# Age Profile of Secondhand Platform Visitors

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

**Period:** Jan 2025 – Aug 2026  
**Market:** DE  
**Data status:** final  
**Data as of:** 2026-09-03T18:02:58.75419+00:00  
**Sample size:** n = 24,054  
**Source:** [https://www.datapods.app/en/insights/consumption/retail/secondhand-platform-age-profile-germany-2025-2026](https://www.datapods.app/en/insights/consumption/retail/secondhand-platform-age-profile-germany-2025-2026)

## Segments

- **Years:** 2025–2026
- **Platform:** browsing
- **Age groups:** 16-24, 25-34, 35-44, 45-54, 55+

## Summary

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.

## Chart

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.

## 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.

## Citation

Datapods (2026-09-03). *Age Profile of Secondhand Platform Visitors*. Datapods Insights. https://www.datapods.app/en/insights/consumption/retail/secondhand-platform-age-profile-germany-2025-2026

## About Datapods

Datapods is a behavioral consumer-data platform. The Insights library publishes free, citable statistics derived from a panel of 25,000+ opted-in participants in Germany: observed real behavior (transactions, browsing, media), not surveys. All data is processed within the EU and is GDPR-compliant.

For brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands, see [https://www.datapods.app/en](https://www.datapods.app/en).