Purchase and research channels for luxury items worldwide 2016, by generation

This statistic shows the purchase and research channels true-luxury consumers use to purchase luxury items worldwide in 2016, sorted by generation. In that year, 41 percent of true-luxury generation x consumers stated that they researched online and purchased their luxury items offline (ROPO). In addition, 58 percent of researched and purchased luxury items by generation x respondents are digitally influenced purchases.

Purchase and research channels for luxury items worldwide in 2016, by generation

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Release date

February 2017



Survey time period


Special properties

Respondents on last purchase.

Supplementary notes

This question was phrased by the source as follows: "Where have you bought the last luxury item purchased? Where have you researched it?"
The data was provided by the BCG 2016 ad hoc study and consists of 12,000 luxury consumers respondents from 10 countries.
Multiple answers were possible, up to three.
* The term item relates mainly to personal items (~90%), among experiential includes wine & spirts, furniture, smartphones etc.

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Statistics on "Luxury goods in the United Kingdom (UK)"

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