Second-Hand App Install Share by Gender in Germany — Q1 2026

Analysis

Vinted's 11.7-percentage-point female lead is not just the largest of the four apps — it is also structurally meaningful: it directly reflects Vinted's historical roots in women's and children's fashion, which remain its strongest categories. Momox shows the same female direction but at a smaller scale (+3.8pp), consistent with its fashion resale arm. Kleinanzeigen (+2.5pp) and Rebuy (+0.3pp) are near-balanced, matching their broader general-goods positioning.

Fashion roots explain the female skew

Core fashion continued to strengthen with strong performance in women's and kids' clothing at Vinted in 2025, reinforcing the category mix that underlies this gender gap. The skew is not merely a demographic curiosity: the main drivers for second-hand are growing awareness of Nachhaltigkeit and attractive prices, and sustainability as a purchasing criterion resonates more strongly with women in Germany — ecological resource conservation is cited as important by markedly more women than men. Kleinanzeigen's near-balance reflects its diverse inventory spanning cars, real estate, electronics and household goods — categories with broader gender distribution. Rebuy's balanced split aligns with its core positioning in electronics and media resale, which skew towards mixed audiences. Vinted's age-uniform reach across both genders is examined in the age breakdown.

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