This document summarizes a comparison between affluent individuals in Sweden and Britain. It finds that Swedes and Brits have similar levels of non-real estate investments (95%) and investments managed by advisors (25%). However, Swedes trust their financial advisor (92%) and mechanic (31%) more than their spouse/partner, while Brits only trust their financial advisor (72%) more. Both nationalities feel their economy will perform neutrally over the next 6 months and 2 years, but Swedes are more optimistic about performance in 5 years. When it comes to luxury goods, Rolex is preferred over Apple Watch for both, and brand heritage is the most important attribute. Swedes prefer buying luxury goods in stores

1. Comparison Between Swedish and British Affluent Individuals
Lars Long, MAIB
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2. About the Sample
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Sample size: 150 151
Min household income: £100,000 1.3M Sek
Average Age: 49.7 54.9
Gender (M/F): 71/29 69/31
• An incentive of approximately £25 was given.
• The fieldwork took place between August 28 – September 3.

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Wealth: Investments
Do you have non real estate investments?
What percent are managed by an advisor?
What percent are international in nature?
95% 95%
25%
25%
16%
24%

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Wealth: Trust Ranking (top 2 boxes)
Spouse / Partner
Financial advisor
Auto Mechanic
Prime Minister
Local Politician
67%
92%
31%
8%
2%4%
9%
22%
72%
95%
14%
6%
17%
Brits surveyed trust their
financial advisor more than
their spouse / partner.
Swedes surveyed trust their
financial advisor more than
their spouse / partner.
Swedes surveyed trust their
mechanic more than their
spouse/partner.

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Wealth: The Euro
6% 25%
Do you feel your country should adopt
the Euro as its official currency?

6. How do you feel your national economy will perform over the
following time periods: (choices: better, neutral, worse)
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Wealth: Outlook
-11%
-7%
21%17%
47% 46%
6mo 2 years 5 years
Sweden UK
Non neutral
net %

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Luxury: Single brand Top of Mind
12% 7% 7% 7% 6%
11% 9% 6% 6% 5%

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Luxury: Comparing Apples to Rolexes
Top of the line Apple iWatch (£13,000)
Mid range Rolex (£8,000)
13%
87%
22%
78%
If you were to receive a gift (that you could
not resell) which watch would you prefer?

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Luxury: Attribute Importance
Brand Heritage / Reputation
Exclusivity / Limited supply
Style & Design
Superior Performance
Country of origin
30%
28%
23%
18%
1%
43%
12%
24%
20%
2%

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Luxury: Purchase Setting (attitude)
In a store
Online
No Preference
62%
4%
34%
48%
6%
46%
Where do you prefer to buy luxury goods
for yourself?

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Luxury: Purchase Setting (behavior)
For self: Offline
For self: Online
66%
34%
81%
19%
What % of the luxury items you purchased
P12M were transacted online/offline?

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Thank you!
Supporting luxury research with highly validated affluent sample.
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