Promoting luxury goods online
- Tuesday, 1 April 2008
An increasing number of luxury goods purchases are being made on the back of online advertising, according to research carried out by the iab and design magazine Wallpaper.
The joint research project found that 72% of consumers who purchased premium luxury goods did so as a result of seeing an internet ad. The findings suggests online advertising is as effective as other media in terms of promoting luxury goods.
The report also discovered that 70% of people who purchase premium luxury goods did so after seeing advertising in a magazine and 62% did so after watching a TV ad.
Key findings:
Premium luxury consumers spend more hours online than watching television
Respondents made the majority of their luxury purchases online rather than in shops or by direct mail
The internet and word of mouth are the most important factors when researching luxury goods
Source: Media Week 19 - 26 February