More than 9 in 10 luxury buyers search for information prior to making a purchase, according to [PDF] a study conducted by Google and Ipsos across 9 markets. The research indicates that online research is more popular among respondents in fast-growing luxury markets such as Brazil and China than in traditional luxury markets such as France, the US, and Germany, where the average age of buyers is older. Roughly half of the information sources checked overall are online.
The survey was conducted among luxury purchasers (at least 2 luxury purchases in the past 2year in apparel/accessories and jewelry/watches) aged 25-65 with high household income levels that tended to be in the top 5-8% of each market’s households. Read the rest at MarketingCharts.
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