China: consumers' information sources for luxury goods 2021

According to the survey on luxury goods purchases as of January 2021, around 39 percent of respondents from China said they retrieved information about luxury items from official websites from brands. Meanwhile, approximately 34 percent of respondents also stated that they got information about luxury products from visiting offline stores. In the last years, the rapid changes of online marketing in social media changed the sales and advertisement market significantly.

Leading information sources for luxury goods among consumers in China as of January 2021

Characteristic	Share of respondents
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Release date

June 2021

More information

Region

China

Survey time period

January 2021

Number of respondents

1,500 respondents

Special properties

among consumers from mainland China

Method of interview

Online survey

Supplementary notes

Original question: Which of the following sources do you obtain luxury brands information from?

The survey was conducted among respondents who were:
45 percent male and 55 percent female;
7 percent below 25 years old, 51 percent between 26 and 35 years old, 17 percent between 36 and 45 years old, and 25 percent aged 46 years or above.
10 percent from Beijing, 10 percent from Shanghai, 10 percent from Shenzhen, 10 percent from Guangzhou, 30 percent from 2nd tier cities, and 30 percent from third and lower tier cities.

The average annual household income among the respondents was 1,435,000 yuan. One yuan equals 0.15 U.S. dollars and 0.13 euros (as of September 2021).
The average age of the respondents was 36.0 years old.

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