Luxury Brands Social Media Zeitgeist

MAY 2012 LUXURY BRANDS SOCIAL MEDIA ZEITGEIST LUXURY SHOPPERS DO USE THE WEB' PERCENT OF SHOPPERS INTERACTING INTERACTION TYPE WITH BRAND BEFORE PURCHASE BRAND WEBSITE LOUIS VIUITTON 68% ONLINE REVIEW 45% SOCIAL MEDIA 13% OF ALL LUXURY BRANDS HAVE 69 A FACEBOOK PRESENCE OF SHOPPERS 14 INTERACT WITH BRANDS 46% OF ALL LUXURY BRANDS HAVE A TWITTER ACCOUNT ON THEIR SMARTPHONE PERCENT PRIOR TO PURCHASING 34 % MOBILE APP OF ALL LUXURY BRANDS HAVE LUXURY ITEMS HIGH INCOME HOUSEHOLDS SPEND A GREATER PROPORTION OF THEIR INTERNET TIME ON SOCIAL NETWORKS INCOME <$50,000 $50,000 - $99,999 >$100,000 PERCENT OF INTERNET TIME SPENT OF FACEBOOK 30 % 29 % 39 % AMONG THE BUSINESS ELITE (Individuals in the >$50,000 income bracket) AMONG YOUNG MEN, MEMBERS OF SOCIAL CLASS AB ARE MOST LIKELY TO USE SOCIAL NETWORKS PERCENT VISITING SOCIAL 4/5 NETWORKS IN 2012 1/3 AGE 15-24 AGE 25-34 OWN A SOCIAL class AB 90 65 OWN A SMART TABLET PHONE SOCIAL class C1 64 59 SOCIAL class C2 61 57 SOCIAL class D 51 50 18-34 YEAR OLDS (GEN Y)* AMONG YOUNG WOMEN, THE PATTERN IS are responsible for the fastest growth in online luxury purchases THE SAME PERCENT VISITING SOCIAL NETWORKS IN 2012 AGE 15-24 AGE 25-34 31% 23 % 19 % 81 75 SOCIAL class AB SOCIAL class C1 73 64 SOCIAL class C2 57 54 BABY GEN Y GEN X SENIORS BOOMERS SOCIAL class D 45 50 YOUTUBE AND LINKEDIN HAVE STRONG AB BIASES PORTION IN 2012 FACEBOOK f YOUTUBE LINKEDIN in TWITTER E SOCIAL class AB 29 46 51 33 SOCIAL class C1 29 23 35 33 SOCIAL class C2 22 17 12 20 SOCIAL class DE 19 14 14 IN THE UK, INTERNET AVAILABILITY STILL' RISES WITH SOCIAL CLASS UK TABLET OWNERS ARE' OVERWHELMINGLY WEALTHY AB 5% 93% C1 8% 5% 80% ALL UK HOUSEHOLDS C2 16% 4% 87% DE 32% 8% 60% INO ACCESS NEVER.BUT CAN ACCESS 23% 8% £75K+ £75K OF LUXURY SHOPPERS "BRAG 30 % USING SOCIAL MEDIA ABOUT THEIR PURCHASES WHEN SHOPPERS BRAG ABOUT THEIR LUXURY PURCHASES ONLINE' USE FACEBOOK USE TWITTER USE BLOGS OTHERS 60 % 17 % 16 % PROPORTION OF BURBERRY'S 60 % 29 % BATTLE OF THE BRANDS PROMOTIONAL BUDGET BURBERRY HAS OVER 12 MILLION LIKES ON FACEBOOK DIOR HAS 7.8 MILLION LIKES ON FACEBOOK GUCCI HAS 7.8 MILLION LIKES ON FACEBOOK PRADA HAS 1.7 MILLION LIKES ON FACEBOOK CARTIER HAS 691,000 LIKES ON FACEBOOK MULBERRY HAS FEWER THAN 100,000 LIKES ON FACEBOOK COMMITTED TO DIGITAL ADVERTISING IN 2012 UPTICK IN REVENUE AS A RESULT HALF A MILLION FACEBOOK FANS INVITED TO PREVIEW BURBERRY'S" 70 % NEW FRAGRANCE 96% INCREASE IN SALES IN THE CATEGORY 20 % INCREASE IN SALES DUE TO TIFFANY'S IPHONE" APP AND MICROSITE TIFEAN NEPRANY & Co New Yo THE TOP TEN LUXURY BRANDS DISCUSSED IN CHINA ARE" TOP 600 10 13 1 IwC PRADA 7 содсH 8 GUCCI 2 HERMES BRAND AMBASSADORS 3 BURBERRY IN GENERATION BENZ - 4 CARTIER 9 CHANEL DIOR 10 LOUIS VUITTON a social network for Mercedes-Benz owners under 30 OVER 825,000 VIEWS OF THE HARVEY NICHOLS" You 2012 CHRISTMAS WOMENSWEAR ADVERT. Tube Sources: 'Smpatica. Feb 2012 "Brand Ropubic hp//www.brandrepublic.com/news/12636 loceboolseersonurgesmoketen moke belW L20ighaliQ index, Walches ond Jewelery. Oct 2011 "Mahable http://mcahable.com/2011/11/29nmcrketing Morepace Omnibun Report 2010 *psos Mori Aug 2011 ipeos Mori techrocet. 2012 "Htp//www.martwaich.com/itoryiamaican-opreu-buahen 0g chk.comesdot TAMBA Vaice_of lry Socia Boebads bint tyandihannelcom/mageupape/30 u yoekoon-week heat-up-2012-02-10 ww ecebook.com/mubery www.focebookk.com/burberry to/www.wOe.com/wotchiewNGVg Marieting Wenk Noan OTAMBA, May 2012. Irfographic free to use, share and distribute however plecse do not alter contents and hyperlink to the source here: hittp://www.tamba.co.uk/blog/luxury-brands-social-media-zeilgeist/ BRAVE I PLAYFUL I DIGITAL