This document discusses how automotive brands can reach in-market vehicle buyers on LinkedIn in Canada. It finds that LinkedIn users in Canada have higher incomes than average auto enthusiasts and are more likely to be immediate vehicle buyers. Over half of LinkedIn users in Canada visit automotive sites, and 1 in 4 automotive site visitors are LinkedIn users. The document also summarizes a survey that finds many LinkedIn members in Canada own vehicles and plan to purchase a new one within a year, with over a third considering a hybrid. Members say experts, peers and automotive brands would influence their purchase decision and that brands could positively impact perception by sharing new vehicle, technology and industry information on LinkedIn.

1. Driving success
for auto brands
Reaching in-market vehicle
buyers on LinkedIn
Canada

2. Global automotive footprint
NAMER & LATAM
EMEA
APAC

3. Reach a premium audience
in a meaningful context

4. Canadian Auto Enthusiasts are affluent,
and LinkedIn users are more so…
Auto Enthusiasts
LinkedIn Canada
$72K
$78K
Median HHI
Median HHI
Auto Enthusiasts defined as Unique Visitors in the last month to any Auto manufacturer / Auto resource site included in the Automotive Top Line category as defined by
comScore | Source: Aug 2013 Canada. Demographic profile-ComScore

5. More than half of LinkedIn users visit an auto site
Cross visitation among automotive sites and other key social networks
53%
51%
47%
*Automotive Sites = Any Auto manufacturer / Auto resource site included in the Automotive Top Line category as defined by comScore | Source: Aug 2013 Canada. Crossvisitation-ComScore

6. 1 in 4 visitors to auto sites is a LinkedIn user
Cross visitation among automotive sites and various news/business sites
25%
13%
10%
9%
6%
6%
4%
thestar.com
NATIONAL
POST
*Automotive Sites = Any Auto manufacturer / Auto resource site included in the Automotive Top Line category as defined by comScore | Source: Aug 2013 Canada. Crossvisitation-ComScore

7. LinkedIn reaches a unique audience
78%
4.3M
UMV
73%
5.8M
1.4M
UMV
1.7M
of LinkedIn
users do not
visit Google+
of LinkedIn
users do not
visit Twitter
6.3M
5.1M
Unique monthly
visitors
.8M
19%
of LinkedIn
users do not
visit Facebook
21M
3.1M
UMV
UMV
Source: Aug 2013 Canada. Audience Duplication-ComScore
87%
of LinkedIn
users do not
visit Pinterest

8. 39% of Canadians are planning to buy a car
sometime in NEXT TWO YEARS…
%
39YEARS
NEXT 2
RBC Auto Poll conducted by Ipsos Reid, March 2013

9. While LinkedIn users are more immediate buyers:
planning a new vehicle buy within the NEXT 12 mths.
34%
NEXT 12 MTHS.
LinkedIn survey. CA 2013.

10. Understanding the auto
buyer’s mindset on LinkedIn
2013 LinkedIn member research

11. Key findings
9 in 10
LinkedIn members
in Canada own at
least one vehicle
LinkedIn survey. Canada 2013.
MORE THAN
1 in 3
Plan to purchase
a new vehicle in
the next year
2 in 5
IN-MARKET
MEMBERS
Say their perception of
an auto brand would
be positively impacted
if it shared compelling
content on LinkedIn

12. Methodology
Online survey
Representative sample
fielded from
June 13 – 21, 2013
of 1,005 LinkedIn
members in Canada

13. Auto ownership

14. LinkedIn members have significant
automotive buying power
9 in10
1 in 2
1 in 6
own at least
one vehicle
own two or
more vehicles
own three or
more vehicles
LinkedIn survey. Canada 2013.
Base: LinkedIn members in the Canada

15. LinkedIn members in Canada are most likely to own
sedans, coupes, or SUVs in their household
% of LI members in the Canada who own each vehicle type
39%
32%
20%
Compact
sedan/coupe
LinkedIn survey. Canada 2013.
Full-size
sedan/coupe
Full-size
sport utility
19%
Compact
sport utility

16. Vehicles play a large role in the professional commute
Top 4 purposes CA LinkedIn members use their primary vehicle for
1
2
3
4
81%
75%
66%
54%
Running
errands
Commuting
to/from work
Long-distance
travel
Recreational
driving
LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who own at least 1 vehicle

17. One in four LinkedIn members in Canada owns a
luxury vehicle, while four percent own a hybrid
Among all LinkedIn members in Canada
%
26
%
4
%
<1
Own a
Own a
Own a
Luxury
Hybrid
Electric
vehicle
vehicle
vehicle
LinkedIn survey. Canada 2013.

18. Luxury vehicle owners on LinkedIn are likely to
connect their vehicles to their professional image
Among LinkedIn members in Canada who own a luxury vehicle
3 in 5
My vehicle is a reflection of who
I am as a professional
2 in 5
I associate myself with specific auto
brands to convey a professional image
1 in 3
My vehicle is important for impressing
business clients and prospects
LinkedIn survey. Canada 2013.

19. In-market to purchase

20. More than a third of LinkedIn members in the Canada
plan to buy a new vehicle within the next year
34%
LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada.

21. More than a third of LinkedIn members in Canada
plan to buy a new vehicle within the next year
%
32
Plan to buy within
0-6 months
%
34
68%
Plan to buy within
7-12 months
LinkedIn survey. Canada 2013.

22. LinkedIn members in Canada with higher income
are more likely to be in-market for a new vehicle
Likelihood to be in-market for a new vehicle in the next 12 mos.
46%
34%
30%
<$75K
LinkedIn survey. Canada 2013.
$75K - <$150K
$150K+

23. One in four Canadian LinkedIn members will
replace a vehicle in their household
1 in 4
1 in 10
Plan to replace
Plan to add a new
existing vehicle
in the next year
LinkedIn survey. Canada 2013.
vehicle

24. Among those who are in-market, one in four will
add a net new vehicle to their household total
%
75
Plan to replace
existing vehicle
%
34
%
25
Plan to add a
new vehicle
LinkedIn survey. Canada 2013.

25. Among those who are in-market for a new vehicle in
the next year, one in two is considering a hybrid
1in 2
1in 2
1in 4
Is considering a
Is considering a
Is considering a
Hybrid
Luxury
Electric
vehicle
vehicle
vehicle
LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.

26. Those who are in market for a new vehicle are most
likely considering sedans, coupes, or SUVs
36%
36%
34%
23%
Full-size
sedan/coupe
Compact
sport utility
Compact
sedan/coupe
Full-size
sport utility
LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.

27. In-market LinkedIn members are still
considering what they will purchase
49%
51%
decided on one vehicle type
still considering multiple vehicle types
25%
75%
decided on one brand
still considering multiple brands
LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.

28. Professional changes trigger new vehicle purchases
37% of in-market LinkedIn members are triggered
by at least one of these professional events
Want a vehicle that fits my
professional image
20%
Received/expect to receive a
raise/bonus/other income
15%
11%
Changed/expect to change jobs
An achievement such as a
promotion or graduation
8%
LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.

29. Following

30. Experts, peers, and auto brands would be top
sources of influence when shopping for a vehicle
If you were shopping for a new vehicle, how influential would information,
opinions or recommendations from the following sources be on your decision?
82%
80%
76%
69%
64%
44%
Automotive
experts
Family or
friends
Automotive
brand/company
Colleagues
Other online Automotive dealer/
consumers
salesperson
Not family, friends,
colleagues
LinkedIn survey. Canada 2013.

31. Experts, peers, and auto brands would be top
sources of influence when shopping for a vehicle
If you were shopping for a new vehicle, how influential would information,
opinions or recommendations from the following sources be on your decision?
82%
80%
76%
69%
64%
44%
Automotive
experts
Family or
friends
Automotive
brand/company
Colleagues
Other online Automotive dealer/
consumers
salesperson
Not family, friends,
colleagues
LinkedIn survey. Canada 2013.

32. There is an opportunity for Auto brands to improve
brand perception by sharing relevant content
38%
My perception of an auto brand would be positively
impacted if it shared compelling content on LinkedIn
LinkedIn survey. Canada 2013.

33. Top 4 types of content that members want
from auto brands
1
2
3
4
56%
55%
43%
30%
New vehicle
model information
Industry expert
commentary
Automotive
technology info
Auto industry
news or content
LinkedIn survey. Canada 2013.

34. If you were to follow an automotive brand on LinkedIn,
which, if any, of the following types of information or
interaction would you want from that brand?
$75K <$75K <$150K $150K+
Total
M
F
18-34
35-54
55+
Information about new vehicle models
56%
60%
49%
49%
60%
57%
53%
63%
55%
Industry expert reviews or commentary
55%
57%
53%
50%
55%
63%
57%
62%
50%
Information about auto/in-car technology
43%
47%
37%
42%
43%
46%
45%
47%
44%
Automotive industry news or content
30%
32%
28%
32%
30%
27%
30%
35%
24%
General company information
30%
30%
32%
36%
28%
29%
35%
36%
25%
General interest/lifestyle content
24%
23%
26%
25%
22%
28%
28%
22%
26%
Updates on company social responsibility
24%
18%
35%
28%
23%
22%
32%
25%
18%
Opportunity to participate in polls
19%
21%
17%
24%
19%
13%
23%
23%
18%
Invitation to join relevant groups
10%
12%
8%
11%
11%
8%
11%
13%
9%
LinkedIn survey. Canada 2013.

35. ”
LinkedIn survey. Canada 2013.
“A brand’s presence on LinkedIn would make
them appear more trustworthy and
professional in my eyes.”
- Female, 18-24 years old. Associate / Individual Contributor.

36. ”
LinkedIn survey. Canada 2013.
“I believe LinkedIn to be a professional network and
therefore take the information I receive on it more
seriously.”
- Female, 50-54 years old. Self-employed / Consultant.

37. ”
“I check LinkedIn several times daily. Having
automotive brands post to LinkedIn would be an
effective channel for communicating with me
regarding new products, offers, technology, etc.”
- Male, 45-49 years old. Director.
LinkedIn survey. Canada 2013.

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