2008 Luxury Experiences Master奢侈品报告.pdf

Global Luxury Experiences 2008 Method • On-line survey among TIME Opinion Leader panelists (Asia, US, Europe) • Covering letter with link to the electronic questionnaire • Broadcast to 10,100 subscribers (Asia 2,100, Europe 5,200, US 2,800*) September to October 2007 • Total sample 1,700 (17% response) Asia 271, Europe 1,020, US 443 • Weighting applied in Europe and Asia according to TIME circulation by market** • Equal weights applied across region to give ‘regional average’ • Survey administration, data entry and tabulations by T-Poll, London • Questionnaire coverage: • Demographics • Perceptions of luxury • Luxury items purchased • Luxury expenditure • Drivers for luxury purchase • Attitudes to luxury • Media turn to for luxury information • Brand perceptions * US sample made up of Global Business and SD subscribers ** July-Dec ’06 publisher statement Demographics Global average Asia Europe US Male 71% 77% 77% 60% Female 23% 23% 23% 40% Average Age (years) 49 45 48 55 C-Suite 17% 21% 16% 13% Mean investment portfolio (US$) 883,000 768,000 529,000 1,400,000 Perceptions of luxury WHICH OF THE FOLLOWING WORDS OR PHRASES BEST DESCRIBE LUXURY TO YOU? High quality 67% Expensive 51%