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Audience 360 Report India- 2014
The document presents the findings of a LinkedIn member study in India conducted in March 2014, highlighting the demographics, income, education, and professional influence of Indian LinkedIn users. It indicates that the majority of respondents are affluent, young, and well-educated professionals with significant decision-making authority in their organizations. The findings also show that LinkedIn is a preferred platform for these individuals to engage with professional content and connect with others in their industry.
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Audience 360 Report India- 2014
- 1. Audience 360 –India May 2014
- 2. Methodology Fielding 15 minute onlinesurvey 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. Indians on LinkedIn– Who Are They? 3
- 4. Over 25 MillionIndian 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% 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. 36% 7% 11% 23% 10% 4% IC Self employed/consultant Assistant Manager Manager/SeniorManager 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. 19% 13% 9% 20% 20% 8% IC Self employed/consultant Assistant Manager Manager/SeniorManager 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. They work acrossa 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. Our members areaspirational – 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. 20% 29% 30% 38% 42% 67% 68% 75% Car loan Property loan Pension Shares Prioritybanking 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. They’re in-market forluxury 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. 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. What do Indian’sdo on social / LinkedIn? 13
- 14. Indian LinkedIn Memberslook 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. 89% 52% 49% 39% 11% Facebook is themost used social network amongst Indian LinkedIn members 15 Websites Used for Social Networking
- 16. 16 Indians are increasingtheir 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. In India, membersuse 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. .. though alsoleverage 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. More than 7in 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. .. those interestedin 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. Members in Indiacome 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. .. with FinancialServices 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. LinkedIn is theplatform 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. LinkedIn is seenas 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. Business Travellers (Indians whoflew at least once for business in the last 12 months) 25
- 26. Indian Business Travellerson 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. Source: LinkedIn Audience360 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. Our frequent flyersspend 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 Leisure Travellers (Indian’s whoflew at least once for leisure in the last 12 months)
- 30. Indian Leisure Travellerson 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. Our Leisure Travellersare 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. Our members chooseto 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%
Editor's Notes
- #5 How would you describe yourself?
- #6 [Q1] What is your age? [Q7] What is the highest level of education you have completed?
- #7 [Q1] What is your age? [Q7] What is the highest level of education you have completed? [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in? [Q5] Which of the following business decisions are you responsible for or influence at your company?
- #8 [Q1] What is your age? [Q7] What is the highest level of education you have completed? [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in? [Q5] Which of the following business decisions are you responsible for or influence at your company?
- #9 [Q1] What is your age? [Q7] What is the highest level of education you have completed? [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
- #10 How would you describe yourself?
- #11 [Q10] Do you personally or anyone in your household own any one of these products? Which of the following products do you intend to purchase/subscribe personally in the next 12 months?
- #12 [Q10] Do you personally or anyone in your household own any one of these products? Which of the following products do you intend to purchase/subscribe personally in the next 12 months?
- #13 [Q10] Do you personally or anyone in your household own any one of these products? Which of the following products do you intend to purchase/subscribe personally in the next 12 months?
- #15 Which aspects of social media do you tend to use the most?
- #16 Which of the following sites do you use for social networking?
- #17 To what extent has your activity on LinkedIn increased or decreased over the past 12 months? Only 4% said their activity decreased Thinking about your usage of LinkedIn, to what extent has your engagement increased or decreased in the past 12 months?
- #18 Please indicate whether you have used LinkedIn the past year to accomplish any of the following activities?
- #19 Which of the following sites do you use primarily, for business related content/information (e.g. keep up on trends in your industry, research companies, business news, etc.) in the past 30 days? Below are a number of activities/actions you may undertake on social media. Please tell us which, if any, social media platforms you use for each of the following activities. For "Connect with current/past business colleagues"
- #20 Do you follow companies on LinkedIn? What types of content do you most want to receive from the companies that you follow?
- #21 If a financial services provider were to use social media, what types of information would you expect to receive from them?
- #22 Below are a number of activities/actions you may undertake on social media. Please tell us which, if any, social media platforms you use for each of the following activities.
- #23 If a financial services provider were to use social media, what types of information would you expect to receive from them?
- #24 If a financial services provider were to use social media, what types of information would you expect to receive from them?
- #25 Please indicate whether you agree or disagree with the following statements about your experience on LinkedIn.
- #27 How would you describe yourself?
- #28 Which class have you traveled by most often, when flying on a Business trip? How many nights have you spent in hotels outside your country of residence on a Business trip ?
- #29 Which class have you traveled by most often, when flying on a Business trip? How many nights have you spent in hotels outside your country of residence on a Business trip ?
- #31 How would you describe yourself?
- #32 Which class have you traveled by most often, when flying on a Business trip? How many nights have you spent in hotels outside your country of residence on a Business trip ?
- #33 Which class have you traveled by most often, when flying on a Business trip? How many nights have you spent in hotels outside your country of residence on a Business trip ?