Reaching Indulgent Techies on LinkedIn

download Reaching Indulgent Techies on LinkedIn

If you can't read please download the document

  • date post

    23-Aug-2014
  • Category

    Internet

  • view

    682
  • download

    0

Embed Size (px)

description

Compared to the average online adult, LinkedIn members spend more on electronics and are more likely to value quality over price. And the most enthusiastic tech consumers, the indulgent techies, are highly engaged on LinkedIn. Find out how to reach this influential audience as we reveal our latest Consumer Electronics research with Ipsos. You'll find answers to questions such as: - What factors drive their electronics purchase decisions? - How does their mindset differ on LinkedIn, Facebook, and Twitter? - What does it take to convince indulgent techies to switch brands?

Transcript of Reaching Indulgent Techies on LinkedIn

  • Commissioned study conducted by: Reaching Indulgent Techies on LinkedIn Dial-in: 877-668-4490 Access Code: 922 616 801 @LinkedInMktg #IndulgentTechies
  • 2 Mike Weir Vertical Director, Technology Industry LinkedIn Steve Kraus Chief Insights Officer Ipsos
  • 20% of households ($100K+ HH) 69% of net worth 40-45% of $ spent on CE and online video Source: Ipsos analysis of Consumer Expenditure Survey
  • Affluents Consistently Look for High-End CE 59% of Ultra Affluents 4 36% of Affluents typically buy luxury / high-end computers / electronics (#1) Source: Ipsos Auent Barometer
  • CE Purchases Are Extensively Researched 5 86% Do a fair amount or great deal of research before CE purchases Behind only auto; on par with travel 57% Research CE purchases for a few weeks or more Source: 2013 Ipsos Auent Barometer
  • Most helpful in pre-purchase CE research CE Research Resources: Internet, Retail, Word-of-Mouth Source: 2013 Ipsos Auent Barometer 72% 48% 46% Informa0on/ar0cles from websites Doing research or trying out items in a retail store Talking with friends/family/co- workers 6
  • How do you do research when making a technology/electronic item? purchase? Check websites for prices; check reviews where available; talk to family members if appropriate. Internet Research Crucial in CE Buying Process Source: 2013 Ipsos Auent Barometer. 7
  • Understanding LinkedIn members and their affinity for consumer electronics 2013 LinkedIn Corporation. All Rights Reserved. 8 1,027 LinkedIn members 600 adults that are representative of the online population 1,627 Online adults surveyed in the U.S.
  • LinkedIn members... Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 9 include indulgent techies who are considerably more reliant on their devices, and engaged on LinkedIn. have a deep reliance on technology, and they value quality over price. are twice as likely to own a laptop, smartphone, AND a tablet. are over 2X more likely to have spent $1k+ on consumer tech devices last year.
  • Tech devices are a must-have for LinkedIn members 2013 LinkedIn Corporation. All Rights Reserved. 10 Own/Plan to buy within year Own: 95% 88% 61% Will buy: 22% 30% 24% LinkedIn members are 2X more likely than online adults to own all three devices
  • One-third of LinkedIn members spent more than $1k on consumer electronics last year 2013 LinkedIn Corporation. All Rights Reserved. 11 LinkedIn Members 16% 33% Online Adult Population 2.1x HIGHER
  • The most money is spent on computers and TVs 2013 LinkedIn Corporation. All Rights Reserved. 12 $942 $646 $387 $355 $245 $166 $144 $139 $129 Desktop / Laptop computer TV / HDTV Tablet Video game console Smartphone Wearable technology Cloud-based Software Media streaming devices Mobile apps Median $ spent on devices in past year
  • I rely on technology to manage parts of my life I would listen to a colleague's recommendation on which electronics to purchase I like to educate myself as much as possible about consumer electronics I enjoy learning about new technology trends They rely on technology and are highly receptive to product recommendations and info 13 Agreement with statements about consumer electronics (top 2 box) 80% 80% 69% 63% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
  • LinkedIn members value product features and reviews over deals and coupons 14 Highly important factors in electronic device purchase decision Features I want Positive reviews Recommended by a friend I own other products from the brand Coupon/ discount offer Lowest price Company approval 89% 72% 43% 37% 37% 31% 14% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
  • I tend to spend time researching products before purchasing Good value for the money is more important than price Owning good quality things brings me enjoyment I do not buy new products without knowing how they work with my current technology Buying a high quality product and getting a good value is extremely important 15 Agreement with statements about products and shopping (top 2 box) 86% 82% 81% 78% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
  • I am almost constantly doing more than one thing at a time I am an optimistic person I tend to take the lead in decision-making I think of myself as a creative person They are multi-taskers, optimistic, creative and tend to take the lead in decision-making 16 Agreement with statements about yourself (top 2 box) 81% 78% 74% 71% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
  • Better features and brand education attract more switchers than discounts and offers 17 Highly important factors to switching brands for consumer electronics 63% 53% 41% 27% 13% Brand offers better features Educated on new brands value over current brand A great discount or offer Friends recommendation IT department approved % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users
  • LinkedIn members are investing their time instead of passing the time 2013 LinkedIn Corporation. All Rights Reserved. 18 Top 2 reasons for visiting each social network 1) To stay connected with business contacts: 81% 2) To keep current on trends for work: 53% 1) To stay connected with friends / relatives: 90% 2) To help pass the time: 73% 1) To help pass the time: 43% 2) To keep current on trends & news: 43%
  • Members use LinkedIn most to network and learn 2013 LinkedIn Corporation. All Rights Reserved. 19 Top 5 LinkedIn Features Used 0504 01 Connect with other professionals Read content in LinkedIn feed Search for business opportunities 02 Look at other's profiles 03 LinkedIn Groups
  • Indulgent Techies 2013 LinkedIn Corporation. All Rights Reserved. 20
  • 1) Spend a considerable amount on tech devices each year. 2) Early adopters of technology with high lifetime value. 3) Seek out tech content such as consumer reviews, tech trends, and product education. 2013 LinkedIn Corporation. All Rights Reserved. 21 Who are Indulgent Techies?
  • All Indulgent Techies on LinkedIn bought consumer electronics last year and 3 in 4 spent over $1k 2013 LinkedIn Corporation. All Rights Reserved. 22 Money spent on consumer electronics last year LINKEDIN INDULGENT TECHIES 53% 16% 100% 76% ONLINE POPULATION 4.75x HIGHER
  • Indulgent Techies rely on technology even more so than the average LinkedIn member 23 Agreement with statements about consumer electronics (top 2 box) I rely on technology to manage parts of my life I like to educate myself as much as possible about consumer electronics I would listen to a colleague's recommendation on which consumer electronics to purchase I enjoy learning about new technology trends 90% 84% 83% 78%
  • ... And they are even more sophisticated consumers 2013 LinkedIn Corporation. All Rights Reserved. 24 Features I want Positive reviews I own other products from the brand Recommended by a friend Coupon/ discount offer Lowest price Company approval 93% 75% 43% 41% 36% 27% 18% Highly important in electronics purchase decision
  • They also learn about products before purchasing, focusing on value and high quality items 2013 LinkedIn Corporation. All Rights Reserved. 25 I tend to spend time researching products and services before purchasing Good value for the money is more important than price Owning good quality things brings me enjoyment I do not buy new products without knowing how they work with my current technology 92% 88% 88% 87% Agreement with statements about attitudes and opinions on products and shopping
  • Members, especially Indulgent Techies, are using LinkedIn to network and learn more so than to follow and share 26 84% 76% 52% 47% 41% 34% 31% 30% 23% 8% 87% 78% 58% 51% 48% 37% 38% 39% 29% 10% Co