According to the specialty retail study released by the L2, a digital think tank, the jewellery and watch companies have ‘vastly improved’ their digital IQ as compared to last year, resulting from the increased investments in social media. The study revealed Tiffany & Co. as leading the list of jewellery brands in terms of "digital IQ". Blue Nile, the online retailer stood the next highest jewelry firm, with a grade of "Average" . In this study, Cartier's site eared a gradig of average eve though its looks were praised. Swarovski and Swatch were also within the ‘Average rating’. Zale’s grade was ‘ Challenged’.

The study revealed that over 97 percent of consumers responded the social media to affect purchase decisions; 79 percent of smartphone owners use their devices while shopping; and 70% of consumers check product reviews before making a purchase.