Not all Tech Consumers Are Created Equal
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Our latest Consumer Technology Research sheds some light on this untapped “indulgent techie” audience and shows that that not all consumers are created equal when it comes to their willingness to spend on hot new products. In contrast to the tech consumers traditionally reached on lifestyle media, indulgent techies buy tech products often, spend more on each device, and influence the purchases of others. They are high-value consumers that spend time looking for tech information on LinkedIn. Contact us to learn more about this study.
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Not all Tech Consumers Are Created Equal
- 1. Consumer Technology Research Australia, Q4 2012
- 2. Not All Tech Consumers Are Created Equal ©2013 LinkedIn Corporation. All Rights Reserved. 2 Purchase often, spend more Early adopters with high lifetime value Share opinions & influence others Seek tech content & discuss in groups Discriminating techies Indulgent techies LMS Purchase few products, less often Spends less disposable income on tech Engage with tech content & discount offers 1. Company news & updates 2. Group discussions Non-techies Purchase rarely Low lifetime value 1. Discounts or special offers 2. Company & new product news
- 3. 03 02 01 Key Findings from LinkedIn Members Active shoppers of technology products Heavy spenders on consumer technology LMS 04 05 Turn to social before and after a purchase Look for tech news & updates on LinkedIn Advise peers about technology ©2013 LinkedIn Corporation. All Rights Reserved. 3
- 4. LinkedIn Members Actively Shop Technology Products Purchased at least one consumer tech product in the past year Plan to purchase at least one consumer tech product in the next year 89% 76% Shopped for at least one consumer tech product in the past year 94% LMS 4©2013 LinkedIn Corporation. All Rights Reserved. Source: April 2013 survey of. LinkedIn audience in Australia 1Source: PricewaterhouseCoopers and Frost & Sullivan report "Digital Media Research 2012:Australian & New Zealand Online Shopping Market Insights of Australians purchased tech products online in 20121 59%
- 5. They Spend Heavily on Consumer Technology LMS 5©2013 LinkedIn Corporation. All Rights Reserved. 67% Spent more than $1,000 on consumer technology in 2012 37% Spent more than $2,000 on consumer technology in 2012 Source: April 2013 survey of. LinkedIn audience in Australia
- 6. They Turn to Social Before and After a Purchase 54% 44% Find information about a consumer technology product they want to purchase Share information about a consumer technology product they have purchased LMS 6©2013 LinkedIn Corporation. All Rights Reserved. Source: December 2012 survey of U.S. LinkedIn audience
- 7. ? For each of the following types of information, which social network would you trust the most?* LMS 7©2013 LinkedIn Corporation. All Rights Reserved. *Among LI members who would trust social media for this information | Source: April 2013 survey of. LinkedIn audience in Australia Tech product info from peers 53% 42% 5% 75% 18% 7% Tech product info from experts 58% 37% 6% Tech product info from brands They Trust LinkedIn Most for Product Information
- 8. Best Practices for Marketers Target the high-spending, influential indulgent techies that may be missing from other social platforms Develop a trusted presence on the most relevant channels Engage followers and encourage them to share feedback on products Build a content marketing strategy that that provides relevant information to each stage of the purchase process Listen to when, where, and how consumers want to engage LMS 8©2013 LinkedIn Corporation. All Rights Reserved.