Most popular information sources for luxury consumption in China 2020, by age group

According to a survey conducted in December 2020 on the luxury market in China, e-commerce was the leading source of information for Chinese luxury buyers among all age groups. Generation Z consumers have seen a new trend of gathering information for luxury products, with the top three sources entirely online.

Preferred information sources for luxury consumption in China in 2020, by age group

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Sources

Release date

December 2020

Region

China

Survey time period

as of December 2020

Number of respondents

3,000 respondents

Supplementary notes

Gen Z was defined as the generation born after 1995.
Millennial was defined as the generation born between 1980 and 1995.

The question was phrased by the source as follows: "What are your top 3 information sources for luxury goods in 2020?"

E-commerce refers to marketplaces, including horizontal ones such as Tmall/ JD and vertical ones such as Farfetch, and excluding more content-focused platforms such as Little Red Book/ Douyin

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