Sales Strategy
Research Underscores Importance Of Social And Digital Media For Jewelry Buying Decisions July 21, 2021 (0 comments)
New York, NY—Additional findings from The Plumb Club Industry & Market Insights 2021 underscores the importance of digital media in consumer jewelry shopping. The study reveals how online and social media platforms are key drivers when making jewelry purchasing decisions and how a consumer utilizes these platforms across computer, tablet, and mobile devices when researching jewelry.
The comprehensive consumer insight section provides these findings:
- 85% of consumers surveyed in this research are active on social media. The most popular platforms are Facebook (93%) and Instagram (73%). Other social media platforms significantly trail these, with Twitter at 55%, Pinterest at 46%, and Tiktok at 31%.
- 59% of consumers say they have made purchases through social media.
- 35% of consumers say that they feel comfortable buying their fine jewelry online and 33% credit retailer websites as a major influencer in jewelry purchasing.
- When asked how they use technology for the purchasing process, 79% research product online and 64% make their jewelry purchases online. When it comes to watches, 54% of respondents have shopped online.
- Underscoring the importance of reputation and quality, 31% of consumers say they leave reviews for products online.
- When buying online, 39% say that the most preferred method is a mobile device. 34% use a laptop, while 16% prefer a desktop computer and 12% a tablet. This is an important reminder that websites need to be intuitive and easily navigated across all devices.
Related: Facebook Remains The 800-lb. Gorilla
The survey was a multi-focused study initiated by The Plumb Club, a coalition of 45 suppliers to the jewelry and watch industry, with the help of Paola Deluca of The Futurist, and Qualitrics. The study polled 1,049 men and women from the ages of 25-60 with a focus on 10 “test markets” across the United States. Respondents had all attended some college or higher, had a combined household income of at least $75K/year and claimed to have either purchased jewelry in the past year and/or were intending to purchase jewelry in the upcoming year.