1.
M E T H O D O LO GY
L I N K E D I N
L U X U R Y
R E S E A R C H S T U D Y
Source: LinkedIn Research "Understanding Luxury Buyers", September 2015.
POSITION LINKEDIN AT SCALE
TRIGGERS TO LUXURY PURCHASE
KEY TAKEAWAYS PER AUDIENCE
T I M E F R A M E
Survey ran in September
2015 across 12 countries
(USA, Europe, APAC)
R E S P O N S E
1491 interviews conducted
50% Affluent Millennials
and 50% Elite
(seniority director +)
T A R G E T
People who purchased luxury
in the past 6 months and/or
likely to buy in the
next 6 months
M I L L E N N I A L S U S E O N L I N E
F O R R E S E A R C H I N G ,
E N G A G I N G W I T H B R A N D S ,
A N D P U R C H A S I N G L U X U R Y
E L I T E S B U Y L U X U R Y G O O D S
O N I M P U L S E , P U R C H A S I N G
A S A G I F T F O R T H E M S E LV E S
O R S O M E O N E E L S E
I N M A I L
To offer a unique product
experience, LinkedIn allows to
target life moments such as
graduation, career changer or
bonus period.
42%
consider peer advice as the
most influential source
M E M B E R S
G L O B A L L Y
433M A F F L U E N T
M I L L E N N I A L S
(18 yo to 34 yo, $100k
+ investable assets)
6M
P R O F E S S I O N A L S A R E L I K E LY T O
B U Y G O O D S T O C E L E B R AT E :
T H E I R E X P E C TAT I O N S W H E N B U Y I N G
A L U X U R Y P R O D U C T A R E :
T H E Y U S E S O C I A L N E T W O R K S A S V I R T U A L W I N D O W
T O S TAY I N T O U C H W I T H L U X U R Y B R A N D S
E L I T E
M E M B E R S
(Director l VP l CXO)
41M
P E R S O N A L
C E L E B R A T I O N S
68%
P R O F E S S I O N A L
M I L E S T O N E S
56% 38%
Affluent Millennials Elite All Professionals
promotion, raise | bonus | change in job birthday | anniversary | graduation
84%
H I G H Q U A L I T Y
49%
L O N G L A S T I N G
59%
C R A F T S M A N S H I P
M I L L E N N I A L S
E L I T E S
S P O N S O R E D
C O N T E N T
For awareness and branding,
LinkedIn allows to target personas
such as affluent millennials, elites,
global travelers or watch lovers.
14%
29%
M I L L E N N I A L S
OUR ADVERTISING SOLUTIONS ALLOW
LUXURY BRANDS TO TARGET THOSE
MOMENTS OF SUCCESS AND
PROFESSIONAL MILESTONES
E L I T E S
49%
buy luxury goods online
29%
follow luxury brands on
social media to find out
more about brands
80%
are likely to purchase
in the next 6 months
43%
consider peer advice as the
most influential source
40%
buy luxury goods online
30%
consider visiting a brand’s
website as the most influential
source of information on
luxury products
85%
are likely to purchase
in the next 6 months