Asians go online for luxury items

• Microsoft releases survey findings
• More luxury consumers buying online
• New opportunities for marketers

Asia - Microsoft Advertising has released its findings from the latest ‘Luxury Lovers' survey, revealing that Asia consumers are increasingly using the internet to help them make luxury purchase decisions.

The global survey, conducted by Essential Research in conjunction with Microsoft Advertising, proves the Asia market represents a huge opportunity for online luxury advertising as Asia represents a younger breed of luxury consumers compared to the European sample. They are also generally more internet savvy, particularly in China, where the largest Asia luxuries spend reached $103 billion last year.

The survey found that across Asia, the internet (63%) is second only to magazines (65%) as biggest inspiration source for luxury brands. It jumped to number one as the most frequently used medium for gathering information prior to a luxury purchase, with official brand websites and search engines topping the source list.

Two-thirds of survey respondents use the internet to regularly find luxury goods, and while the majority of purchases are offline, $40 billion in luxury goods were purchased online.

In addition, they access the following at least once a week: Windows Live Hotmail (65%), Windows Live Messenger (60%), MSN Portal (58%), Windows Live Search (52%) and Facebook (42%) - presenting opportunities for marketers to target those luxury consumers.

"Online research is an important step in defining a consumer's perception and relationship with a luxury brand," Kenneth Andrew, marketing director for Microsoft Advertising, said.  

"For advertisers, reaching consumers of luxury brands is most effective through their personal desktop. Advertisers need to create an immediacy and intimacy between the consumer and the brand to have the greatest impact."