The results of the Russian luxury market survey by revealed that the category of media projects in social networks that accounted for the largest share of luxury subscribers in both millenial and generation X age groups were dedicated to art as of 2018. The named topic was especially popular among generation X female luxury buyers, with ** percent of them subscribed to such channels. Sites related to games and software amounted to roughly one fifth of male millennial subscribers count, which was the largest share among both age categories for this topic.
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McKinsey & Company. (June 30, 2018). Share of luxury consumers subscribed to media projects in social networks in Russia in 2018, by topic, gender, and age group* [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1068402/luxury-consumer-subscriptions-by-topic-and-age/
McKinsey & Company. "Share of luxury consumers subscribed to media projects in social networks in Russia in 2018, by topic, gender, and age group*." Chart. June 30, 2018. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1068402/luxury-consumer-subscriptions-by-topic-and-age/
McKinsey & Company. (2018). Share of luxury consumers subscribed to media projects in social networks in Russia in 2018, by topic, gender, and age group*. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1068402/luxury-consumer-subscriptions-by-topic-and-age/
McKinsey & Company. "Share of Luxury Consumers Subscribed to Media Projects in Social Networks in Russia in 2018, by Topic, Gender, and Age Group*." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Jun 2018, /statistics/1068402/luxury-consumer-subscriptions-by-topic-and-age/
McKinsey & Company, Share of luxury consumers subscribed to media projects in social networks in Russia in 2018, by topic, gender, and age group* ÌÇÐÄÆƽâ°æ, /statistics/1068402/luxury-consumer-subscriptions-by-topic-and-age/ (last visited July 26, 2026)
Share of luxury consumers subscribed to media projects in social networks in Russia in 2018, by topic, gender, and age group* [Graph], McKinsey & Company, June 30, 2018. [Online]. Available: /statistics/1068402/luxury-consumer-subscriptions-by-topic-and-age/
