Online better than TV or print for premium and luxury brands

According to research conducted by the Internet Advertising Bureau and design magazine Wallpaper, consumers are more likely to purchase premium and luxury goods based on ads they see online, rather than on TV or in print. Additionally, 75% of premium luxury consumers indicated they go to the Internet first before making a purchasing decision.

Now more than ever it is critical for premium luxury brands to utilize the Internet as a key component of their marketing strategies. Affluent consumers are very web savvy, in addition to possessing modern computers and high-speed Internet. Their internet has become a natural extension of every part of their life, from social to finance to shopping. Premium and luxury brands have to advance with them or risk losing relevance.

Sarah Crawley-Boevey explores this trend more in this great article.
http://www.brandrepublic.com/News/784753/Online-ads-better-TV-promoting-luxury-goods/