The reliance of social media for luxury product information is distinct between the younger and older generations in Greater China. A 2022 survey revealed that at least 56 percent of millennials and Gen Z respondents from mainland China and Hong Kong used social media to look for luxury information. In comparison, only 35 percent of respondents aged above 55 years old did so.
Importance of social media as a luxury information channel for consumers in mainland China and Hong Kong 2022, by age group
2,653 consumers who have purchased or are interested in luxury goods
Age group
18 years and older
Supplementary notes
The survey focused on residents in Tier 1 cities (Guangzhou, Shenzhen, Beijing and Shanghai), Tier 2 cities (Chengdu, Hangzhou and Wuhan), and Hong Kong. The share of respondents: 46 percent from Tier 1, 39 percent from Tier 2, and 16 percent from Hong Kong. The sample size was evenly distributed by gender and represented a wide range of income levels. Age distribution: 33 percent were 18 to 24 years old, 34 percent were 25 to 34 years old, 19 percent were 35 to 44 years old, 8 percent were 45 to 54 years old, and 6 percent were above 55 years old.
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KPMG International. (January 16, 2023). Importance of social media as a luxury information channel for consumers in mainland China and Hong Kong 2022, by age group [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1395831/greater-china-social-media-as-a-luxury-research-channel-by-age-group/
KPMG International. "Importance of social media as a luxury information channel for consumers in mainland China and Hong Kong 2022, by age group." Chart. January 16, 2023. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1395831/greater-china-social-media-as-a-luxury-research-channel-by-age-group/
KPMG International. (2023). Importance of social media as a luxury information channel for consumers in mainland China and Hong Kong 2022, by age group. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1395831/greater-china-social-media-as-a-luxury-research-channel-by-age-group/
KPMG International. "Importance of Social Media as a Luxury Information Channel for Consumers in Mainland China and Hong Kong 2022, by Age Group." Statista, Statista Inc., 16 Jan 2023, https://www.statista.com/statistics/1395831/greater-china-social-media-as-a-luxury-research-channel-by-age-group/
KPMG International, Importance of social media as a luxury information channel for consumers in mainland China and Hong Kong 2022, by age group Statista, https://www.statista.com/statistics/1395831/greater-china-social-media-as-a-luxury-research-channel-by-age-group/ (last visited December 22, 2024)
Importance of social media as a luxury information channel for consumers in mainland China and Hong Kong 2022, by age group [Graph], KPMG International, January 16, 2023. [Online]. Available: https://www.statista.com/statistics/1395831/greater-china-social-media-as-a-luxury-research-channel-by-age-group/
