Luxury brand related social media activity by age 2022

A worldwide survey conducted with affluent consumers in the fouth quarter of 2022 found that younger consumers engaged more frequently with luxury related brands and services on social media. For consumers aged 40 and above, while social media interaction with luxury brands was less common compared to those aged between 18 and 39, some 48 percent of consumers were found to have liked or recommended a brand to a friend.

Social media engagement of luxury consumers with brands and services worldwide in the fourth quarter of 2022, by age

Characteristic	Age group 18-39	Age group 40+
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Release date

January 2023

More information

Region

Worldwide

Survey time period

Q4 2022

Number of respondents

488 respondents

Age group

18 years and older

Supplementary notes

The survey question was phrased by the source as follows: "Have you participated in any of the following activities in relation to luxury brands and services on social media in the past 3 months?"
Sample included consumers in the U.S., Asia (China, Hong Kong, Japan, Singapore), and Europe ( France, Germany, Switzerland, the UK).

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