Post on 15-Nov-2014
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The LinkedIn Professional At A Glance
Average Age 41
Household Income $109,703
Male 64%
Comp Index Rank
HHI $100K+ 53.5% 210 1
Own Smartphone/PDA 34% 430 1
College Grad/Post Grad
80.1% 156 2
Business Decision Maker
49% 185 13
EVP/SVP/VP 6.5% 317 4
Source: @plan Summer 2008
The LinkedIn Audience: The New Influencers
A Younger, More Affluent, More Influential And Harder-To-Find Audience Than The Leading Business Sites
PropertyAverage
AgeAverage
HHI
%Comp Co Size <100
% Comp Business Decision Makers
% Comp That Read Business Magazine Last 30 Days
LinkedIn 41$109,70
326% 49% 29%
WSJ.com 48 $101,701 18% 40% 45%
Forbes.com 47 $93,896 18% 38% 47%
BusinessWeek.com
48 $95,668 18% 42% 51%
Source: @plan Summer 2008
LinkedIn Members: Educated & Affluent
95% Are College Educated- 37% Are Post-Grads
LinkedIn Is Ranked #1 For Comp of A25-54 HHI $150K+ (Index 338)- Average HHI is $110K
24% Have A Portfolio Value of $250K+
Source: @plan Summer 2008
Financial Profile
Average HHI $109,780 24% Have A Portfolio Value of $250K+
- 56% Have An Account With An Online Brokerage
- 60% Have An Account With An Offline Brokerage
85% Viewed/Paid Bills Online in Last 30 Days 53% Monitored/Viewed Stocks Online in Last 30 Days Types of Securities Owned:
- Money Market Funds: 35%
- Shares of Stock: 30%
- Self-directed IRA: 26%
- Mutual Fund (Stock) 20%
- Mutual Fund (Index) 15%
Credit Card Ownership- American Express: 38%
- Visa: 67%
- MasterCard: 53%
- Discover: 20%
Source: @plan Summer 2008
Business Decision Makers
Job Titles:- C-Level Executives 7.8%- EVP/SVP 6.5%- Senior Management: 16%- Middle Management: 18%
50% Are Business Decision Makers In Their Companies- Computer Software DM/Influencer: 32%- Computer Hardware DM/Influencer: 22%- Business Consulting Services: 18%- IT Consulting DM/Influencer: 17%- Office Supplies DM/Influencer: 17%- Business Equipment DM/Influencer: 20%- Printing DM/Influencer: 12%- Travel Services DM/Influencer: 12%
Purchased in The Last Year For Their Business:- Computer Hardware 30%- Software 22%
Source: @plan Summer 2008
LinkedIn Delivers Small Business
Percent of Audience In Companies with Fewer Than 50 Employees
0
5
10
15
20
25
LinkedIn Forbes WSJ BusinessWeek CNNMoney
Source: @plan Summer 2008
LinkedIn Delivers Business Decision Makers
Percent of Audience Who Are Business Decision Makers
0
10
20
30
40
50
60
LinkedIn BusinessWeek WSJ Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Delivers Software Decision Makers
Percent of Audience Who Are Software Decision Makers
0
5
10
15
20
25
30
35
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Delivers Hardware Decision Makers
Percent of Audience Who Are Hardware Decision Makers
0
5
10
15
20
25
LinkedIn BusinessWeek WSJ Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Delivers Business Consulting Decision Makers
Percent of Audience Who Are Business Consulting Services Decision Makers
0
5
10
15
20
LinkedIn BusinessWeek WSJ Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Delivers IT Consulting Decision Makers
Percent of Audience Who Are IT Consulting Services Decision Makers
0
5
10
15
20
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Delivers Marketing Services Decision Makers
Percent of Audience Who Are Marketing Services Decision Makers
0
2
4
6
8
10
12
14
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Delivers Travel Services Decision Makers
Percent of Audience Who Are Travel Services Decision Makers
0
2
4
6
8
10
12
14
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Delivers iTunes Fans
Percent of Audience Who Used iTunes In The Last 30 Days
0
10
20
30
40
50
60
70
LinkedIn CNET WSJ Forbes CNNMoney
Source: @plan Summer 2008
Over 3,000,000 LinkedIn Members Used iTunes in the Last 30 Days
LinkedIn Delivers PC Buyers
Percent of Audience With More Than 3 PCs In Their Home
0
10
20
30
40
50
LinkedIn BusinessWeek WSJ Forbes CNNMoney
Source: @plan Summer 2008
Over 2,300,000 LinkedIn Members Have More Than 3 PCs In Their Home
LinkedIn Delivers Mobile Professionals
Percent of Audience Who Own A PDA/ Smartphone (Blackberry, Treo, etc)
05
10152025303540
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
Over 1,800,000 LinkedIn Members Own A PDA/Smartphone (Blackberry, Treo, etc)
LinkedIn is the #1 site for composition of PDA/Smartphone Owners (Index 430)
LinkedIn Members Are In The Groundswell
Online Activity: Seek/ Post Product Reviews Last 30 Days
0
10
20
30
40
50
60
LinkedIn BusinessWeek WSJ CNNMoney Forbes
Source: @plan Summer 2008
Over 2,500,000 LinkedIn Members Researched/Reviewed Products Online Last Month
LinkedIn Members Are In The Groundswell
Online Activity: Seek/ Give Advice Last 30 Days
05
10152025303540
LinkedIn BusinessWeek Forbes CNNMoney WSJ
Source: @plan Summer 2008
Over 1,900,000 LinkedIn Members Looked For or Gave Advice Online Last Month
LinkedIn Delivers C-Levels At Small Businesses
Composition of C-Level Execs in Companies With <10 Employees
012345678
LinkedIn WSJ CNNMoney BusinessWeek Forbes
Source: @plan Summer 2008
LinkedIn Ranks #14 and Indexes 215 for Comp of C-Level Executives At Businesses With <10 Employees
LinkedIn Delivers More Corporate C-Level Executives
Reach of Corporate C-Level Executives
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
LinkedIn Forbes WSJ CNNMoney BusinessWeek
Source: @plan Summer 2008
LinkedIn Ranks #8 and Indexes 483 for Comp of Corporate C-Level Executives
LinkedIn Delivers More C-Level Executives
Reach of C-Level Executives (Any)
0
100,000
200,000
300,000
400,000
500,000
600,000
LinkedIn WSJ BusinessWeek
Source: @plan Summer 2008
LinkedIn Delivers More VPs
Reach of EVP/ SVP/ VP Level Executives
050,000
100,000150,000200,000250,000300,000350,000400,000
LinkedIn WSJ BusinessWeek
Source: @plan Summer 2008
LinkedIn Ranks #4 And Indexes 317 In Reaching VPs
LinkedIn Delivers Business Travelers
%Comp Traveled for Business - Last 3 Months
0
10
20
30
40
50
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Ranks #2 and Indexes 224 against “Traveled for Business in Last 3 Months”
LinkedIn Delivers Heavy Tech Spenders
%Comp "Heavy Spending" for Computer Hardware Last 6 Months
0
1
2
3
4
5
LinkedIn CNNMoney WSJ BusinessWeek Forbes
Source: @plan Summer 2008
LinkedIn Ranks #1 In The Competitive Set and Indexes 534 against “Computer Hardware – Heavy Spending (Last 6 mos)”
LinkedIn Members Are Well-Read
%Comp "Heavy Spending" for Books Last 6 Months
0
5
10
15
20
25
30
LinkedIn WSJ BusinessWeek CNNMoney Forbes
Source: @plan Summer 2008
Over 1,360,000 LinkedIn Members Report “Heavy Spending” For Books in the Past 6 Months LinkedIn Ranks #1 In The Competitive Set and Indexes 240 against “Books – Heavy Spending (Last 6 mos)”
LinkedIn Delivers Female Professionals
%Comp Employed Women
0
5
10
15
20
25
30
35
LinkedIn BusinessWeek CNNMoney WSJ Forbes
Source: @plan Summer 2008
LinkedIn Ranks #1 In The Competitive Set against “Employed Women”
LinkedIn Delivers Car Renters
%Comp 1+ Car Rentals For Business Last 30 Days
0
5
10
15
20
LinkedIn Forbes WSJ CNNMoney BusinessWeek
Source: @plan Summer 2008
LinkedIn Ranks #1 In The Competitive Set and #15 overall against “1+ Car Rentals for Business” Last 30 Days
LinkedIn Delivers The Next Generation of Luxury Car Buyers
%Comp Car/ Truck Segment = Entry Luxury
0
2
4
6
8
10
12
14
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Ranks #1 In The Competitive Set and #5 overall against “Car/Truck Segment: Entry Luxury”
LinkedIn Delivers Affluent Individuals
%Comp HHI = $100K+
0
10
20
30
40
50
60
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Ranks #1 Overall And Indexes 210 in “Household Income $100K+” LinkedIn Delivers More than 2,850,000 Individuals With HHI $100K+
LinkedIn Delivers Affluent Individuals
%Comp HHI = $150K+
0
5
10
15
20
25
30
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Ranks #2 Overall and Indexes 258 in “Household Income $150K+” LinkedIn Delivers More than 1,350,000 Individuals With HHI $150K+
LinkedIn Delivers Frequent Business Fliers
% Comp - Any Airline Last 30 Days % Comp 3+ Flights Last 30 Days
29
2220 20 20
6.7 5.8 5.54.2 3.9
0
5
10
15
20
25
30
35
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008
LinkedIn Ranks #1 and Indexes 285 against “Traveled for Business in Last 3 Months – Any Airline”
LinkedIn Ranks #1 and Indexes 256 against “1+ Round Trip Flight For Business in Last 30 Days”
LinkedIn Ranks #1 in Competitive Set and Indexes 345 for “3+ Flights For Business in Last 30 Days”