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
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.
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OC&C. (October 29, 2018). Penetration rate of online luxury shopping in China as of June 2018, by generation [Graph]. In Statista. Retrieved December 23, 2024, from https://www.statista.com/statistics/961135/china-luxury-online-shopping-penetration-by-generation/
OC&C. "Penetration rate of online luxury shopping in China as of June 2018, by generation." Chart. October 29, 2018. Statista. Accessed December 23, 2024. https://www.statista.com/statistics/961135/china-luxury-online-shopping-penetration-by-generation/
OC&C. (2018). Penetration rate of online luxury shopping in China as of June 2018, by generation. Statista. Statista Inc.. Accessed: December 23, 2024. https://www.statista.com/statistics/961135/china-luxury-online-shopping-penetration-by-generation/
OC&C. "Penetration Rate of Online Luxury Shopping in China as of June 2018, by Generation." Statista, Statista Inc., 29 Oct 2018, https://www.statista.com/statistics/961135/china-luxury-online-shopping-penetration-by-generation/
OC&C, Penetration rate of online luxury shopping in China as of June 2018, by generation Statista, https://www.statista.com/statistics/961135/china-luxury-online-shopping-penetration-by-generation/ (last visited December 23, 2024)
Penetration rate of online luxury shopping in China as of June 2018, by generation [Graph], OC&C, October 29, 2018. [Online]. Available: https://www.statista.com/statistics/961135/china-luxury-online-shopping-penetration-by-generation/
