(NEW YORK) – In one of the most comprehensive research documents on jewelry related topics, The Plumb Club Industry & Market Insights 2021 underscores the importance of digital media. 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 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 surveyed consumers 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 – an important reminder that websites need to be intuitive and easily navigated across all devices.
The survey was a multi-focused study initiated by The Plumb Club, a coalition of 45 best-in-class suppliers to the jewelry and watch industry, with the help of Paola Deluca, The Futurist and Qualitrics. The study was conducted with a sampling of 1,049 men and women, from the ages of 25-60 with a focus on 10 “test markets” across the US. 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.