How Google Enterprise Used Social Selling to Generate Connections, Engagement...
Aspirational consumers HK and SG
1. 1
T H E A S P I R T A T I O N A L C O N S U M E R
H O N G K O N G A N D S I N G A P O R E
F E B R U A R Y 2 0 1 4
2. 2
Manage at least 3 personal investments
80%
33% Own luxury clothing and accessories
25% Own a second house
Source: BE:Asia 2013
Base: LinkedIn Monthly Reach
193K Is the average salary for LinkedIn’s BE
(USD)
LinkedIn’s Business Elite audience in Asia live a lifestyle which
reflects their affluence
3. 3
When asked about luxury, the brands that were front-of-
mind were…
LinkedIn members Worldwide November 2013,N=1980
4. 4
Professional life events disrupts the normal purchasing
pattern for a consumer in Hong Kong and Singapore
Triggers to purchase luxury products:
An achievement such
as promotion or
graduation
Receive a bonus or
raise at work
A change in job
51%of respondents
46%of respondents
26%of respondents
LinkedIn members in Hong Kong and SIngapore, November 2013,N=130
5. 5
The Aspirational Consumer on LinkedIn is ready and
willing to spend…
In the next 12 months, members in Hong Kong and Singapore intend to purchase a:
Holiday home Private car
Health club membership
Base: HK Business Travelers n=393
Base: SG Business Travelers n=563LinkedIn Audience 360 Business Travelers March 2013
*Business Traveler: Those who have taken an international business trip in the last 12 months Images taken from thenounproject
6. 6
Luxury products present a sophisticated personal brand,
and signifies an aspirational mind set
63% 60% 55%
LinkedIn members in Hong Kong and SIngapore, November 2013,N=130
I sometimes treat myself to
something I don’t need
I am a highly ambitious
person
I strive to achieve a high
social status
7. 7
A refined social image is more important to LinkedIn
members in Hong Kong and Singapore
67%
More respondents agreed with the
statement “I strive to achieve a high
social status” compared to the global
average
2x
As many respondents agreed with the
statement “I like to live a lifestyle that
impresses others” compared to the global
average
LinkedIn members in Hong Kong and SIngapore, November 2013,N=130
