18–24, 25–34, 35–44, 45–54, 55+), covering January 2025 to August 2026. Values above 100 indicate over-representation; below 100 indicate under-representation.Grouped bar or heatmap chart showing an age-group composition index (visitor share divided by online-population baseline share) for four German secondhand platforms — Vinted, Kleinanzeigen, rebuy, and momox — across five age brackets (18–24, 25–34, 35–44, 45–54, 55+), covering January 2025 to August 2026. Values above 100 indicate over-representation; below 100 indicate under-representation.
Grouped bar or heatmap chart showing an age-group composition index (visitor share divided by online-population baseline share) for four German secondhand platforms — Vinted, Kleinanzeigen, rebuy, and momox — across five age brackets (18–24, 25–34, 35–44, 45–54, 55+), covering January 2025 to August 2026. Values above 100 indicate over-representation; below 100 indicate under-representation.
Info
Sample size
n = 24,054
Data date
Jan 2025 – Aug 2026
Segment
16-24, 25-34, 35-44, 45-54, 55+
Platform
Browsing
Market
Germany

Analysis

The age composition of each platform's visitor base diverges sharply from the others: momox and rebuy draw a disproportionately older audience (35+) relative to the general German online population, while Vinted over-represents younger adults, especially the 18–34 cohort.

Youth drives Vinted; media and electronics attract older buyers

Vinted's young skew aligns with wider research on secondhand shopping in Germany: Generation Z accounts for a large share of C2C fashion resale volume, and Millennials show the highest overall secondhand participation rates. Conversely, rebuy and momox specialize in electronics, media, and books — product categories that resonate more with older consumers who accumulated physical media collections or are trading in legacy devices. For marketers, the age split has direct implications: Vinted is one of the most effective channels to reach 18–34 German online shoppers in a commerce context, while rebuy's 35+ skew makes it a strong vehicle for reaching mid-life consumers in the refurbished-electronics category. The German recommerce market shows older segments as the fastest-growing buyer group, suggesting rebuy and momox have structural tailwinds even as their platforms trend older.

This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.

Methodology

Age composition is expressed as an index: the share of each age group among a platform's visitors divided by the same age group's share among all browsing-active German adults in the panel. An index above 100 means over-representation; below 100 means under-representation. Age groups follow Mikrozensus-aligned brackets: 18–24, 25–34, 35–44, 45–54, and 55+. The observation window is January 2025 to August 2026.

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