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?
4. 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
5. 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
6. 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
7. 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
9. 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.
13. 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
14. 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
15. 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
16. 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
17. 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
23. 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%
26. 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
28. 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.
30. 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
32. 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
Notas del editor
LinkedIn members are twice as likely as the overall online population of adults (54% versus 27%) to personally own all three devices
Target the affluent and indulgent techies on the platform that is most trusted and relevant to their needs.Encourage your followers to share feedback on products – they are your biggest advocates in the social space. Build trust by sharing content that is relevant and informative for this audience of creative, optimistic, multi-taskers.Differentiate your brand based on features & benefits vs. price.On LinkedIn, techies are more interested in quality and value. Educate techies on LinkedInabout how your product will help them become more efficient and successful.
This campaign was conducted in partnership with Starcom in London. Challenge• Samsung Mobile needed to speak to the valuable audience of early adopters, influencers and affluent on a consistent basis. By creating a relationship with this group, Samsung Mobile can create buzz around new product launches to help close the gap with competitors.• They were reaching a large audience on other social networks but felt they were missing out on a segment of older, working professionals who are passionate about technology and have more disposable income to invest in the latest products“The Business professional is a very important target for Samsung… Through LinkedIn we are working to identify and empower influential brand advocates to increase word of mouth and awareness of our products.” – Heesun Kim, Director of Media & Digital Marketing, Samsung MobileSolution• Established a LinkedIn company page, attracted a professional following on LinkedIn of over 165k followers in the first year, creating a long-term communication channel with their customers and potential customers on LinkedIn• Surveyed followers and asked them why they followed Samsung on LinkedIn and what type of content they would like to receive• Engaged followers with regular status updates about topics they cared about: news about the company, new product launches, and advice on using existing products
ResultsSamsung Mobile’s Followers are affluent, educated, business leaders, who are early adopters and technology influencersFollowers outstrip the US online population on smart phone and tablet usage44% have household incomes over $100K88% of followers reported being in-market for a new smartphone in the next 12 monthsLinkedIn is the professional destination of choice for Samsung Mobile Followers55% are only following Samsung Mobile on LinkedIn -- they’re reaching an incremental audience that they don’t get on FB & Twitter.54% feel that LinkedIn is the best social media site for new product launchesSamsung is delivering on the Follower experience with relevant and engaging product and marketing content76% of followers feel more up-to-date51% feel closer to SamsungFollowers are having a significant impact on Samsung Mobile’s brand3X more likely to consider Samsung Mobile compared to non-FollowersMore than 2X more likely to recommend Samsung