Reaching Indulgent Techies on LinkedIn

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Published on April 17, 2014

Author: LImarketingsolutions

Source: slideshare.net

Description

Compared to the average online adult, LinkedIn members spend more on electronics and are more likely to value quality over price. And the most enthusiastic tech consumers, the indulgent techies, are highly engaged on LinkedIn.

Find out how to reach this influential audience as we reveal our latest Consumer Electronics research with Ipsos.

You'll find answers to questions such as:

- What factors drive their electronics purchase decisions?
- How does their mindset differ on LinkedIn, Facebook, and Twitter?
- What does it take to convince indulgent techies to switch brands?

Commissioned study conducted by: Reaching Indulgent Techies on LinkedIn Dial-in: 877-668-4490 Access Code: 922 616 801 @LinkedInMktg #IndulgentTechies

2 Mike Weir Vertical Director, Technology Industry LinkedIn Steve Kraus Chief Insights Officer Ipsos

20% of households ($100K+ HH) 69% of net worth 40-45% of $ spent on CE and online video Source:  Ipsos  analysis  of  Consumer  Expenditure  Survey  

Affluents Consistently Look for High-End CE 59% of Ultra Affluents 4   36% of Affluents typically buy luxury / high-end computers / electronics (#1) Source:  Ipsos  Affluent  Barometer  

CE Purchases Are Extensively Researched 5   86% Do “a fair amount” or “great deal” of research before CE purchases Behind only auto; on par with travel 57% Research CE purchases for a few weeks or more Source:  2013  Ipsos  Affluent  Barometer  

Most helpful in pre-purchase CE research CE Research Resources: Internet, Retail, Word-of-Mouth Source:  2013  Ipsos  Affluent  Barometer   72%   48%   46%   Informa0on/ar0cles  from  websites   Doing  research  or  trying  out  items   in  a  retail  store   Talking  with  friends/family/co-­‐ workers   6  

How do you do research when making a technology/electronic item? purchase? Check websites for prices; check reviews where available; talk to family members if appropriate. Internet Research Crucial in CE Buying Process Source:  2013  Ipsos  Affluent  Barometer.   7  

Understanding LinkedIn members and their affinity for consumer electronics ©2013 LinkedIn Corporation. All Rights Reserved. 8 1,027 LinkedIn members 600 adults that are representative of the online population 1,627 Online adults surveyed in the U.S.

LinkedIn members... Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 9 include indulgent techies who are considerably more reliant on their devices, and engaged on LinkedIn. have a deep reliance on technology, and they value quality over price. 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.

Tech devices are a ‘must-have’ for LinkedIn members ©2013 LinkedIn Corporation. All Rights Reserved. 10 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

One-third of LinkedIn members spent more than $1k on consumer electronics last year ©2013 LinkedIn Corporation. All Rights Reserved. 11 LinkedIn Members 16% 33% Online Adult Population 2.1x HIGHER

The most money is spent on computers and TVs ©2013 LinkedIn Corporation. All Rights Reserved. 12 $942 $646 $387 $355 $245 $166 $144 $139 $129 Desktop / Laptop computer   TV / HDTV   Tablet   Video game console   Smartphone   Wearable technology   Cloud-based Software   Media streaming devices   Mobile apps   Median $ spent on devices in past year

I rely on technology to manage parts of my life   I would listen to a colleague's recommendation on which electronics to purchase   I like to educate myself as much as possible about consumer electronics   I enjoy learning about new technology trends   They rely on technology and are highly receptive to product recommendations and info 13 Agreement with statements about consumer electronics (top 2 box) 80% 80% 69% 63% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users

LinkedIn members value product features and reviews over deals and coupons 14 Highly important factors in electronic device purchase decision Features I want Positive reviews Recommended by a friend I own other products from the brand Coupon/ discount offer Lowest price Company approval 89% 72% 43% 37% 37% 31% 14% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users

I tend to spend time researching products before purchasing   Good value for the money is more important than price   Owning good quality things brings me enjoyment   I do not buy new products without knowing how they work with my current technology   Buying a high quality product and getting a good value is extremely important 15 Agreement with statements about products and shopping (top 2 box) 86% 82% 81% 78% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users

I am almost constantly doing more than one thing at a time   I am an optimistic person   I tend to take the lead in decision-making   I think of myself as a creative person   They are multi-taskers, optimistic, creative and tend to take the lead in decision-making 16 Agreement with statements about yourself (top 2 box) 81% 78% 74% 71% % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users

Better features and brand education attract more switchers than discounts and offers 17 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 Friend’s recommendation IT department approved % for LinkedIn users is significantly higher than % for online adult population % for online adult population is significantly higher than % for LinkedIn users

LinkedIn members are investing their time instead of passing the time ©2013 LinkedIn Corporation. All Rights Reserved. 18 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%

Members use LinkedIn most to network and learn ©2013 LinkedIn Corporation. All Rights Reserved. 19 Top 5 LinkedIn Features Used 0504 01 Connect with other professionals Read content in LinkedIn feed Search for business opportunities 02 Look at other's profiles 03 LinkedIn Groups

Indulgent Techies ©2013 LinkedIn Corporation. All Rights Reserved. 20

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. 21 Who are Indulgent Techies?

All Indulgent Techies on LinkedIn bought consumer electronics last year and 3 in 4 spent over $1k ©2013 LinkedIn Corporation. All Rights Reserved. 22 Money spent on consumer electronics last year LINKEDIN INDULGENT TECHIES 53% 16% 100% 76% ONLINE POPULATION 4.75x HIGHER

Indulgent Techies rely on technology even more so than the average LinkedIn member 23 Agreement with statements about consumer electronics (top 2 box) I rely on technology to manage parts of my life   I like to educate myself as much as possible about consumer electronics   I would listen to a colleague's recommendation on which consumer electronics to purchase   I enjoy learning about new technology trends   90% 84% 83% 78%

... And they are even more sophisticated consumers ©2013 LinkedIn Corporation. All Rights Reserved. 24 Features I want Positive reviews I own other products from the brand Recommended by a friend Coupon/ discount offer Lowest price Company approval 93% 75% 43% 41% 36% 27% 18% Highly important in electronics purchase decision

They also learn about products before purchasing, focusing on value and high quality items ©2013 LinkedIn Corporation. All Rights Reserved. 25 I tend to spend time researching products and services before purchasing Good value for the money is more important than price Owning good quality things brings me enjoyment I do not buy new products without knowing how they work with my current technology 92% 88% 88% 87% Agreement with statements about attitudes and opinions on products and shopping

Members, especially Indulgent Techies, are using LinkedIn to network and learn more so than to follow and share 26 84% 76% 52% 47% 41% 34% 31% 30% 23% 8% 87% 78% 58% 51% 48% 37% 38% 39% 29% 10% Connect with other professionals Look at other's profiles LinkedIn Groups Search for business opportunities Read content in LinkedIn feed Send members in-mail LinkedIn mobile app Follow brands/company pages Share/Comment LinkedIn Polls LinkedIn Features Used LinkedIn members Indulgent Techies

Indulgent Techies believe LinkedIn is the most trusted and reliable resource for tech information ©2013 LinkedIn Corporation. All Rights Reserved. Most trusted/reliable resource 21% 17% 14% 9% 0% 0% Chart based on 50%

Best Practices for Marketers 28 01 02 03 04 05 Target the affluent and indulgent techies Encourage your followers to share feedback on products Build trust by sharing content that is relevant and informative Differentiate your brand based on features & benefits vs. price. Educate techies on LinkedIn about how your product will help them become more efficient and successful.

Reaching Indulgent Techies with Followers 29

30 The results Brand Impact §  3X more likely to consider Samsung Mobile §  2X more likely to recommend Samsung Mobile Affluent Techies §  44% have HHI $100k+ §  88% are looking for a new smartphone in the next year Engaging Content §  76% of Followers feel more up-to-date §  51% feel closer to Samsung

31 Questions?

32 Thank You! Learn how other marketers successfully met their objectives: marketing.linkedin.com/success-stories Learn how you can reach this audience: marketing.linkedin.com/contact

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