Connected Techies
Why LinkedIn Members make a Premium Audience
for Consumer Tech Marketers
Commissioned study
conducted by...
Understanding LinkedIn members and their affinity for
consumer electronics

1,627

Online adults
surveyed in the
U.S.

1,0...
LinkedIn members...
are twice as likely to own a laptop,
smartphone, AND a tablet.
are over 2X more likely to have spent
$...
Tech devices are a ‘must-have’ for LinkedIn members
Own/Plan to buy within year

Own:

95%

88%

61%

Will buy:

22%

30%
...
One-third of LinkedIn members spent more than $1k
on consumer electronics last year
33%

16%

2.1x

HIGHER

Online Adult P...
The most money is spent on computers and TVs
Median $ spent on devices in past year

Desktop / Laptop computer	
  

$942

...
They rely on technology and are highly receptive to
product recommendations and info
Agreement with statements about consu...
LinkedIn members value product features and reviews
over deals and coupons
Highly important factors in electronic device p...
Buying a high quality product and getting a good value
is extremely important
Agreement with statements about products and...
They are multi-taskers, optimistic, creative and tend to
take the lead in decision-making
Agreement with statements about ...
Better features and brand education attract more
switchers than discounts and offers
Highly important factors to switching...
LinkedIn members are investing their time instead of
passing the time
Top 2 reasons for visiting each social network

1) T...
Members use LinkedIn most to network and learn
Top 5 LinkedIn Features Used
01

03

02

Connect with other professionals

...
Indulgent Techies

©2013 LinkedIn Corporation. All Rights Reserved.

14
Who are Indulgent Techies?

1) Spend a considerable amount on tech devices each year.
2) Early adopters of technology with...
All Indulgent Techies on LinkedIn bought consumer
electronics last year and 3 in 4 spent over $1k
Money spent on consumer ...
Indulgent Techies rely on technology even more so
than the average LinkedIn member
Agreement with statements about consume...
... And they are even more sophisticated consumers
Highly important in electronics purchase decision

93%
75%

43%

41%

3...
They also learn about products before purchasing,
focusing on value and high quality items
Agreement with statements about...
Members, especially Indulgent Techies, are using LinkedIn
to network and learn more so than to follow and share
LinkedIn F...
Indulgent Techies believe LinkedIn is the most
trusted and reliable resource for tech information
Most trusted/reliable re...
Best Practices for Marketers
01

Target the affluent and indulgent techies on the platform that is most
trusted and releva...
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Connected Techies: Why LinkedIn Members Make a Premium Audience for Consumer Tech Marketers

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Research shows that LinkedIn members are much more likely to own and spend more on consumer tech devices. Find out why in this new research from Ipsos.

Published in: Marketing

Connected Techies: Why LinkedIn Members Make a Premium Audience for Consumer Tech Marketers

  1. 1. Connected Techies Why LinkedIn Members make a Premium Audience for Consumer Tech Marketers Commissioned study conducted by:
  2. 2. Understanding LinkedIn members and their affinity for consumer electronics 1,627 Online adults surveyed in the U.S. 1,027 LinkedIn members ©2013 LinkedIn Corporation. All Rights Reserved. 600 adults that are representative of the online population 2
  3. 3. LinkedIn members... 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. have a deep reliance on technology, and they value quality over price. include indulgent techies who are considerably more reliant on their devices, and engaged on LinkedIn. Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 3
  4. 4. 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 ©2013 LinkedIn Corporation. All Rights Reserved. 4
  5. 5. One-third of LinkedIn members spent more than $1k on consumer electronics last year 33% 16% 2.1x HIGHER Online Adult Population ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Members 5
  6. 6. The most money is spent on computers and TVs Median $ spent on devices in past year Desktop / Laptop computer   $942 TV / HDTV   $646 Tablet   $387 Video game console   $355 Smartphone   Wearable technology   $245 $166 Cloud-based Software   $144 Media streaming devices   $139 Mobile apps   $129 ©2013 LinkedIn Corporation. All Rights Reserved. 6
  7. 7. They rely on technology and are highly receptive to product recommendations and info Agreement with statements about consumer electronics (top 2 box) I rely on technology to manage parts of my life   80% I would listen to a colleague's recommendation on which electronics to purchase   80% I like to educate myself as much as possible about consumer electronics   69% I enjoy learning about new technology trends   63% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users 7
  8. 8. LinkedIn members value product features and reviews over deals and coupons Highly important factors in electronic device purchase decision 89% 72% 43% 37% 37% 31% 14% Features I want Positive reviews Recommended by a friend I own other products from the brand % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users Coupon/ discount offer Lowest price Company approval 8
  9. 9. Buying a high quality product and getting a good value is extremely important Agreement with statements about products and shopping (top 2 box) I tend to spend time researching products before purchasing   86% Good value for the money is more important than price   82% Owning good quality things brings me enjoyment   81% I do not buy new products without knowing how they work with my current technology   78% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users 9
  10. 10. They are multi-taskers, optimistic, creative and tend to take the lead in decision-making Agreement with statements about yourself (top 2 box) I am almost constantly doing more than one thing at a time   81% I am an optimistic person   78% I tend to take the lead in decision-making   74% I think of myself as a creative person   71% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users 10
  11. 11. Better features and brand education attract more switchers than discounts and offers 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 % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users Friend’s recommendation IT department approved 11
  12. 12. 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% ©2013 LinkedIn Corporation. All Rights Reserved. 12
  13. 13. Members use LinkedIn most to network and learn Top 5 LinkedIn Features Used 01 03 02 Connect with other professionals 04 Look at other's profiles LinkedIn Groups 05 Search for business opportunities ©2013 LinkedIn Corporation. All Rights Reserved. Read content in LinkedIn feed 13
  14. 14. Indulgent Techies ©2013 LinkedIn Corporation. All Rights Reserved. 14
  15. 15. Who are 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. ©2013 LinkedIn Corporation. All Rights Reserved. 15
  16. 16. All Indulgent Techies on LinkedIn bought consumer electronics last year and 3 in 4 spent over $1k Money spent on consumer electronics last year 100% 76% 53% 4.75x 16% ONLINE POPULATION ©2013 LinkedIn Corporation. All Rights Reserved. HIGHER LINKEDIN INDULGENT TECHIES 16
  17. 17. Indulgent Techies rely on technology even more so than the average LinkedIn member Agreement with statements about consumer electronics (top 2 box) I rely on technology to manage parts of my life   90% I like to educate myself as much as possible about consumer electronics   84% I would listen to a colleague's recommendation on which consumer electronics to purchase   83% I enjoy learning about new technology trends   78% 17
  18. 18. ... And they are even more sophisticated consumers Highly important in electronics purchase decision 93% 75% 43% 41% 36% 27% 18% Features I want Positive reviews ©2013 LinkedIn Corporation. All Rights Reserved. I own other products from the brand Recommended by a friend Coupon/ discount offer Lowest price Company approval 18
  19. 19. They also learn about products before purchasing, focusing on value and high quality items Agreement with statements about attitudes and opinions on products and shopping I tend to spend time researching products and services before purchasing 92% Good value for the money is more important than price 88% Owning good quality things brings me enjoyment 88% I do not buy new products without knowing how they work with my current technology 87% ©2013 LinkedIn Corporation. All Rights Reserved. 19
  20. 20. Members, especially Indulgent Techies, are using LinkedIn to network and learn more so than to follow and share LinkedIn Features Used 84% 87% Connect with other professionals 76% 78% Look at other's profiles 52% 58% LinkedIn Groups 47% 51% Search for business opportunities 41% Read content in LinkedIn feed 48% 34% 37% Send members in-mail 31% LinkedIn mobile app 38% 30% Follow brands/company pages 39% 23% 29% Share/Comment LinkedIn Polls 8% 10% LinkedIn members Indulgent Techies 20
  21. 21. Indulgent Techies believe LinkedIn is the most trusted and reliable resource for tech information Most trusted/reliable resource 21% 17% 14% 9% 0% 0% Chart based on 50% ©2013 LinkedIn Corporation. All Rights Reserved.
  22. 22. Best Practices for Marketers 01 Target the affluent and indulgent techies on the platform that is most trusted and relevant to their needs. 02 Encourage your followers to share feedback on products – they are your biggest advocates in the social space. 03 Build trust by sharing content that is relevant and informative for this audience of creative, optimistic, multi-taskers. 04 Differentiate your brand based on features and benefits vs. price. On LinkedIn, techies are more interested in quality and value. 05 Educate techies on LinkedIn about how your product will help them become more efficient and successful. ©2013 LinkedIn Corporation. All Rights Reserved. 22
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