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LUUX Media takes pride in positioning the world’s finest luxury brands in front of the
world’s most affluent adventurers, its most passionate aficionados and inspiring leaders.
The Luux Survey

It’s no secret that when it comes to audiences, there is none so particular, private or elusive as the UHNWI. The 0.01% that makes up LUUX’s long standing network is an increasingly powerful group, comprising taste makers and thought leaders with the assets to make waves in business and beyond.

At LUUX we know these exceptional individuals as friends, collaborators and visionaries, and so we have taken the opportunity to deliver a questionnaire directly to a carefully selected list of UHNW individuals from the LUUX network - all of which are close connections of ours that have previously attended our event experiences or are engaged readers across our print portfolio of luxury magazines.

The survey focuses on how this elite group typically spend time online, what platforms they use when searching for luxury products, the type of action they prefer to take when purchasing high value products online and more.

Audience profile
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88%

88% of respondents were
male, 12% female.
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69%

69% hold a net worth of more than £20m, with 41% stating that their personal worth exceeds £100 million
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60%

The majority (60.8%) reported an annual household income above £2.5m a year, with 34.2% earning over £10m a year
Example results
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A huge 76% are on Instagram at least once per day
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Only 8% said they are happy to complete an enquiry form online
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36% are happy to spend over $25,000 online, with 14% saying they would have no spend limit!
Brand insights
Top 5 brands that the Ultra Affluent Individuals stated
as their favourite across each luxury category
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  • Patek
  • Rolex
  • Audemars Piguet
  • Richard Mille
  • Vacheron
Download the full results to discover Fashion,
Jewellery, Private Aviation, Automotive and Yachting.
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  • "LUUX have been instrumental in helping us to explore and develop a number of paid social opportunities and to strategise our digital marketing approach. The results we have generated from their methodical, data-driven approach has given us the confidence to invest more heavily in our social presence. They are also very decent people to work with, which still counts for a lot!"
    James Amos
    Director, Boodles
  • "We noticed a significant improvement in lead quality with LUUX’s geo targeting strategy over traditional marketing methods."
    Bob Moore
    COO, Lux Group Holdings/Smallbone of Devices
  • "We knew that we needed an agency with specific experience in the HNW market – and we chose to work with LUUX based on their track record in this niche. We were impressed with the team’s knowledge, and the speed and precision they applied to their unique marketing approach, which has resulted in greatly improved brand reach for BMW within a different audience segment."
    Byron Sharp
    Luxury Class Marketing, Partnerships & VIP Manager
  • "LUUX demonstrated an immediate understanding of our campaign requirements, along with what we believe to be an unrivalled knowledge of the behaviours of our target market."
    John Russo
    CEO, Maddox Gallery
  • "We were thoroughly impressed by LUUX’s ability to adapt to the unprecedented circumstances presented by the continent’s COVID-19 lockdown measures. The team thought on their feet and their quick actions resulted in an excellent ROI; we now have genuine interest from potential purchasers who are eager to book viewings as soon as lockdown restrictions ease."
    Robin Patterson
    CEO, Sotheby’s Real Estate