Zoomers choose jewelry depending on the image of the brand, millennials rely on advertising campaigns, and Russians of generation X trust only their preferences, showed a study by the Sokolov company, which it conducted among Russians of different generations.
Photo: Sokolov
The most important thing for Zoomers when choosing a jewelry brand was the positioning of the company (60% of men and 35% of girls), as well as the attitude towards the client (16% of girls and 15% of men). Only 7% of respondents and 3% of female respondents are concerned about the level of brand popularity.
But among millennials, other factors turned out to be the most important: 22% pay attention to advertising campaigns, and 20% look to brand ambassadors. Russians of Generation X choose jewelry altogether, without paying attention to the company itself, based only on personal preferences (32% of women and 36% of men).
It also turned out that social networks have a strong influence on the choice of jewelry for zoomers: 43% of girls would buy jewelry advertised by an influencer online. Also, half of men will do the same, and another 23% will do the same if the blogger is an expert in jewelry.
The situation is approximately the same among millennials: 50% of women and 40% of men are ready to buy jewelry based on the recommendation of an influencer. But generation X is the least responsive to social networks – only 24% of respondents are ready to follow a blogger’s advice when making a purchase.
As for style, Russians of all generations do not like too bright jewelry: 93% of Zoomers, 45% of Millennials and 27% of Generation Xers. Also, every tenth Russian under 27 years old will not wear a product that they consider anti-trend. 8% of young people do not choose products with stones or other inserts; among millennials this is almost a third (29%). Another 5% of zoomers do not like jewelry that is too expensive, but 9% of Russians aged 44 to 59, on the contrary, are too cheap.
Cost is also an important factor in choosing. The majority of young Russians (80%) are ready to buy a product at a low price: for 44% of respondents, the appearance of the jewelry is primarily important, for 27% – good quality, and for 8% – what message it conveys. Almost half of young people (45%) said that they would not buy jewelry at a cost below 500 rubles.
The older the generation, the more respondents pay attention to the quality of inexpensive jewelry: among millennials this is 52%, and among Generation X – 67%. The opinion that a product with a low price cannot have good quality is more common among middle-aged people (29%). Interestingly, for almost a third (28%) of men aged 44 to 59, it is important to know that they are wearing expensive jewelry, so they will not purchase a product at a low price.
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