As social distancing measures were lifted and consumption of luxury goods decreased across the board, a survey found that consumption by those in their 20s and 30s decreased significantly, while consumption by those in their 60s and older increased slightly.
On the 18th, NH Nonghyup Card published the ‘Consumption Trend Insight Report – Online Luxury Consumption Status’ to find out changes in online luxury consumption. The company analyzed the amount of use, number of uses, number of customers, consumption by day of the week, and consumption by time zone of the online luxury industry over the past three years.
For each data, we compared the changes between the first quarter of 2022 and the first quarter of this year. As social distancing was lifted in April 2022, we focused on the changes in online luxury consumption after COVID-19.
As a result, the usage amount decreased significantly by 32%, the number of usages decreased by 38%, and the number of users decreased by 41%.
By gender, the change in consumption was more evident for men than for women. The decrease in the number of uses was 45% for men and 33% for women, a difference of 12 percentage points. The number of users fell by 45% for men and 38% for women, respectively. The amount spent decreased similarly for men and women, by 33% and 32%, respectively.
By age, the number of users in their 20s and 30s decreased significantly by 63% and 38%, respectively, while the number of users in their 60s and older increased slightly (3%).
The age distribution of customers has also changed significantly. In the first quarter of 2022, 42% of customers who purchased luxury goods online were in their 20s or younger, but in the first quarter of this year, that proportion decreased to 26%. On the other hand, the proportion of those in their 40s or older increased significantly from 33% to 47%.
There was also a big difference in the usage amount by time zone. The usage amount from 8 PM to midnight decreased from 32.5% to 25.3%, while the usage amount from 2 PM to 6 PM increased from 28.3% to 32.9%.
An NH Nonghyup Card official said, “We have confirmed through data that online luxury consumption has decreased due to the impact of the endemic, high prices, and economic recession,” and added, “We will continue to provide insights related to everyday consumption by utilizing data in various ways going forward.”
[서울=뉴시스]
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2024-08-19 07:31:53