The Internet is clearly top with regard to usage frequency with 89 percent; so luxury fashion buyers of all types have a significantly higher online affinity, with an index value of 156, than the total population.
The internet is no longer only used as an information and entertainment medium, but is, thanks to the mobile devices, a constant companion. Especially the younger and middle age segments, but increasingly, the elderly, use the mobile network to stay in touch with the rest of the world, particularly with friends, despite mobility and time constraints.
76 percent of luxury buyers watch TV, but the index value is only 82. The TV consumption of luxury buyers, compared to the rest of the population, is well below average. Radio use is also slightly below average. The situation is different when it comes to print: popular magazines are well above average (index of 173), newspapers still slightly above average
91 percent of German luxury shoppers are online using mobile Internet; via smartphone or tablet. They have been pioneering digital trends, since only 51 percent of the total population uses mobile devices. Smartphones are the most frequently (privately) used devices at 86 percent. 57 percent, more than half of luxury buyers, also use tablets privately. Young buyers, with 94 percent online, are almost completely mobile.
Social networking, news and general communication (61 percent) play a central role in the use of mobile, followed by transport & navigation (55 percent) and music & entertainment (52 percent).