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

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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

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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


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


LinkedIn Members

16%

33%

Online Adult Population

2.1x HIGHER

The most money is spent on computers and TVs


$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%


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%


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%


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


LinkedIn members are investing their time instead of passing the time


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


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


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.


Who are Indulgent Techies?

All Indulgent Techies on LinkedIn bought consumer electronics last year and 3 in 4 spent over $1k


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


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


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