Commissioned study conducted by:
Reaching Indulgent Techies on LinkedIn Dial-in: 877-668-4490 Access Code: 922 616 801 @LinkedInMktg #IndulgentTechies
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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 Affluent Barometer
CE Purchases Are Extensively Researched
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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 Affluent Barometer
Most helpful in pre-purchase CE research
CE Research Resources: Internet, Retail, Word-of-Mouth
Source: 2013 Ipsos Affluent Barometer
72%
48%
46%
Informa0on/ar0cles from websites
Doing research or trying out items in a retail store
Talking with friends/family/co-‐workers
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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 Affluent 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
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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
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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
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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
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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
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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
Friend’s 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
05 04
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
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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
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84%
76%
52%
47%
41%
34%
31%
30%
23%
8%
87%
78%
58%
51%
48%
37%
38%
39%
29%
10%
Connect with other professionals
Look at other's profiles
LinkedIn Groups
Search for business opportunities
Read content in LinkedIn feed
Send members in-mail
LinkedIn mobile app
Follow brands/company pages
Share/Comment
LinkedIn Polls
LinkedIn Features Used
LinkedIn members Indulgent Techies
Indulgent Techies believe LinkedIn is the most trusted and reliable resource for tech information
©2013 LinkedIn Corporation. All Rights Reserved.
Most trusted/reliable resource
21% 17% 14% 9% 0% 0%
Chart based on 50%
Best Practices for Marketers
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01
02
03
04
05
Target the affluent and indulgent techies
Encourage your followers to share feedback on products
Build trust by sharing content that is relevant and informative
Differentiate your brand based on features & benefits vs. price.
Educate techies on LinkedIn about how your product will help them become more efficient and successful.
Reaching Indulgent Techies with Followers
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The results
Brand Impact § 3X more likely to consider Samsung Mobile § 2X more likely to recommend Samsung Mobile
Affluent Techies § 44% have HHI $100k+ § 88% are looking for a new smartphone in the
next year
Engaging Content § 76% of Followers feel more up-to-date § 51% feel closer to Samsung
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Questions?
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Thank You! Learn how other marketers successfully met their objectives: marketing.linkedin.com/success-stories Learn how you can reach this audience: marketing.linkedin.com/contact