Generation X posts in social media referencing luxury Russia 2018, by topic

A look without a specific topic was the most posted luxury-related type of content by Russian generation X representatives in social media, occupying 15 percent of total Facebook, Instagram, and Vkontakte publications. Such posts also topped for millennials over the observed time frame with a larger share than for Generation X. However, according to the study by McKinsey, the younger generation seemed to be more actively sharing news about fashion shows than their counterparts, with such content accounting for a share nearly twice as large as among millennials.

Most frequent topics shared by Russian generation X in social media mentioning luxury from December 2017 to March 2018, by category*

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Release date

June 2018



Survey time period

December 2017 to March 2018

Special properties

Mentions of luxury brands in social networks

Supplementary notes

* Posts on Instagram categorized through semantic analysis.

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Statistics on "Generation X (Gen X) in the U.S.: Grocery shopping behavior"

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