• China: luxury online shopping penetration by generation 2018

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This statistic illustrates the penetration rate of luxury shopping online in China as of June 2018, by generation. During the survey period, around 59 percent of generation Z Chinese respondents said they purchased luxury products online.

Penetration rate of online luxury shopping in China as of June 2018, by generation

Characteristic	Share of respondents
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Release date

October 2018

More information

Region

China

Survey time period

June 2018

Number of respondents

5,009 respondents

Special properties

Chinese luxury shoppers across genders, generations, income levels, city tiers and regions

Method of interview

Online survey

Supplementary notes

Survey question:
In the past year, for luxury brand purchases, which channel(s) did you use? Please rank based on expenditure.
Only channels that were ranked as top 2 in luxury expenditure by the respondents were counted.

The survey conductor defines the luxury shopper as someone who had purchased fashion products (e.g. apparel, handbag) from two or more brands in a list the survey provided, over the last one year. The list included 25 brands, from top luxury brands like Chanel, Louis Vuitton and Dior to more affordable luxury brands like Paul Smith, Maje and Kate Spade.