IAB and Wallpaper* Luxury Resarch

Back in Jan 2008 Wallpaper* and the IAB worked to together to create the first piece of research looking at the behaviour of luxury consumers online.

This research demonstrated that the age group for luxury consumers online was vastly lower than first thought and that this audience facilitate their lives through the net.

The research split the luxury consumer audience into 3 groups, those that answered yes to 1-2 screening questions, 3 – 4 screening questions and 5 – 8 screening questions. Those that answered 5-8 screening questions were seen as premium luxury consumers.

The premium luxury consumers demonstrated high levels of media consumption including watching high levels of video content online and downloading podcasts regularly.

In summary the research showed that luxury consumers are well versed with the digital landscape, with specific media choices selected and a high consumption of new digital platforms.

Url for the research:
http://www.iabuk.net/media/images/Eye4StrategyFinal_2665.pdf