The New Face of Luxury: Connected Consumers

How mobile devices are transforming the way affluent, tech-savvy consumers shop and interact with luxury brands and retailers.

Today’s wealthy luxury consumers are extremely tech-savvy

  • 75% of luxury consumers conduct research online before purchasing.
  • 73% of those do this on a mobile device.

Luxury consumers are more likely to own the latest handset than the general population

  • 39% of affluent consumers access the Internet on mobile devices at least once an hour.

Smartphones are the perfect way to connect with affluent luxury consumers

Mobile is more effective with affluent consumers than desktop.

In terms of:

  • higher ad awareness
  • higher message association
  • higher purchase intent

The number of affluent consumers using their smartphones to make a payment at a merchant location has grown…

…by over the past two years to reach 40%.

80% of mobile consumers researching fashion items online want to make a purchase on the same day.

Three-quarters make these purchases in-store via mobile…

…compared to less than 20% who want to use their devices off-site.

Video and full-screen ads are perceived by luxury consumers as the most suitable advertising formats for luxury goods.

Luxury brands across categories have increased investment in mobile-optimized websites

Even though 80% of fashion brands have developed mobile websites, ‘true parity’ with desktop is lacking in terms of video content, wish lists, and access to user reviews.

This has resulted in fashion brands seeing poor conversions and low average order value when comparing mobile to desktop.

  • Sessions in shopping apps increased by 174% in 2014.
  • …compared to a 76% increase for overall app usage.
  • However, only 3% of luxury apps allow for mobile commerce
  • …compared to 39% of mobile sites.

Luxury buyers are more likely to be exposed to multi screen experiences

…as they have, on average, 3.2 devices.

New luxury Millenials will become the world’s premier goods buyers within 5 years, and will outspend “baby boomers” by 2017

  • Millenials will become the most important consumer market for luxury between 2018 and 2020.
  • Their spending power has reached $200bn annually.
  • 7.2 hours spent consuming media content daily; most of that time is spent on mobile.
  • 83% plan to conduct mobile commerce in the next 12 months.
  • About 70% of NLMs recommend their favourite brands online.

Beauty marketers have maintained the lead in mobile-optimization with jewellers and watchmakers lagging behind

More than two-thirds of beauty & fashion brands have enabled mobile commerce, while jewellers and watchmakers, given the high price of their wares, have been slow at embracing ecommerce.

Nearly all high-end beauty brands offer a mobile-optimized site and nearly four out of five have mobile commerce.

For brands that have both desktop and mobile-optimized websites:

  • 85% of desktop pages are ecommerce enabled
  • …whereas only 49% carry over this feature to mobile devices

The majority of mobile-optimized sites feature responsive designs

  • 53% of beauty brands
  • 71% of fashion brands
  • 70% of jewelry/watch brands

…include basic responsive design and support gesture navigation.

This reflects their adaptation of mobile through early investments.

With 11 brands launching mobile sites in 2014, approximately 40% of them offer commerce.

57% of these brands use mobile geotargeting to find nearby boutiques.*

Watchmakers and Jewellers aren’t utilizing mobile features in their apps

  • 36% include a store locator function
  • 9% utilize the built-in phone camera
  • 11% offer in-app downloads

Luxury beauty brands are more likely to offer tablet ecommerce than regular beauty brands

  • 80% of luxury beauty brands
  • 63% of beauty brands as a whole

21% of fasion brands offer a tablet-based experience, but…

86% of tablet sites have ecommerce.

Download our digital luxury guide

It reveals how to achieve success with affluent, tech-savvy shoppers and engage the next generation of luxury millennial consumers.