Original research · September 2026

The Ownich Ownership Report 2026

How UK consumers manage proof of ownership — and why the current system is failing them at the point of resale.

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PublishedSeptember 2026

Sample size315 UK consumers

TypeOriginal Research

Key findings at a glance

36%

have bought a fake, stolen, or misrepresented second-hand item

63%

say proof of ownership is very or extremely important when buying second-hand

17.7%

have lost money on a resale because they couldn't prove authenticity

83%

would be likely or very likely to use a digital ownership platform

70%

say a verified authenticity certificate is the top confidence builder when buying second-hand

67%

would pay more, or are open to paying, for a certificate that helps achieve a higher resale price

Source: Ownich UK Consumer Ownership Study 2026. Online survey of 315 UK adults; participants recruited through Prolific.

Why we ran this research

Ownership is one of the most fundamental concepts in commerce. Yet the infrastructure that supports it — receipts, certificates, warranties, and purchase records — has barely changed in decades.

We surveyed 315 UK consumers to understand how they currently manage proof of ownership, what happens when they try to resell, and what they actually want from a modern ownership record.

The findings make a clear case for a digital ownership layer — not as a luxury feature, but as basic consumer infrastructure.

Methodology

Online survey of 315 UK adults; participants recruited through Prolific. Screened to ensure they had purchased at least one item valued over £50 in the past 12 months. 18 questions covering ownership proof, resale experience, willingness to pay, and business asset tracking.

Source: Ownich UK Consumer Ownership Study 2026. Online survey of 315 UK adults; participants recruited through Prolific.

Who we surveyed

315 approved participants recruited via Prolific. Panel data provides age, sex, and ethnicity for all respondents. Income and consumer self-type were collected via the survey screener. Employment data covers 274 participants (41 records expired per Prolific's data-retention policy).

Age distribution

18–24

11.1%n=35

25–34

16.8%n=53

35–44

16.5%n=52

45–54

16.8%n=53

55–64

27.9%n=88

65+

10.8%n=34

Median age 47, mean 46. The 55–64 cohort is the largest single group (27.9%), reflecting Prolific's UK panel composition. The 25–44 bracket accounts for 33.3% combined — a key resale-active demographic. Age range: 18–81.

Sex

Female

51.7%n=163

Male

48.3%n=152

The sample is near-evenly split: 51.7% female, 48.3% male — broadly representative of the UK adult population and consistent with Prolific's panel composition.

Ethnicity

White

81.6%n=257

Asian

7.9%n=25

Other

3.8%n=12

Black

3.5%n=11

Mixed

3.2%n=10

81.6% of participants identified as White, broadly consistent with the UK Census (81.7% White in England and Wales, 2021). Asian participants represent 7.9%, Black 3.5%, Mixed 3.2%, and Other 3.8%.

Employment status

n=274; 41 records expired per Prolific's data-retention policy.

Full-time

44.2%n=121

Not in paid work

21.9%n=60

Part-time

19.0%n=52

Other

7.7%n=21

Unemployed

6.9%n=19

Starting new job

0.4%n=1

44.2% are in full-time employment, with a further 19.0% part-time — a combined 63.2% in paid work. The 21.9% not in paid work (retired, homemakers, or disabled) reflects the older skew of the panel.

Household income

Under £20,000

6.3%n=19

£20,000–£34,999

21.7%n=65

£35,000–£54,999

21.7%n=65

£55,000–£74,999

20.7%n=62

£75,000 or more

24.3%n=73

Prefer not to say

5.0%n=15

Income is broadly distributed across the middle and upper bands. The £75k+ group is the largest single band (24.3%), suggesting the sample skews slightly affluent — consistent with Prolific's UK panel and with the target market for high-value item ownership.

Consumer self-type

Mainstream (adopts once proven)

65.0%n=195

Early adopter

18.3%n=55

Late adopter

15.0%n=45

Not sure

1.3%n=4

65% identify as mainstream consumers — the critical mass Ownich must win to scale. Early adopters (18.3%) are the highest-converting segment: 58.2% are willing to pay vs 36.9% of mainstream consumers.

How often respondents buy or sell second-hand

Weekly10.7%

n=32

Monthly28.0%

n=84

A few times a year45.3%

n=136

Once a year or less15.0%

n=45

Never0.7%

n=2

38.7% transact monthly or more frequently — a highly active resale audience. Only 0.7% have never bought or sold second-hand, confirming the screener successfully filtered for relevant participants.

Age breakdown: key outcomes

18–24 (n=35) and 65+ (n=34) cells marked — treat as directional only.

Age	n	Bought fake	Lost money	Likely to use	Willing to pay	Proof important
18–24	35	—	—	—	—	—
25–34	53	26.0%	28.0%	88.0%	38.0%	60.0%
35–44	52	44.9%	16.3%	89.8%	49.0%	63.3%
45–54	53	42.9%	20.4%	73.5%	32.7%	53.1%
55–64	88	35.6%	13.8%	79.3%	44.8%	66.7%
65+	34	—	—	—	—	—

35–44 year-olds are the most defrauded age group: 44.9% have bought a fake or misrepresented item — the highest rate across all cohorts.

35–44 are also the most willing to pay: 49.0% positive payment intent, vs 32.7% for 45–54 — the lowest of any measured cohort.

25–34 year-olds have the highest resale loss rate (28.0%) — nearly double the 55–64 rate (13.8%). Younger consumers are disproportionately exposed to resale fraud.

Platform adoption intent is highest among 35–44 (89.8%) and 25–34 (88.0%) — the core digital-native resale audience.

55–64 year-olds show the strongest view that proof of ownership is important (66.7% very/extremely) — suggesting older consumers are more risk-aware, even if less likely to pay.

Income breakdown: willingness to pay

Under £20k (n=19) and £20–34k (n=65) cells omitted from cross-tab for brevity; Prefer not to say (n=15) excluded.

Income band	n	Willing to pay	Resale framing uplift
£35,000–£54,999	65	44.6%	76.9%
£55,000–£74,999	62	54.8%	79.0%
£75,000 or more	73	43.8%	61.6%

The £55,000–£74,999 band shows the highest baseline willingness to pay (54.8%) — suggesting mid-to-upper income consumers are the primary paying segment.

Interestingly, the highest earners (£75k+) show lower willingness to pay (43.8%) but also the lowest resale value uplift response (61.6%) — suggesting price sensitivity is not the barrier; perceived necessity may be.

The resale value framing drives the strongest uplift in the £55–74k band (79.0%), making it the most responsive segment to 'sell for more' messaging.

Research findings

Have you ever struggled to prove you owned something when trying to resell it?

Most consumers have never been tested — but the minority who have paid a real price

69.7% of respondents have never struggled to prove ownership. But 20.6% have — and for them, the consequences are real: lost sales, lower prices, and eroded trust.

15.3% have struggled to prove ownership once; 5.3% have faced this more than once.

9.7% were unsure — suggesting a latent awareness of the risk even among those who haven't yet encountered it.

The 20.6% who have struggled represent a significant addressable market of consumers who have already felt the pain point first-hand.

Implication

The problem is concentrated but acute. Ownich's value proposition is strongest for active resellers and collectors — the segment most likely to have already experienced the gap.

Have you ever lost money on a resale because you couldn't prove the item was authentic or yours?

1 in 6 consumers has lost money because they couldn't prove authenticity

17.7% of respondents have lost money on a resale due to an inability to prove authenticity or ownership — a direct, quantifiable cost of the current system's failure.

78% have not lost money, but 17.7% have — a rate that compounds across millions of second-hand transactions annually.

4.3% have never attempted to resell, representing a segment that may be deterred from the second-hand market entirely.

The financial loss is a powerful motivator: consumers who have experienced it are the most likely early adopters of a digital certificate solution.

Implication

Ownich's resale value proposition — 'sell faster, sell for more' — is validated by real consumer experience. This stat is a compelling headline for acquisition campaigns targeting active resellers.

Have you ever unknowingly bought a fake, stolen, or misrepresented second-hand item?

Over a third of consumers have been defrauded in the second-hand market

36.3% of respondents have knowingly bought a fake, stolen, or misrepresented item — and a further 7.3% are unsure, suggesting the true rate may be higher.

36.3% confirmed they had bought a fraudulent or misrepresented item — a striking rate that underscores the scale of trust failure in second-hand commerce.

7.3% were unsure, meaning the combined 'affected or uncertain' rate is 43.6%.

Only 56.3% are confident they have never been defrauded — a majority, but a slim one.

Implication

The buyer-side problem is as significant as the seller-side problem. Ownich's verification and trust engine addresses both ends of the transaction, making it relevant to the full second-hand market.

How important is proof of ownership when buying a second-hand item?

63% say proof of ownership is very or extremely important

63.7% of consumers rate proof of ownership as 'very important' or 'extremely important' when buying second-hand. Only 15.7% consider it unimportant.

35% said 'very important'; 28.7% said 'extremely important' — the two highest ratings account for nearly two-thirds of all responses.

20.7% said 'somewhat important', bringing the total who consider it at least somewhat important to 84.4%.

Only 3.7% said 'not important at all' — a negligible minority.

Implication

There is near-universal recognition that proof of ownership matters. The market is primed for a solution — the question is which format consumers trust most.

What would make you more confident buying a second-hand item?

Verified authenticity certificates beat all other confidence signals

70.3% of consumers said a verified authenticity certificate would make them more confident buying second-hand — the single most powerful confidence builder, ahead of receipts and seller verification.

70.3% — verified authenticity certificate (top answer)

69% — original purchase receipt

64.3% — proof the seller is the legitimate owner

42.3% — full ownership transfer history

35.3% — independent valuation

Only 2.7% said none of the above would help — confirming near-universal demand for trust signals.

Implication

Ownich's certificate is the single most desired trust signal in the second-hand market. The product directly addresses the top consumer need.

Do you currently keep digital records of your valuable items?

Only 14.7% keep detailed digital records — the majority are flying blind

85.3% of consumers either keep no digital records, keep them only informally, or have never thought about it. The infrastructure gap is enormous.

44.7% keep records informally — photos, notes, or spreadsheets — with no structured system.

29.7% keep no records at all.

10.7% have never thought about it.

Only 14.7% keep detailed, structured digital records of their valuables.

Implication

The market is massively underserved. Ownich is not competing with an existing solution — it is creating the category for the 85% who have no structured ownership record.

How likely would you be to use a platform that lets you register and certify your items?

83% would be likely to use a digital ownership platform

83% of consumers said they would be 'somewhat', 'very', or 'extremely' likely to use a platform that lets them register and certify their items. Only 3.3% said 'not at all likely'.

41% — somewhat likely (the largest single group)

30.7% — very likely

11.3% — extremely likely

13.3% — not very likely; 3.3% — not at all likely

Implication

The addressable market is large. 83% intent-to-use is an exceptionally strong signal for a pre-launch product category. Even converting 20% of 'somewhat likely' respondents represents a substantial user base.

Which categories of items would you most want to register?

Watches and jewellery lead — but electronics and art show strong demand too

Watches and jewellery top the list at 63%, followed by electronics (51%) and art or collectibles (42%). The category spread validates Ownich's multi-category approach.

63% — watches or jewellery

50.7% — electronics

42.3% — art or collectibles

36.7% — designer handbags or clothing

35.3% — vehicles or bicycles

15% — sneakers or streetwear; 14% — musical instruments

Implication

Watches, jewellery, and electronics represent the highest-value and highest-frequency resale categories. These should be the primary focus for category-specific marketing and partnerships.

Would you pay for a digital ownership certificate?

40.6% would pay; 35.3% are undecided — a strong conversion opportunity

34.3% said 'yes, probably' and 6.3% said 'yes, definitely' — a combined 40.6% positive intent. A further 35.3% are unsure, representing a large conversion opportunity.

40.6% combined positive intent to pay (34.3% probably + 6.3% definitely)

35.3% unsure — the largest single group, and the most important segment to convert

23.7% negative intent (17.7% probably not + 6% definitely not)

The resale incentive question (below) shows that framing payment around resale value significantly shifts intent.

Implication

The freemium model is validated. A free tier converts the 35.3% undecided; the resale value proposition converts the 40.6% who are already willing to pay.

What price point would you consider reasonable for a digital ownership certificate service?

43% would pay up to £2.99/month — validating the current pricing tier

43% of consumers would pay up to £2.99 per month for a digital ownership certificate service. 38.7% would only use a free service — validating the freemium model.

43% — up to £2.99 per month (the most popular paid tier)

38.7% — free only

15.3% — up to £4.99 per month

2.3% — up to £9.99 per month; 0.3% — more than £9.99

Implication

Ownich's pricing is well-calibrated to market expectations. The £2.99/month tier captures the largest paying segment; the free tier serves the 38.7% who need a lower barrier to entry.

Would you be more likely to pay if the certificate helped you achieve a higher resale price?

67% would pay when framed around resale value — a 26-point uplift

When payment is framed around achieving a higher resale price, 67% of consumers say they would be more likely to pay — a 26-point uplift over the baseline 40.6% willingness to pay.

46% — yes, probably

21% — yes, definitely

22% — not sure

Only 10.6% said probably not or definitely not

Implication

The resale value framing is the single most powerful conversion lever. Marketing that leads with 'sell for more' rather than 'prove ownership' will significantly outperform. This is the core message for paid acquisition.

Does your business manage physical assets that need tracking?

20% work for or run a business managing physical assets — with a significant tracking gap

20% of respondents work for or run a business that manages physical assets. Of those, 40% have no digital tracking system at all — a clear B2B opportunity.

14% work for a business managing physical assets; 6% run such a business.

Of the 20% with business asset management needs: 10.7% use basic tools (spreadsheets/notes); 7.3% have no system at all; 7.3% have a dedicated system.

74.3% said 'not applicable' — confirming the B2C market is the primary opportunity.

Implication

The B2B segment is real but secondary. The 40% of business users with no or basic tracking represents a clear upsell path from the B2C product — particularly for the Business plan.

What the data tells us

The second-hand market has a trust problem. Over a third of UK consumers have been defrauded, 1 in 6 has lost money on a resale, and 85% have no structured record of what they own. Yet 83% say they would use a platform that fixes this.

The data validates every core assumption behind Ownich: the problem is real, the demand is strong, the pricing is right, and the resale value framing is the most powerful conversion lever available.

The opportunity is not to convince consumers that ownership records matter — 84% already believe they do. The opportunity is to give them a tool that actually works.

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All statistics, market data, and figures referenced in this report are internal platform metrics and third-party estimates, unaudited, as of the date of publication. They have not been independently verified and should not be relied upon for investment, financial, or legal decisions.

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