Online drives luxury goods sales

by Hayley Pinkerfield, Revolution UK 19-Feb-08, 11:00

LONDON - The internet is a key driver in premium and luxury goods sales, and can be as influential as magazines and television advertising to premium consumers.

The findings come from joint research by the IAB and design magazine Wallpaper.

More than 1,000 respondents said that online advertising was the most influential in encouraging luxury goods purchase.

Of the premium luxury consumers, 72 per cent purchased goods as a result of seeing an internet advert, followed closely by magazines (70 per cent) and television (62 per cent), emphasising the need for further integration in luxury goods campaigns.

The research also shows that luxury consumers spend more time online than with any other media, often researching on the internet even if they then purchase in-store or buy mail order.

Respondents spend more hours online (25.4 hours) than watching television (13.2), listening to radio (10.1) or reading magazines (5.7) and newspapers (6.4).

When looking for information, 75 per cent of respondents said the internet is the first place they go.

Combined, the internet, press and television are the most effective advertising media reach and influence these consumers.

"Premium online luxury consumers are the heaviest media users of all luxury consumers. They are ferocious users of the internet and there is a huge opportunity for savvy luxury brands to talk directly to their potential customers via their favourite websites," said Gord Ray, Wallpaper's publishing director.

IAB/Wallpaper surveyed 1,007 respondents aged 25-64, with a personal gross salary of £40,000+ a year, who had been identified as luxury consumers.

Comments

Michael Barrett - 19/02/2008

Dear Editor, I'd be interested to know how the survey was carried out. If it was an web-based survey, surely this would result in more internet-biased findings, wouldn't it? Kind regards.

Kay Mc - 25/03/2008

Hi there, it was a panel survey conducted with 1,007 people who were recruited from GMIs pool of nearly 400,000. The criteria relating to internet usage identified people who used the internet a minimum of twice a week, so while the panellists do answer the Qs via the internet, they're not necessarily what you'd call "high users". Cheers, Kay