Senior luxury buyers are a key audience for livestreaming. More than 31% of respondents ages 65 and older had either used or were interested in livestreaming to make a luxury purchase, higher than any other group and well above the average of 23.4%. Older shoppers have been the target audience of live shopping TV channels such as HSN (formerly Home Shopping Network) and QVC, both of which sell luxury goods, and may thus be more willing to engage with similar content on digital platforms.
Younger luxury consumers are generally more open to using other emerging shopping tech. The skew was most pronounced for cutting-edge applications like virtual goods and cryptocurrency payments.
Read the full report, US Luxury Consumers and Their Path to Purchase.