The Observatory, conducted by BVA Doxa for Subito, confirms Veneto as one of the most active regions in the second-hand or Second Hand Economy market, with 67% of Venetians habitually buying and selling used products
The buying and selling of used cars is routinely practiced by 67% of Venetians and generated a turnover of 2.3 billion euros in 2023
Approximately 62% of the total economic value is generated by online purchases and sales
Among the reasons that pushed Venetians to buy second hand are saving, the desire to contribute to a sustainable economy and reduce waste
In Veneto the average profit for those who sold was 881 euros
The most purchased and sold categories in the region are Home & Personal, Sports & Hobbies and Electronics
Milan, 17 June 2024 – Second hand is an increasingly consolidated behavior in the consumption habits of Italians, who practice it with pride and awareness as a sustainable and circular choice, as well as trendy. The Second Hand Economy Observatory conducted by BVA Doxa for Subito[1]now in its tenth edition, shows through the results of the 2023 survey the transition of the buying and selling of used cars from a minority and functional behavior to a truly consolidated trend.
The Second Hand Economy Observatory, in addition to showing growing results at a national level in relation to all the main parameters analyzed which confirm this type of purchase as top of mind behavior for 61% of those who practice it, has analyzed the approach to second hand at a regional level.
Among the most virtuous regions, Veneto stands out which not only confirms the growth of this trend, but stands out among the regions with the greatest number of second hand lovers; as many as 67% of respondents habitually practice it, generating a turnover of 2.3 billion euros (compared to 26 billion euros at a national level) which makes Veneto the third region in Italy in terms of value generated behind Lombardy at first place and Campania and Lazio tied for second.
Motivational drivers
Second hand is now in all respects a habitual consumption behavior for the Venetians who not only appreciate the opportunity to save and earn, but who are now increasingly sensitive to the issue of sustainability and waste reduction.
The Observatory also investigated the motivational drivers that led Venetians to buy and sell second-hand goods.
Among those who purchased second hand, 55% declared they did so mainly to save money (compared to 57% of the national figure); 46% of those interviewed consider this habit to be a smart way of doing a sustainable economy; while 38% because they believe in the reuse of objects and the reduction of waste.
Among those who have sold, however, the main motivations are: “to get rid of objects that I no longer use” (77%), “because I believe in reusing objects and I want to reduce waste” (35%) and “to make money” ( 36%).
The average profit for those who sold was 881 euros, higher than the national figure which stands at €850, demonstrating how second hand can be a true ally in the family budget. In particular, the average savings perceived compared to a new product is 39%.
Venetians prefer to sell and buy online
Confirming the fact that even second hand is increasingly moving towards an e-commerce like experience, we note the growth in the online dimension of the pre-loved market, which today, in Veneto, generates 62% of the overall economic value, or €1.4 billion. This trend is reflected in a very wide gap between those who used the online channel compared to offline both for sales (73% online vs. 39% offline) and for purchases (81% online vs. 51% offline ).
What is bought and what is sold online
Focusing on the online dimension and observing the most popular categories by number of purchases, the categories where people buy the most online are: Home & Personal, Sports & Hobbies, Electronics, Vehicles. In the top 3 of the most purchased products online we find: Clothing and accessories, IT and Furnishings and housewares, Sports.
Very similar photography also for online sales, where we find: Home & Person, Sports & Hobbies, Electronics, Vehicles. The top three best-selling products online are: Clothing and accessories, Books and magazines, Everything for children and Furnishings and housewares.
Source Second Hand Economy Observatory 2023 by BVA Doxa for Subito, carried out in March 2024 on a representative sample of the Italian population with CATI (1001) and CAWI (1002) interviews.
