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T H E A S P I R T A T I O N A L C O N S U M E RH O N G K O N G A N D S I N G A P O R EF E B R U A R Y 2 0 1 4

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Manage at least 3 personal investments80% 33% Own luxury clothing and accessories

25% Own a second house

Source: BE:Asia 2013Base: LinkedIn Monthly Reach

193K Is the average salary for LinkedIn’s BE (USD)

LinkedIn’s Business Elite audience in Asia live a lifestyle which reflects their affluence

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When asked about luxury, the brands that were front-of-mind were…

LinkedIn members Worldwide November 2013,N=1980

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Professional life events disrupts the normal purchasing pattern for a consumer in Hong Kong and Singapore

Triggers to purchase luxury products:

An achievement such as promotion or

graduation

Receive a bonus or raise at work

A change in job

51%of respondents

46%of respondents

26%of respondents

LinkedIn members in Hong Kong and SIngapore, November 2013,N=130

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The Aspirational Consumer on LinkedIn is ready and willing to spend…

In the next 12 months, members in Hong Kong and Singapore intend to purchase a:

Holiday home Private car

Health club membership

Base: HK Business Travelers n=393

Base: SG Business Travelers n=563LinkedIn Audience 360 Business Travelers March 2013

*Business Traveler: Those who have taken an international business trip in the last 12 months Images taken from thenounproject

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Luxury products present a sophisticated personal brand, and signifies an aspirational mind set

63% 60% 55%

LinkedIn members in Hong Kong and SIngapore, November 2013,N=130

I sometimes treat myself to something I don’t need

I am a highly ambitious person

I strive to achieve a high social status

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A refined social image is more important to LinkedIn members in Hong Kong and Singapore

67%More respondents agreed with the

statement “I strive to achieve a high social status” compared to the global

average

2xAs many respondents agreed with the

statement “I like to live a lifestyle that impresses others” compared to the global

average

LinkedIn members in Hong Kong and SIngapore, November 2013,N=130

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