Reach Consumer Electronics Buyers with LinkedIn

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Marketing Solutions The consumer electronics market remains a bright spot in a lackluster economy – global spending is expected to exceed $1 trillion in 2012, up 5% from 2011 spending of $993 billion. 1 LinkedIn members are at the cutting edge of consumer electronics trends, and for consumer electronics marketers, they represent a lucrative target audience. We surveyed more than 1,600 in the U.S. to discover if: • Affluent LinkedIn members are willing to spend on quality products • They are sophisticated users of CE products • They influence others’ CE purchasing decisions • They change CE buying habits when they change jobs • They care more about productivity and efficiency, and less about entertainment value LINKEDIN MEMBERS ARE AFFLUENT 41% will spend more than $1,000 on consumer electronics products in 2012 INFLUENTIAL Two-thirds say that other people solicit their advice about electronics QUALITY-DRIVEN 43% more likely than the average adult to cite quality as a purchase driver GADGET-SAVVY 85% more likely to own or use a tablet PC than the average adult Reach Consumer Electronics Buyers with LinkedIn LinkedIn Consumer Electronics Audience Study, Q4 2011 1 LINKEDIN MEMBERS ARE WILLING TO SPEND LinkedIn Members General U.S. Online Population ESTIMATED SPEND ON CE IN 2012 24% 35% 41% 39% 33% 29% Affluent LinkedIn members are willing to spend more for quality To determine if LinkedIn members are likely to spend more on consumer electronics and pay more for high quality, we compared their buying habits to those of the U.S. general online population. Forty-one percent of LinkedIn members plan to spend $1,000 or more on CE purchases in 2012, compared to 29% of the general population. For every device respondents were asked about – including digital cameras, smartphones, and MP3 players – LinkedIn members ranked higher in ownership and usage than the average online adult. For example, 77% of LinkedIn members own or use a smartphone, compared to 51% of the general online population. Forty percent own or use tablet PCs, compared to 22% of the general online population. LESS THAN $500 $500 TO $999 $1000 OR MORE LINKEDIN MEMBERS ARE 25% MORE LIKELY TO SPEND $500 OR MORE

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The consumer electronics market remains a bright spot in a lackluster economy – global spending is expected to exceed $1 trillion in 2012, up 5% from 2011 spending of $993 billion. LinkedIn members are at thecutting edge of consumer electronics trends, and for consumer electronicsmarketers, they represent a lucrative target audience.

Transcript of Reach Consumer Electronics Buyers with LinkedIn

Page 1: Reach Consumer Electronics Buyers with LinkedIn

Marketing Solutions

The consumer electronics market remains a bright spot in a lackluster

economy – global spending is expected to exceed $1 trillion in 2012, up

5% from 2011 spending of $993 billion.1 LinkedIn members are at the

cutting edge of consumer electronics trends, and for consumer electronics

marketers, they represent a lucrative target audience. We surveyed more

than 1,600 in the U.S. to discover if:

• Af�uent LinkedIn members are willing to spend on quality products

• They are sophisticated users of CE products

• They in�uence others’ CE purchasing decisions

• They change CE buying habits when they change jobs

• They care more about productivity and ef�ciency, and less about entertainment value

LINKEDIN MEMBERS ARE

AFFLUENT41% will spend more than $1,000 on consumer electronics products in 2012

INFLUENTIALTwo-thirds say that other people solicit their advice about electronics

QUALITY-DRIVEN43% more likely than the average adult to cite quality as a purchase driver

GADGET-SAVVY85% more likely to own or use a tablet PC than the average adult

Reach Consumer Electronics Buyers with LinkedInLinkedIn Consumer Electronics Audience Study, Q4 2011

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LINKEDIN MEMBERS ARE WILLING TO SPEND

LinkedIn Members General U.S. Online Population

ESTIMATED SPEND ON CE IN 2012

24%

35%

41%

39%

33%

29%

Af�uent LinkedIn members are willing to spend more for qualityTo determine if LinkedIn members are likely to spend more on consumer

electronics and pay more for high quality, we compared their buying

habits to those of the U.S. general online population. Forty-one percent of

LinkedIn members plan to spend $1,000 or more on CE purchases in 2012,

compared to 29% of the general population. For every device

respondents were asked about – including digital cameras, smartphones,

and MP3 players – LinkedIn members ranked higher in ownership and

usage than the average online adult. For example, 77% of LinkedIn

members own or use a smartphone, compared to 51% of the general

online population. Forty percent own or use tablet PCs, compared to 22%

of the general online population.

LESS THAN$500

$500 TO$999

$1000 ORMORE

LINKEDIN MEMBERS ARE 25% MORE LIKELY TO SPEND $500 OR MORE

Page 2: Reach Consumer Electronics Buyers with LinkedIn

LINKEDIN MEMBERS ARE SOPHISTICATED ABOUT CE

Members own more devices and are sophisticated users of CE LinkedIn members are eager to use their CE devices in new ways, and

have enthusiastically adopted mobile products such as smartphones and

tablets. They are more likely to use these devices for shopping, social

networking, and research – both at home and at the of�ce. Tablets have

become a popular purchase for LinkedIn members: They are 85% more

likely to own or use a tablet PC than the average online adult. More than

two-thirds of LinkedIn members who own tablets use their tablets for both

business and personal activities, and nearly half take their tablets to

business meetings.

LinkedIn members are also signi�cantly more active on their smartphones

than the average online adult; for instance, they are almost twice as likely

to have made a purchase with their phone, 209% more likely to have

scanned a QR code using their phone, and 208% more likely to have

accessed a document or �le from their smartphones.

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MORE LIKELY TO BE APPROACHED BY OTHERS FOR ADVICE AND INFORMATION ABOUT CONSUMER ELECTRONICS

MORE LIKELY TO SHOP ON THEIR SMARTPHONE THAN THE AVERAGE ONLINE ADULT

MORE LIKELY THAN THE AVERAGE ONLINE ADULT TO HAVE BLUETOOTH IN THEIR CAR

21%

80%

53%

LINKEDIN MEMBERS USE MULTIPLE DEVICES REGULARLYDEVICES OWNED OR USED MONTHLY

LinkedIn Members

General U.S. Online Population

84%

68% 65%

51%

32% 34%

79% 79% 77%

42%

22%

40% 40%

29%36%

21% 19%

34% 34%

72%

DIGITALCAMERA

HDTV MULTIFUNCTION

PRINTER

SMART-PHONE

BLU-RAY TABLETPC

DIGITALCAM-

CORDER

COLORLASER

PRINTER

DIGITALSLR

CAMERA

EREADER

LinkedIn members also show that quality matters more than price when

they make CE purchases. Compared to the U.S. general online population,

LinkedIn members are 18% less likely to cite price as a factor when buying

smartphones, and 66% more likely to say that rich product features are

important to them.

Page 3: Reach Consumer Electronics Buyers with LinkedIn

When jobs change, CE product preferences changeWhen LinkedIn members change jobs – as did 27% of members surveyed –

they rethink their technology purchases and preferences, which means they

may be open to new marketing messages about CE products. Of the

LinkedIn members who changed jobs in the past 12 months, 67% changed

their use of technology to support their career growth and business

responsibilities, and 52% changed their criteria for purchasing technology

and electronics. Almost a third of members who changed jobs also

changed the CE brands they would consider purchasing.

Productivity and ef�ciency are key drivers for CE purchasesWhen it comes to the impact of technology on their daily lives, LinkedIn

members place high value on their CE devices. Ninety-three percent of

LinkedIn members agree that technology helps them keep up with their

busy lives, compared with 81% of the general online population. LinkedIn

members are more likely to cite ef�ciency and productivity as key bene�ts

of their consumer electronics products – and conversely, they are much less

likely that the general online population to name entertainment as a key

bene�t. LinkedIn members are also more than twice as likely as the average

online adult to say a smartphone that enhances productivity would get their

attention when shopping for a new device.

31

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LinkedIn.com

LINKEDIN MEMBERS CHOOSE EFFICIENCY OVER ENTERTAINMENT

MORE LIKELY TO VALUE PRODUCTIVITY

MORE LIKELY TO VALUE EFFICIENCY

LESS LIKELY TO VALUE ENTERTAINMENT

COMPARED TO THE GENERAL POPULATION, MEMBERS ARE:

65%39%34%

Members in�uence others’ CE purchasing decisionsLinkedIn members actively discuss consumer electronics preferences and

purchases with colleagues – and they themselves are strong in�uencers of

others’ CE buying decisions. Two-thirds of LinkedIn members say that other

people solicit their advice about electronics, compared to slightly more

than half of the general online population. They also seek out advice:

Ninety-two percent of LinkedIn members said they would listen to a

colleague’s recommendations for CE purchases, compared to 83% of the

general online population.

Personal recommendations matter more to LinkedIn members considering

a CE purchase than traditional marketing messages from TV, newspapers,

or magazines: They are 43% less likely than the general online population

to rely on television as an in�uential source of buying information.

Advertise on LinkedInLinkedIn is a powerful vehicle for consumer electronics marketers to reach

their target audience. Our marketing solutions provide advertisers with

the ability to target members based on their pro�le information, including

job title, job function, seniority, company name, company size, industry

and geography.

Page 4: Reach Consumer Electronics Buyers with LinkedIn

Copyright © 2012 LinkedIn Corporation, Inc. LinkedIn and the LinkedIn logo are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and trademarks are property of their respective owners. All rights reserved.

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LINKEDIN MEMBER’S CE WISH LIST FOR 2012

For more informationTo learn more about the 2012 LinkedIn Consumer Electronics Report and

how you can tap into LinkedIn’s audience of af�uent, in�uential,

hard-to-reach professionals, contact your LinkedIn Account Executive.

http://marketing.linkedin.com/contact

“Global Consumer Tech Device Spending to Surpass $1 Trillion in 2012,” Consumer Electronics Association press release, January 8, 2012.

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MethodologyLinkedIn’s 2012 Consumer Electronics Report was an online survey �elded

in December 2011. The 2012 Consumer Electronics Report is based on a

survey of 1,602 U.S. adults, including 801 active U.S. LinkedIn members

and 801 members of the U.S. general online population, recruited via

sample partner Survey Sampling International (SSI). Results were weighted

to re�ect the online U.S. population. All survey respondents own or use at

least one consumer electronics device or plan to purchase at least one such

device in the next year. For the purposes of this survey, “active” is de�ned

as a LinkedIn member who has visited LinkedIn at least once in the last 30

days. The demographics of the survey were representative of the broader

LinkedIn audience at the time the survey was conducted. A total of 801

LinkedIn members completed the survey, however, a number of analyses

focused on subsets of participants (n ~1,000). The margin of error on

reported percentages is +/- 2% for the entire sample and +/- 3% for

subgroup analyses, assuming a 95% con�dence level.

1. TABLET PC

2. IPHONE

3. HDTV