Research shows that LinkedIn members are much more likely to own and spend more on consumer tech devices. Find out why in this new research from Ipsos.

1. Connected Techies
Why LinkedIn Members make a Premium Audience
for Consumer Tech Marketers
Commissioned study
conducted by:

2. Understanding LinkedIn members and their affinity for
consumer electronics
1,627
Online adults
surveyed in the
U.S.
1,027
LinkedIn members
©2013 LinkedIn Corporation. All Rights Reserved.
600
adults that are representative
of the online population
2

3. LinkedIn members...
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.
have a deep reliance on
technology, and they value quality
over price.
include indulgent techies who are
considerably more reliant on their
devices, and engaged on LinkedIn.
Source: commissioned study conducted by comScore in the
US on behalf of LinkedIn, Q3 2013
3

4. Tech devices are a ‘must-have’ for LinkedIn members
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
©2013 LinkedIn Corporation. All Rights Reserved.
4

5. One-third of LinkedIn members spent more than $1k
on consumer electronics last year
33%
16%
2.1x
HIGHER
Online Adult Population
©2013 LinkedIn Corporation. All Rights Reserved.
LinkedIn Members
5

6. The most money is spent on computers and TVs
Median $ spent on devices in past year
Desktop / Laptop computer
$942
TV / HDTV
$646
Tablet
$387
Video game console
$355
Smartphone
Wearable technology
$245
$166
Cloud-based Software
$144
Media streaming devices
$139
Mobile apps
$129
©2013 LinkedIn Corporation. All Rights Reserved.
6

7. They rely on technology and are highly receptive to
product recommendations and info
Agreement with statements about consumer electronics
(top 2 box)
I rely on technology to manage parts of my life
80%
I would listen to a colleague's recommendation on which electronics to purchase
80%
I like to educate myself as much as possible about consumer electronics
69%
I enjoy learning about new technology trends
63%
% for LinkedIn users is significantly higher than % for online adult population
% for online adult population is significantly higher than % for LinkedIn users
7

8. LinkedIn members value product features and reviews
over deals and coupons
Highly important factors in electronic device purchase decision
89%
72%
43%
37%
37%
31%
14%
Features
I want
Positive
reviews
Recommended
by a friend
I own other
products from
the brand
% for LinkedIn users is significantly higher than % for online adult population
% for online adult population is significantly higher than % for LinkedIn users
Coupon/
discount offer
Lowest
price
Company
approval
8

9. Buying a high quality product and getting a good value
is extremely important
Agreement with statements about products and shopping
(top 2 box)
I tend to spend time researching products before purchasing
86%
Good value for the money is more important than price
82%
Owning good quality things brings me enjoyment
81%
I do not buy new products without knowing how they work with my current technology
78%
% for LinkedIn users is significantly higher than % for online adult population
% for online adult population is significantly higher than % for LinkedIn users
9

10. They are multi-taskers, optimistic, creative and tend to
take the lead in decision-making
Agreement with statements about yourself
(top 2 box)
I am almost constantly doing more than one thing at a time
81%
I am an optimistic person
78%
I tend to take the lead in decision-making
74%
I think of myself as a creative person
71%
% for LinkedIn users is significantly higher than % for online adult population
% for online adult population is significantly higher than % for LinkedIn users
10

11. Better features and brand education attract more
switchers than discounts and offers
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
% for LinkedIn users is significantly higher than % for online adult population
% for online adult population is significantly higher than % for LinkedIn users
Friend’s
recommendation
IT department
approved
11

12. LinkedIn members are investing their time instead of
passing the time
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%
©2013 LinkedIn Corporation. All Rights Reserved.
12

13. Members use LinkedIn most to network and learn
Top 5 LinkedIn Features Used
01
03
02
Connect with other professionals
04
Look at other's profiles
LinkedIn Groups
05
Search for business
opportunities
©2013 LinkedIn Corporation. All Rights Reserved.
Read content in LinkedIn feed
13

14. Indulgent Techies
©2013 LinkedIn Corporation. All Rights Reserved.
14

15. Who are Indulgent Techies?
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.
15

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

17. Indulgent Techies rely on technology even more so
than the average LinkedIn member
Agreement with statements about consumer
electronics (top 2 box)
I rely on technology to manage parts of my life
90%
I like to educate myself as much as possible about consumer electronics
84%
I would listen to a colleague's recommendation on which consumer electronics to purchase
83%
I enjoy learning about new technology trends
78%
17

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

19. They also learn about products before purchasing,
focusing on value and high quality items
Agreement with statements about attitudes and
opinions on products and shopping
I tend to spend time researching products and services before purchasing
92%
Good value for the money is more important than price
88%
Owning good quality things brings me enjoyment
88%
I do not buy new products without knowing how they work with my current technology
87%
©2013 LinkedIn Corporation. All Rights Reserved.
19

20. Members, especially Indulgent Techies, are using LinkedIn
to network and learn more so than to follow and share
LinkedIn Features Used
84%
87%
Connect with other professionals
76%
78%
Look at other's profiles
52%
58%
LinkedIn Groups
47%
51%
Search for business opportunities
41%
Read content in LinkedIn feed
48%
34%
37%
Send members in-mail
31%
LinkedIn mobile app
38%
30%
Follow brands/company pages
39%
23%
29%
Share/Comment
LinkedIn Polls
8%
10%
LinkedIn members
Indulgent Techies
20

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

22. Best Practices for Marketers
01
Target the affluent and indulgent techies on the platform that is most
trusted and relevant to their needs.
02
Encourage your followers to share feedback on products – they are your
biggest advocates in the social space.
03
Build trust by sharing content that is relevant and informative for this
audience of creative, optimistic, multi-taskers.
04
Differentiate your brand based on features and benefits vs. price. On
LinkedIn, techies are more interested in quality and value.
05
Educate techies on LinkedIn about how your product will help them
become more efficient and successful.
©2013 LinkedIn Corporation. All Rights Reserved.
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