Millennials' posts in social media referencing luxury Russia 2018, by topic

According to the study by McKinsey, a look without a specific topic was the most common category of Facebook, Instagram, and Vkontakte posts related to luxury among Russian millennials, occupying a share of 22 percent of total mentions of luxury brands in social media by this generation between December 2017 and March 2018. Personal occasion related posts were also frequent in this age group, especially the posts with an impression of a gift, which represented eight percent of the total sum of posts by Russian millennials referencing luxury.

Most frequent topics shared by Russian millennials 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 were categorized through semantic analysis.

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Statistics on "Internet usage of Millennials in the United States"

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