Global survey of participants aged 19 to 35 on five continents reveals changing perceptions of luxury
Johannesburg, South Africa — A recent global survey identifies how consumers between the ages of 19 and 35 — a demographic commonly referred to as Millennials — feel about tablet devices.
ASUS conducted the survey with market research firm Edelman Berland as part of a ‘Luxury on Your Terms’ global marketing campaign, which is designed to support the launch of ASUS ZenPad, a premium Android™ tablet featuring interchangeable covers that allow customers to personalize their devices.
The results of the survey reveal that Millennials perceive luxury in a different way to previous generations, showing that Millennials still enjoy owning beautiful products, but they consider unique experiences and time as modern luxuries.
“We originally conducted this survey to learn more about the role of tablets in the lives of people who use our technology, but in that process we found that Millennials define luxury in a new way,” said Erik Hermanson, Head of Marketing (Mobile Products) at ASUS. “Based on the survey findings, we see the ASUS ZenPad as an ideal solution for Millennials.”
A new idea of luxury
In the United States, 37 percent of the Millennials surveyed define luxury as having the time to do the things they love. In India, 40 percent of respondents see luxury as the ability to do things in their own way. These results indicate that instead of seeing luxury in terms of material things, young consumers associate the idea of luxury with personal time and freedom.
69 percent of Millennials surveyed believe that devices like tablets help them enjoy everyday life and do the things that they love the most, while providing a sense of freedom. 65 percent said tablets give them more flexibility and enhance their free time. Additionally, more than 50 percent of the Millennials surveyed see tablets as connecting them to something bigger, and four out of five respondents expect to buy a tablet within 12 months.
Survey results show that Millennials value convenience, quality time and unique experiences more than acquisition of material goods.
Four out of five respondents expect to purchase a tablet within the next year
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