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. L’Second Hand Economy Observatory conducted by BVA Doxa for Subito[1], reached his tenth edition, shows, through the results of the 2023 survey, the transition in the buying and selling of used vehicles from 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; well67% of respondents practice it regularly, generating a turnover of 2.3 billion euros (compared to the 26 billion euros at national level) that Veneto makes the third region in Italy in terms of value generated behind Lombardy in 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% said they did it mainly to save money (compared to 57% of the national figure); 46% of those interviewed consider this habit to be an intelligent way of doing a sustainable economy; while 38% because they believe in the reuse of objects and the reduction of waste.
Among those who sold, however, the main reasons 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 of the online dimension of the pre-loved market, which today, in Veneto, generates the 62% of the total 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 size online and observing the most attended categories by number of purchases, the categories where you buy more online are:
- Home&Person – 60%
- Sports & Hobbies – 58%
- Electronics – 45%
- Vehicles – 25%
In the top 3 of most purchased products online we find:
- Clothing and accessories – 24%
- IT and Furnishings and housewares – 23%
- Sports – 18%
Very similar photography also for the online sellingwhere we find:
- Home&Person – 66%
- Sports & Hobbies – 40%
- Electronics – 31%
- Vehicles – 13%
The first three best-selling products online instead they are:
- Clothing and accessories – 37%
- Books and Magazines – 20%
- Everything for children and Furnishings and housewares – 16%
