歐洲奢侈品電子商務(wù)市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

INDUSTRIES

&

MARKETSLuxurye-commerceinEuropeCHAPTER

01OverviewRevenueoftheluxurygoodsmarketinEuropefrom2018to2028(inbillionU.S.dollars)RevenueoftheluxurygoodsindustryinEurope2018-2028140120133129125.2120.6115.7110.51008060402009593.9192.488.6579.9201820192020202120222023202420252026202720284Description:In2023,theluxurygoodsmarketinEuropewasforecasttogenerate110.5billionU.S.dollarsinrevenue.By2028,itisestimatedthatrevenueswillamountto133billionU.S.dollars.Findfurtherinformationconcerningtheluxurygoodsmarketbylookingatkeymarketindicatorsinvariouscountries.HereyoucanfinditsrevenuegrowthintheUnitedKingdomandrevenuegrowthinCentral&WesternEurope.ReadmoreNote(s):Europe;2018to2028Source(s):ConsumerMarketInsightsRevenuegrowthoftheluxurygoodsmarketinEuropefrom2019to2028RevenuegrowthofluxurygoodsinEurope2019-202830%24.6%25%20%15%10%5%17.5%4.7%4.2%3.8%2.8%3%3.1%0%-5%-5.6%2022-10%-15%-20%-15.9%2020201920212023202420252026202720285Description:TherevenuegrowthintheEuropeanluxurygoodssectorisestimatedtoreach24.6percentin2023,thehighestinthesurveyedtimeperiod.Therevenuegrowthisforecasttodecreaseto3.1percentin2027.Findfurtherinformationconcerningtheluxurygoodsmarketbylookingatkeymarketindicatorsinfurthercountries.HereyoucanfinditsrevenueinCentral&WesternEuropeandrevenuegrowthintheUnitedKingdom.ReadmoreNote(s):Europe;2018to2028Source(s):ConsumerMarketInsightsRevenueshareofluxuryconsumergoodsinEuropefrom2018to2027,bysaleschannelRevenueshareofluxurygoodsmarketinEurope2018-2027,bysaleschannelOffline14.4%Online100%9.4%90.6%201810.3%89.7%201913.2%15.4%15.2%14.5%15.9%16.2%16.7%90%80%70%60%50%40%30%20%10%0%86.8%202384.6%202084.8%202185.6%202285.5%2024*84.1%202583.8%202683.3%20276Description:In2023,theluxurygoodsmarketinEuropegenerateditsrevenuemainlyfromofflinesales.Thatyear,in-storepurchasesaccountedforanestimated86.8percentofthetotalrevenue.Onlinesaleswereestimatedtoaccountfor13.2percent.ConsumerMarketOutlookestimatesthatonlineluxurypurchaseswillcontinuetoriseandwillaccountfor16.7percentofthemarket'srevenueby2027.ReadmoreNote(s):Europe;2018to2027;*figuresareestimatesSource(s):ConsumerMarketInsightsPercentagechangeinthesalesvalueofprestigebeautyinselectedcountriesinEuropein2022,bydistributionchannelPrestigebeautysalesvaluechangeinselectedEuropeancountries2022GermanyFranceUnitedKingdomItalySpain100%80%60%40%20%0%78.5%63.6%38.2%29.3%20.5%19.9%-0.3%-20%-40%-12.9%-12.9%-16.8%BrickandmortarE-commerce7Description:FromJanuary2022toJune2022,salesofprestigebeautyproductsinbrickandmortarstoresinGermanyincreasedbyaround78.5percentcomparedtothesametimeframeintheprioryear.Inthatperiod,Italywastheonlycountrythatexperiencedanincreaseinonlineprestigebeautysales.ReadmoreNote(s):France,Germany,Italy,Spain,UnitedKingdom;2022;Year-to-dateJune2022*;*Comparedtothesameperiodin2021.ReadmoreSource(s):CosmeticaItalia;NPDGroupLeadingcountriesfortheonlineluxuryandjewelryindustryworldwidein2022,bytotaltrafficvolumeTopcountriesfortheonlineluxuryandjewelryindustryglobally2022,bytrafficTraffic

share

(%)Total

visits

(in

millions)1200Traffic

growth

YoY

(%)*UnitedStatesJapan19.6775.187.51431.79India6.876.545.854.444.123.463.243.11423.8116.1UnitedKingdomRussia403.47-1.8510.85-7.1360.82France273.53GermanyItaly254.22-1.7516.5629.4213.09VietnamPoland200.07191.759.738Description:In2022,thecountrywiththelargesttrafficsharefortheluxuryandjewelryindustrywastheUnitedStatesat19.67percent,andwithapproximately1.2billionvisitsintotal.InsecondplacewasJapanwithatrafficshareofsevenpercent,followedbyIndiaandtheUnitedKingdom(UK)at6.87and6.54percent,respectively.ReadmoreNote(s):Worldwide;2022;consumervisitsondesktopandmobilewebSource(s):SimilarWebCountrieswiththefastestgrowingonlineluxuryandjewelryindustriesworldwidein2022,bytotaltrafficvolumeFastestgrowingonlineluxuryandjewelrymarketsglobally2022,bytrafficTraffic

growth

YoY

(%)*Traffic

share

(%)Total

visits

(in

millions)200.07VietnamSpain29.419.33.241.583.466.870.893.197.25Italy16.5616.1213.09India423.81RepublicofKoreaTurkey11.3211.0510.859.7354.58191.18Russia5.853.112.121.91360.82Poland191.75AustraliaCanada9.1130.918.85118.059Description:In2022,thecountrywiththelargestyear-over-year(YoY)trafficgrowthintheonlineluxuryandjewelryindustrywasVietnamatnearly30percent,significantlymorethananyothercountry.SpainwasinsecondplacewithYoYgrowthof19.3percent,followedbyItalyandIndiawith16.56and16.1percent,respectively.ReadmoreNote(s):Worldwide;2022;consumervisitsondesktopandmobilewebSource(s):SimilarWebCHAPTER

02Leadingchannels&sitesLeadingpurchasechannelsforluxurygoodsinEuropein2023TopluxurypurchasechannelsinEurope202360%54%54%50%40%30%20%10%0%38%11%InaphysicalstoreOnlineviacomputerOnlineviamobileOnlineviatablet11Description:In2023,mostEuropeanluxuryshopperspreferredphysicalstores(brandedstores,departmentstores,duty-free,etc.)andcomputersfortheirluxurypurchases.Incomparison,around38percentofconsumersoptedtobuyluxurygoodsviamobiledevices,andonly11percentofthosesurveyedsaidtheypreferredtopurchaseviatablets.ReadmoreNote(s):Europe;March2023;3,210respondents;16-83years;channelsconsumershavepurchasedluxuryitemsinthelast12monthsSource(s):InternetRetailing;RetailXLeadingpurchasechannelsforluxurygoodsinFrancein2023TopluxurypurchasechannelsinFrance202350%45%40%35%30%25%20%15%10%5%43%29%28%5%0%In-storeComputerMobileTablet12Description:In2023,Frenchconsumersgaveinsightintowhichchannelstheyusetopurchaseluxuryproducts.Aroundfouroutoftenshoppersstatedtheystillprefertopurchasetheirluxuryproductsinphysicalstores.Almost30percentofconsumersusecomputerstopurchaseproductsonline,whilearound28percentusetheirmobilephonestoshopforluxurybrandsviatheinternet.ReadmoreNote(s):France;March2023;430respondents;16-77yearsSource(s):InternetRetailing;RetailXLeadingpurchasechannelsforluxurygoodsinGermanyin2022TopluxurypurchasechannelsinGermany202251%50%43%42%42%40%30%20%10%0%LuxurybrandstoreLargerauthorizeddealerstoresLuxurybrandonlineshopSecond-handonlineshop/pre-ownedplatforms13Description:LuxurybrandstoresarethemostpopularpurchasechannelamongGermanluxurygoodsbuyers,accordingtoasurveyconductedin2022.Overhalfoftherespondentspurchasedluxuryproductsthroughstoresofluxurybrands,whilearound42percentpurchasedluxuryproductsthroughluxurybrand'sonlinestores.Similarly,about42percentofGermanshoppersusedonlinesecond-handplatformstobuyluxuryitems.ReadmoreNote(s):Germany;2022;651respondents;18yearsandolderSource(s):CondéNast;WatchProMostpopularonlinestoresinthejewelryandwatchessegmentinFrancein2022,bye-commercenetsales(inmillionU.S.dollars)Jewelry&watches:top5onlinestoresinFrance2022,bynetsalesE-commercerevenueinmillionU.S.dollars010203040506056.436.721.9watchfinder.fr17.812.114Description:In2022,rankedasthemostpopularonlinestoreinthejewelryandwatchessegmentinFrance,sortedbyannualnete-commercesales.Thatyear,madearound56.4millionU.S.dollarsine-commercenetsalesinFrance.Hrankedsecond,withe-commercenetsalesofapproximately36.7millionU.S.dollars.ReadmoreNote(s):France;2022Source(s):ecommerceDB.comMostpopularonlinestoresinthejewelryandwatchessegmentinGermanyin2022,bye-commercenetsales(inmillionU.S.dollars)Jewelry&watches:top5onlinestoresinGermany2022,bynetsalesE-commercerevenueinmillionU.S.dollars020406080100120140160180christ.dechronext.de15573.945.445.431.815Description:InGermany,christ.derankedasthemostpopulare-commercesiteinthejewelryandwatchessegmentin2022.Atotalof155millionU.S.dollarswasgeneratedbychrist.de'se-commercesalesinGermanythatyear.?Chronext.deplacedsecond,?withe-commercesalesamountingtoapproximately73.9millionU.S.dollars.ReadmoreNote(s):Germany;2022Source(s):ecommerceDB.comMostpopularjewelryandwatche-commercesitesinItalyasofOctober2023,byuniquemonthlyvisitors(in1,000s)MostvisitedjewelryandwatchonlinestoresinItaly2023Averageuniquemonthlyvisitorsinthousands0100200300400500600700PandoraStroiliOroSwatch609.21494.54267.66BlueSpiritSwarovskiGioiaPuraCartier261.48260.51186.56154.06139.04128.36121.95CasioOmegaTiffanyCometeGioielliTissot96.7879.1271.1964.2862.74Orologio.itBreilHamilton16Description:AsofOctober2023,Pandorarankedasthemostpopularjewelryandwatche-commercewebsiteinItaly.ThePandoraonlinestorerakedinover600,000monthlyuniquevisitors.Withnearlyhalfamillionmonthlyvisitors,StroiliOrocameinsecond,followedbySwatchwithroughly267,000uniquevisitors.ReadmoreNote(s):Italy;October2023Source(s):CasaleggioAssociati;SemrushLeadingluxuryfashionwebsitesintheUnitedKingdom(UK)inthe3rdquarter2023,byshareofvoiceLeadingwebsitesintheluxuryfashionsectorintheUK2023,byshareofvoiceShareofvoice*3%0%1%2%4%5%6%7%8%houseoffraser.co.uklyst.co.uk6.76%5.6%5.13%5.03%3.45%next.co.uk3.04%2.83%2.6%2.37%2.33%2.07%amazon.co.uk1.75%ralphlauren.co.uk1.57%17Description:AmongtheleadingluxuryfashionwebsitesintheUnitedKingdom(UK),hadthehighestshareofvoicebetweenJulyandSeptember2023,with6.76percent.FfollowedintherankingwithalowersearchvisibilityonGoogleUK.Itsshareofvoiceamountedto5.6percentReadmoreNote(s):UnitedKingdom;Q32023;*ShareofVoice(SoV)referstothesearchvisibilityofaplayer,asapercentageoftheentiremarketonline.This'Market'referstothousandsofthemostrelevantandvaluablesector-specificsearchterms,andthe[...]

ReadmoreSource(s):PiDatametricsCHAPTER

03ConsumerbehaviorMostimportantfactorswhenshoppingforluxuryitemsonlineinEuropein2023Keyfactorsdrivingluxurye-commercesalesinEurope2023ShareofrespondentsSomewhatimportant

Somewhatunimportantornotimportantatall10%

20%

30%

40%

50%

60%

70%Veryimportant0%80%90%100%4%4%7%12%9%Retailer'sreliabilityProductavailability72%24%57%55%54%39%38%34%Discounts/reducedpriceEasyreturnprocessSpeedydelivery43%41%48%TheretailerofferingmypreferredpaymentmethodThebrand'sfeeloraestheticTheshoppingexperience43%16%20%23%31%30%49%47%19Description:InEurope,consumersofluxuryitemsgaveinsightintofactorstheydeemedimportantwhenshoppingonlinein2023.Thefactorthatmostconsumersthoughtwasveryimportantwastheretailer'sreliability,witharound72percentofrespondents.Luxuryproductsavailabilitywasthesecond-mostimportantfactor(57percent),closelyfollowedbythereducedpricesordiscountsontheproduct(55percent).ReadmoreNote(s):Europe;March2023;3,210respondents;16-83yearsSource(s):InternetRetailing;RetailXMostimportantfactorswhenshoppingforluxuryitemsonlineinFrancein2023Keyfactorsdrivingluxurye-commercesalesinFrance2023ShareofrespondentsSomewhatimportant

Somewhatunimportantornotimportantatall10%

20%Veryimportant0%30%54%40%50%60%70%80%90%25%25%29%100%Retailer'sreliabilityProductavailability21%46%42%41%34%30%25%23%29%Easyreturnprocess29%29%Discounts/reducedprice30%31%Speedydelivery35%TheretailerofferingmypreferredpaymentmethodTheshoppingexperience33%41%37%34%41%Thebrand'sfeeloraesthetic36%20Description:In2023,Frenchshoppersstatedwhatfactorsareimportanttothemwhenshoppingforluxurygoodsonline.Around54percentofrespondentsconsideredtheretailer'sreliabilityaveryimportantfactor.Productavailabilitywasimportantto46percentofsurveyrespondents,closelyfollowedbyaneasyreturnprocess.ReadmoreNote(s):France;March2023;430respondents;16-77yearsSource(s):InternetRetailing;RetailXMostpurchasedluxuryitemsonlineinFranceasofSeptember2023OnlineluxurypurchasesinFrance2023,byproductcategoryShareofrespondents0%5%10%15%20%25%ClothingShoes20%16%Cosmetics10%Bodycare8%Beverages7%Luggage&BagsConsumerelectronics(e.g.,TV,smartphones)Accessories6%6%5%Petproducts4%4%Food(excl.restaurantdelivery)Furniture&householdgoodsDIY&gardenproductsSports&outdoorproducts3%3%3%21Description:ClothingisthetoponlineluxuryproductcategoryforFrenchconsumers,chosenby20percentofthem,asperasurveyconductedinSeptember2023.Luxuryshoescameinsecondplace,withnearly16percentofFrenchconsumersoptingtopurchasethemonline.Cosmeticswereamongthemostsought-afterpremiumproducts,with10percentofshoppers.Halfofthesurveyedindividualshadnotmadeanyluxurypurchasesviatheinternetintheyearleadinguptothestudy.

ReadmoreNote(s):France;September2023;1,050respondents;18-80years;respondentswhoshoponlineSource(s):ConsumerInsightsMostpurchasedluxuryitemsonlineintheUnitedKingdom(UK)asofSeptember2023OnlineluxurypurchasesintheUK2023,byproductcategoryShareofrespondents0%5%10%15%20%25%30%35%40%ClothingShoes26%19%Consumerelectronics(e.g.,TV,smartphones)Cosmetics14%14%14%Food(excl.restaurantdelivery)Bodycare12%PetproductsFurniture&householdgoodsAccessories9%9%8%8%8%DIY&gardenproductsBeveragesSports&outdoorproductsStationery&hobbysupplies6%6%22Description:WhenaskedwhatluxuryitemsconsumersintheUnitedKingdom(UK)hadpurchasedonline,clothingtoppedthelistat26percent,followedbyfootwearat19percent.Otherpopularluxuryproductcategorieswereconsumerelectronics(14percent),andcosmetics(14percent).Nonetheless,closeto40percentoftherespondentsreportedthattheyhadnotmadeanyluxurypurchasesonlineintheyearleadinguptothesurvey.

ReadmoreNote(s):UnitedKingdom;September2023;1,042respondents;18-80years;respondentswhoshoponlineSource(s):ConsumerInsightsMostpurchasedluxuryitemsonlineinGermanyasofSeptember2023OnlineluxurypurchasesinGermany2023,byproductcategoryShareofrespondents0%5%10%15%20%25%30%35%40%45%ClothingShoes20%18%Bodycare13%12%Consumerelectronics(e.g.,TV,smartphones)Cosmetics10%10%AccessoriesFurniture&householdgoodsSports&outdoorproductsBeverages7%7%6%6%PetproductsDIY&gardenproductsFood(excl.restaurantdelivery)Stationery&hobbysupplies5%5%4%23Description:Clothingwasthemostsought-afterluxuryproductcategoryamongGermanconsumerswhenshoppingonline,with20percentofrespondentsstatingtheirpreferenceforit.Followingcloselybehindwasfootwear,selectedby18percentofsurveyrespondents.Bodycareproducts(13percent)andconsumerelectronics(12percent)werealsohighlysought-afterluxuryproducts.Mostrespondents,however,reportedthattheyhadnotmadeanyluxurypurchasesonlineinthe12months[...]

ReadmoreNote(s):Germany;September2023;1,043respondents;18-80years;respondentswhoshoponlineSource(s):ConsumerInsightsSourcesofluxuryproductinformationusedbyluxuryproductbuyersinGermanyasoflate2022TopsourcesforluxuryproductinformationinGermany2022Shareofrespondents30%0%10%20%40%50%BrandwebsiteYouTube57%51%InstagramStore50%48%TikTok47%Pinterest43%Searchengines42%24Description:Duringa2022surveycarriedoutamongluxurygoodsbuyersinGermany,itwasfoundthatbrandwebsiteswerethemostpopularsourceofinformation(suchasreviews,recommendations,orideas)onluxurygoods,namedby57percentofrespondents.YouTuberankedsecond,mentionedby51percent.Amongthemostusedsevensourcespresented,fourweresocialnetworks.

ReadmoreNote(s):Germany;late2022;651respondents;18yearsandolderSource(s):CondéNast;WatchProCHAPTER

04DevicedistributionE-commercerevenueshareofluxuryconsumergoodsinEuropefrom2018to2027,bydeviceE-commercerevenueshareofluxurygoodsmarketinEurope2018-2027,bydeviceDesktopMobile100%90%80%70%60%50%40%30%20%10%0%38.8%41%42.8%44.4%45.8%46.9%47.6%48.2%48.9%49.4%61.2%201859%57.2%202055.6%202154.2%202253.1%202352.4%2024*51.8%202551.1%202650.6%2027201926Description:TheluxurygoodsmarketinEuropegenerateditsrevenuemainlyfromofflinesalesin2023.Thatyear,onlinesaleswereestimatedtoaccountforaround13percentoftotalsales.Ofthat,around53percentoftherevenuewasgeneratedthroughpurchasesmadeondesktops,whiletheremaining47percentcamefromtransactionsmadeviamobiledevices.AccordingtoStatista'sConsumerMarketOutlook,mobiledeviceswillgenerateagreatershareofrevenueby2025.

ReadmoreNote(s):Europe;2018to2027;*figuresareestimatesSource(s):ConsumerMarketInsightsShareofaffluentconsumerspurchasingluxurybrandsandservicesonlineinEuropefromQ12022toQ32023,bydeviceQuarterlyonlineluxuryshoppinginEurope2022-2023,bydeviceComputer71.3%Mobiledevice65.6%Tablet80%70%60%50%40%30%20%10%0%73.2%72.7%35.2%69.5%68.6%66.7%40.3%44.2%23.1%42.7%20.7%35.7%17.3%30.5%17.2%30.7%11%15.1%Q2'2211.5%Q3'23Q1'22Q3'22Q4'22Q1'23Q2'2327Description:Inthethirdquarterof2023,mostEuropeanconsumers,around73percent,preferredtousecomputerstoplaceonlineordersforluxuryproductsorservices.Inaddition,roughly35percentofonlineconsumersusedmobiledevices,whilenearly12percentusedtablets.ReadmoreNote(s):Europe;Q12022toQ32023;9,775respondents*;18yearsandolder;onlinepurchasesmadewithinthepast12months;*SurveyincludedconsumersintheUnitedStates,Asia(ChinaHongKong,Japan,Singapore)andEurope(France,[...]

ReadmoreSource(s):AltiantShareofaffluentconsumerspurchasingluxurybrandsandservicesonlineinEuropein3rdquarter2023,bydeviceandgenderOnlineluxuryshoppinginEurope2023,bydeviceandgenderFemaleMale90%80%70%60%50%40%30%20%10%0%81.3%64.7%36.5%33.8%12.5%10.6%ComputerMobiledeviceTablet28Description:Inthethirdquarterof2023,bothmaleandfemaleconsumersinEuropeshowedaclearpreferenceforshoppingonlineforluxurygoodsoncomputers.Thepercentageofwomenwhodidsowasnearly65percent,comparedtoover81percentformen.Mobiledeviceswerealsofavoredamongshoppers,witharound37percentofwomenandapproximately34percentofmenusingthemwhilepurchasingluxurybrandsandservicesonline.

ReadmoreNote(s):Europe;Q32023;9,775respondents*;18yearsandolder;onlinepurchasesmadewithinthepast12months;*SurveyincludedconsumersintheUnitedStates,Asia(ChinaHongKong,Japan,Singapore)andEurope(France,Germany,[...]

ReadmoreSource(s):AltiantShareofaffluentconsumerspurchasingluxurybrandsandservicesviamobiledevicesandtabletsinEuropein3rdquarter2023,byagegroupOnlineluxuryshoppingviamobilesandtabletsinEurope2023,byage18-3940+60%50%40%30%20%10%0%53.2%24.3%12.6%9.7%MobiledevicesTablets29Description:Overhalfofthoseagedbetween18-39usedmobiledevicesfortheirpurchasesofluxurybrandsandservicesinthethirdquarterof2023,accordingtoasurveyconductedwithaffluentconsumersfromfourEuropeancountries.Forthoseovertheageof40,thissharewasloweratapproximately24.3percent.Tabletswerelessfrequentlyusedforonlineluxurypurchases.ReadmoreNote(s):Europe;Q32023;9,775respondents*;18yearsandolder;onlinepurchasesmadewithinthepast12months;*SurveyincludedconsumersintheUnitedStates,Asia(ChinaHongKong,Japan,Singapore)andEurope(France,Germany,[...]

ReadmoreSource(s):AltiantShareofaffluentconsumerspurchasingluxurybrandsandservicesviacomputersandlaptopsinEuropefromQ32018toQ32023,byagegroupQuarterlyonlineluxuryshoppingviacomputersinEurope2018-2023,byage18-3940+85%80%75%70%65%60%55%50%45%40%35%Q3'18

Q4'18

Q1'19

Q2'19

Q3'19

Q4'19

Q1'20

Q2'20

Q3'20

Q4'20

Q1'21

Q2'21

Q3'21

Q4'21

Q1'22

Q2'22

Q3'22

Q4'22

Q1'23

Q2'23

Q3'2330Description:Inthethirdquarterof2023,around77percentofaffluentconsumersagedbetween18-39androughly70percentofthoseaged40+usedcomputersandlaptopswhenpurchasingluxurybrandsandservicesinEurope.Accordingtotheresultsofthesurvey,sincethestartofthecoronavirus(COVID-19)pandemic,theuseofonlinechannelsviacomputersandlaptopsincreasedacrossbothagegroups.

ReadmoreNote(s):Europe;Q32018toQ32023;9,775respondents*;18yearsandolder;onlinepurchasesmadewithinthepast12months;*SurveyincludedconsumersintheUnitedStates,Asia(ChinaHongKong,Japan,Singapore)andEurope(France,[...]

ReadmoreSource(s):AltiantCHAPTER

05MobileshoppersDistributionofmobileluxurygoodsshoppersinFranceasofAugust2023,byagegroupandgenderLuxurygoodsshoppers'mobileaudienceshareinFrance2023,byageandgenderConsumer

demographicShare

ofmobile

audienceAgegroups:18-24%38.9%46.2%6.4%1.6%6.9%%25-3435-4445-5455+Gender:Men87.6%12.4%Women32Description:AsofAugust2023,onlineFrenchconsumersintheagegroup25to34boughtthemostluxurygoodsviamobilephones.Accordingtothesource,Frenchmenaremorelikelytopurchaseluxurygoodsthanwomenonmobiles.Nearly88percentofmenmadepurchasesofluxurygoodsthroughmobiledevices,incontrasttoonly12percentoffemales.ReadmoreNote(s):France;August2023;basedonanaudiencesizeof228,936mobileusersSource(s):Start.ioDistributionofmobileluxurygoodsshoppersintheUnitedKingdom(UK)asofAugust2023,byagegroupandgenderLuxurygoodsshoppers'mobileaudienceshareintheUK2023,byageandgenderConsumer

demographicShare

ofmobile

audienceAgegroups:18-24%12.6%53.8%17.8%1%25-3435-4445-5455+14.8%%Gender:Men83.6%16.4%Women33Description:The25to34-year-oldagegrouppurchasesthemostluxurygoodsviamobiledevicesintheUnitedKingdom(UK).AccordingtodatafromAugust2023,nearly54percentof24to34-year-oldsboughtluxurygoodsontheirmobilephones.Whencomparinggenders,?menpurchasedconsiderablymoreluxuryitemsthroughmobilesthanwomenintheUK.Fiveinsixmaleluxuryshoppersengagedinm-commerce,comparedtoonly16percentofwomen.

ReadmoreNote(s):UnitedKingdom;August2023;basedonanaudiencesizeof276,819mobileusersSource(s):Start.ioDistributionofmobileluxurygoodsshoppersinGermanyasofAugust2023,byagegroupandgenderLuxurygoodsshoppers'mobileaudienceshareinGermany2023,byageandgenderConsumer

demographicShare

ofmobile

audienceAgegroups:18-24%42.5%45.2%5.9%1.7%4.7%%25-3435-4445-5455+Gender:Men83%Women17%34Description:AccordingtodatafromAugust2023,Germanonlineshoppersinthe25-34agebracketpurchasethemostluxurygoodsviamobiledevices.Around45percentofconsumerswithinthisagerangeoptedtoindulgeinluxurypurchasesthroughtheirmobilephones,instarkcontrasttomerelysixpercentofshoppersbetweentheagesof35and44.Whencomparinggenders,theuseofm-commercebymaleluxuryshoppersissignificantlyhigherthanthatoffemaleluxuryshoppers.Only17[...]

ReadmoreNote(s):Germany;August2023;basedonanaudiencesizeof298,004mobileusersSource(s):Start.ioDistributionofmobileluxurygoodsshoppersinItalyasofAugust2023,byagegroupandgenderLuxurygoodsshoppers'mobileaudienceshareinItaly2023,byageandgenderConsumer

demographicShare

ofmobile

audienceAgegroups:18-24%43.4%43.2%6.4%1.6%5.3%%25-3435-4445-5455+Gender:Men90.5%9.5%Women35Description:Onlineshoppersinthe18-24and25-32agebracketspurchasethemostluxurygoodsviamobiledevicesinItaly.BasedonAugust2023data,around43percentofconsumersinthoseagegroupspurchasedluxurygoodsusingtheirsmartphones.Italianmenbuymoreluxuryitemsviam-commercethantheirfemalecounterparts.Nineintenmaleshoppersengagedinluxurymobileshopping,whileoneintenfemalesdidthesame.ReadmoreNote(s):Italy;August2023;basedonanaudiencesizeof364,711mobileusersSource(s):Start.ioDistributionofmobileluxurygoodsshoppersinSpainasofAugust2023,byagegroupandgenderLuxurygoodsshoppers'mobileaudienceshareinSpain2023,byageandgenderConsumer

demographicShare

ofmobile

audienceAgegroups:18-24%40.7%38.1%13.5%2.2%25-3435-4445-5455+5.5%Gender:Men%84.7%15.3%Women36Description:AsofAugust2023,onlineFrenchconsumersintheagegroup18to24boughtthemostluxurygoodsviamobilephones.Accordingtothesource,Frenchmenaremorelikelytopurchaseluxurygoodsthanwomenonmobiles.Nearly85percentofmenmadepurchasesofluxurygoodsthroughmobiledevices,incontrasttoonly15percentoffemales.ReadmoreNote(s):Spain;August2023;basedonanaudiencesizeof205,898mobileusersSource(s):Start.ioCHAPTER

06Spotlight:socialcommerceConsumers'onlineandin-storecontactwithluxurybrandsinEuropein2023Luxurybrandcontactonlineandin-storeinEurope2023Shareofrespondents10%

15%

20%0%5%25%30%35%40%38%45%50%55%BuyingagiftforsomeoneelseClickedonanofferemailedtomeIn-storeservice