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Audience 360 Report India- 2014

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The audience 360 report for India - understand the Indian audience online, their behavior, background and expectations from social media and LinkedIn.

Published in: Social Media, Business, Technology
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Audience 360 Report India- 2014

  1. 1. Audience 360 – India May 2014
  2. 2. Methodology Fielding 15 minute online survey Respondents invited to participate via email Field timing 4th March – 12th March 2014 Incentives Qualified respondents were incentivized $5USD or the equivalent for their participation Quotas 100 Directors + - determined by how respondents indicate their title/seniority in the survey Sample Size India N= 953 2
  3. 3. Indians on LinkedIn – Who Are They? 3
  4. 4. Over 25 Million Indian Professionals are on LinkedIn Source: LinkedIn Audience 360 Member Study, India 2014, n=953 2 in 5 work in large organisations, 1,000 or above in size 20% have a household income of over 20 lacs 37% are Manager or above in their organisations 93% have received a university degree (or higher)
  5. 5. 5% 8% 18% 50% 19% 55+ 45 - 54 35 - 44 25 - 34 18 - 24 55% 24% 11% 4% 2% 3% < INR 10 lac 11-20 lacs 21-30 lacs 31-40 lacs 41-50 lacs > 51 lacs 1 in 4 have more than INR 25 lacs in investable assets 93%have received a university degree (or higher) 1 in 5Earn more than 20 lacs/annum Age Income India’s LinkedIn Professionals are affluent, young and well-educated Source: LinkedIn Audience 360 Member Study, India 2014, n=953
  6. 6. 36% 7% 11% 23% 10% 4% IC Self employed/consultant Assistant Manager Manager/Senior Manager Director, VP, CXO Owner 37%are Manager or above in their organisations Seniority They’re senior in their organisations – and influence business decisions 17% 22% 23% What vendors to use What products to use What candidates to hire Decision Making Authority 74% Source: LinkedIn Audience 360 Member Study, India 2014, n=953, Decision Making Authority n=1004 of members have influence over business decisions at their company
  7. 7. 19% 13% 9% 20% 20% 8% IC Self employed/consultant Assistant Manager Manager/Senior Manager Director, VP, CXO Owner 48%are Manager or above in their organisations Seniority The LinkedIn member base also accounts for a large proportion of SMB decision makers 18% 22% 22% What vendors to use What products to use What candidates to hire Decision Making Authority 85% Source: LinkedIn Audience 360 Member Study, India SMB 2014, n=329 of members have influence over business decisions at their company
  8. 8. They work across a number of industries, and are often found in larger organisations 2 in 5 work in large organisations, 1,000 or above in size  IT and Services  Financial Services  Telecommunications/ Wireless  Computer Hardware/ Semiconductors  Mechanical or Industrial Engineering TopIndustries Source: LinkedIn Audience 360 Member Study, India 2014, n=953
  9. 9. Our members are aspirational – they’re keen travellers, well informed, and have purchasing power 91% “I want to get to the top of my career” 91% “I like to visit new places and have new experiences” 79% “It is important that I look good every day” 81% “I prefer to be a leader rather than a follower” 87% “Keeping up with modern technology is the key to my success” 88% “I’m not afraid to spend money if its worthwhile” Source: LinkedIn Audience 360 Member Study, India 2014, n=953
  10. 10. 20% 29% 30% 38% 42% 67% 68% 75% Car loan Property loan Pension Shares Priority banking account Credit card Medical Insurance Life Insurance They’re tech savvy, and have vested relationships with banks and financial providers 41% 44% 48% 54% 66% 72% 83% 94% Travel goods Tablet Designer clothing Car Plasma / LCD / LED TV Digital camera Smartphone Laptop / desktop computer Currently Own (Electronics / Lifestyle) Currently Own (Financial Products) Source: LinkedIn Audience 360 Member Study, India 2014, n=953
  11. 11. They’re in-market for luxury items – and 53% of members are looking to purchase a financial product in the next 12 months 22% 22% 24% 27% 28% 35% 38% Smartphone Designer clothing Designer handbags / accessories Designer watches Plasma / LCD / LED TV Tablet Car In-Market (Electronics / Lifestyle) In-Market (Financial) Source: LinkedIn Audience 360 Member Study, India 2014, n=953 13% 15% 18% 24% 25% 28% Life Insurance Medical Insurance Credit card Shares Property loan Pension
  12. 12. They’re also travellers – with the majority of members involved in frequent flyer programs, and one quarter looking for travel insurance Source: LinkedIn Audience 360 Member Study, India 2014, n=953 41%are already members of frequent flyer programs 30%are looking to join frequent flyer programs in the next 12 months 29%are looking to purchase travel insurance in the next 12 months
  13. 13. What do Indian’s do on social / LinkedIn? 13
  14. 14. Indian LinkedIn Members look to social media when sourcing and consuming content 14 46% 51% 30% 33% 36% 43% 49% 63% 19% 64% 64% Participate in online polls/surveys Participate in groups/community discussions Subscribe to financial related feeds/blogs Download white papers Receive updates from financial services companies and/or experts Download slide presentations Follow a recognised industry expert/executive Search for key topics/information Listen to podcasts Watch videos Use as a source for news/content Consume Explore Inform Source: LinkedIn Audience 360 Member Study, India 2014, n=953Source: LinkedIn Audience 360 Member Study, India 2014, n=953 What do our members typically use social media for?
  15. 15. 89% 52% 49% 39% 11% Facebook is the most used social network amongst Indian LinkedIn members 15 Websites Used for Social Networking
  16. 16. 16 Indians are increasing their LinkedIn activity, and engaging significantly more with the platform 16 Source: LinkedIn Audience 360 Member Study, India 2014, n=953 60% 56% said they have increased LinkedIn activity over the past 12 months said that they are much more engaged on LinkedIn compared to 12 months ago
  17. 17. In India, members use LinkedIn to maintain their professional identity and connect with other professionals .. 67% 66% 64% 62% Maintain my professional identity Network with other professionals Reconnect with former colleagues Search for people 17 Source: LinkedIn Audience 360 Member Study, India 2014, n=953 Top Reasons for using LinkedIn
  18. 18. .. though also leverage it as a business tool – providing insights, content, and an appropriate context to connect with colleagues 18 76% 53% 10% 8% 69% 55% 53% 37% 31% 28% 22% 19% 19% 18% Times of India Economic Times Facebook Moneycontrol Yahoo Forbes.com Economist.com BBC Twitter Source: LinkedIn Audience 360 Member Study, India 2014, n=953 Primary websites used for business content consumption Social websites used to connect with business colleagues
  19. 19. More than 7 in 10 of our members follow companies – in the hunt for new product information, company news and industry trends .. 19 Source: LinkedIn Audience 360 Member Study, India 2014, n=878 72% of users in India are currently following companies on LinkedIn Most sought after content types from companies
  20. 20. .. those interested in following financial services companies have specific content requests 20 36% 39% 47% 47% 50% 51% 51% 53% 57% 57% 58% Crowd-sourced learning Finance events Thought leadership articles and stories Market and economic commentary Expert ratings, reviews, or testimonials Customer stories and case studies Product performance updates New innovation and technology developments New product information Best practices, how-to guides, checklists Company background Source: LinkedIn Audience 360 Member Study, India 2014 ,n=922 Most sought after content types from financial services companies Context is everything
  21. 21. Members in India come to LinkedIn for professional content that other social media websites can’t provide them with .. 21 Source: LinkedIn Audience 360 Member Study, India 2014, n=953 Professional Personal Post Updates about my Personal Life Keep up with current friends / family Marketing your business 53% 27% 8% 9% 68% 28% 6% 7% 63% 34% 14% 9% 60% 41% 7% 9% Post updates related to my job / industry Follow a company / brand and receive updates Join a group to discuss relevant topics 18% 68% 8% 10% 26% 78% 6% 17% Which social networks do our members use for the following:
  22. 22. .. with Financial Services content earning a large audience on the platform Financial 60% 32% 15% 13% 57% 31% 15% 9% 55% 28% 13% 7% 43% 25% 12% 7% 51% 34% 13% 9% To keep up-to-date on current financial trends, products, policies or institutions Which social networks do our members use for the following: Source: LinkedIn Audience 360 Member Study, India 2014, n=989 To gather preliminary information about financial products, policies or institutions To seek advice or gather information to help me make a specific financial decision To evaluate or re-think a financial decisions already made To recommend a financial product/policy/service to others
  23. 23. LinkedIn is the platform of choice for the Affluent to be informed and educated about financial news and trends Financial 57% 18% 17% 12% 51% 20% 16% 8% 46% 29% 12% 8% 40% 19% 12% 8% 47% 25% 12% 8% To keep up-to-date on current financial trends, products, policies or institutions Which social networks do our members use for the following: Source: LinkedIn Audience 360 Member Study, India Affluent (INR>20 lacs) 2014, n=217 To gather preliminary information about financial products, policies or institutions To seek advice or gather information to help me make a specific financial decision To evaluate or re-think a financial decisions already made To recommend a financial product/policy/service to others LinkedIn is used up to 3x more than any other social media site for financial services information
  24. 24. LinkedIn is seen as the professional profile of choice – and provides a trusted context for content consumption 51% 65% 65% 66% 66% 73% 86% 90% 92% LinkedIn provides me with unique content that I cannot get anywhere else I use LinkedIn more to help me with my current job vs. to look for a new job I use LinkedIn to develop expertise and stay current on my industry I use LinkedIn to gain insights and understand the latest industry trends LinkedIn helps me build relationships and develop new business leads I trust the information I receive from contacts on LinkedIn more so than any other online professional network LinkedIn is where I maintain my professional identity LinkedIn allows me to stay connected with my professional network LinkedIn helps me network with other professionals Source: LinkedIn Audience 360 Member Study, India 2014, n=953 Member experience on LinkedIn Relationships Trust
  25. 25. Business Travellers (Indians who flew at least once for business in the last 12 months) 25
  26. 26. Indian Business Travellers on LinkedIn Source: LinkedIn Audience 360 Member Study, India 2014, n=953 48% work in large organisations, 1,000 or above in size 53% are aged 25-34 years old, and are predominantly male 49% are Manager or above in their organisations 94% have received a university degree (or higher) Source: LinkedIn Audience 360 Member Study, India 2014 Business Travellers, n=595
  27. 27. Source: LinkedIn Audience 360 Member Study, India 2014 Business Travellers, n=595 Our Business Travellers are frequent flyers, influential, and in-market for consumer electronics 27 51% 22% 9% 5% 13% 1-2 trips 3-4 trips 5-7 trips 8-10 trips 10 + trips Flight Frequency (Last 12 Months) 81% Influence Business Decisions 3in4 Follow companies on LinkedIn 70% Are in-market to purchase consumer electronics (in the next 12 months)
  28. 28. Our frequent flyers spend significant amounts of time abroad – with 2 in 5 most often flying premium class or higher 28 59% 24% 15% 2% Budget Premium Economy Business Class First Class 49% 14% 14% 21% 1-7 nights 8-14 nights 15-29 nights 30+ nights Source: LinkedIn Audience 360 Member Study, India 2014 Freq Business Travellers, n=144 Class Traveled (Last 12 Months) Nights Abroad (Last 12 Months)
  29. 29. 29 Leisure Travellers (Indian’s who flew at least once for leisure in the last 12 months)
  30. 30. Indian Leisure Travellers on LinkedIn 1 in 2 work in enterprise sized companies 44% are Manager or above in their organisations 30% are members of hotel loyalty programs Source: LinkedIn Audience 360 Member Study, India Leisure Travelers 2014, n=801 48% are members of frequent flyer programs
  31. 31. Our Leisure Travellers are frequent flyers, tech-savvy, and open to messaging from brands 57% 23% 8% 12% 1-2 trips 3-4 trips 5-7 trips 8 or more Flight Frequency (Last 12 Months) Source: LinkedIn Audience 360 Member Study, India Leisure Travellers 2014, n=801 51% own a tablet computer 62% Follow companies on LinkedIn
  32. 32. Our members choose to fly economy when traveling for leisure – and often spend over a week on holiday when flying 32 75% 17% 5% 4% 16% 6% 3% 1-7 nights 8-14 nights 15-29 nights 30+ nights Class Traveled (Last 12 Months) Nights in Hotels (Last 12 Months) Source: LinkedIn Audience 360 Member Study, India Leisure Travellers 2014, n=801 75%

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