not all tech consumers are created equal
TRANSCRIPT
Not All Tech Consumers Are Created EqualSee the research revealing where you can find the most valuable techies.
Lifestyle Targeting Is Missing a Valuable Piece
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Lifestyle locations Clever creative
Additional consumer insights
Not All Tech Consumers Are Created Equal
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Purchase often, spend more
Early adopters with high lifetime value
Share opinions & influence others
Seek tech content & discuss in groups
Discriminating techies Indulgent techies
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Purchase few products,less often
Spends less disposable income on tech
Engage with tech content & discount offers
1. Company news & updates 2. Group discussions
Non-techies
Purchase rarely
Low lifetime value
1. Discounts or special offers2. Company & new product news
They turn to different social networks for different reasons:
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Key Findings from LinkedIn
Members
Active shoppers of technology products
Heavy spenders on consumer technology
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Turn to social before and after a purchase
Look for tech news & updates on LinkedIn
Advise peers about technology
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LinkedIn Members Actively Shop Technology Products
Purchasedat least one consumer
tech product in the past year
Plan to purchaseat least one consumer
tech product in the next year
88% 81% Shopped for
at least one consumer tech product in the
past year
96%
LMS 5©2013 LinkedIn Corporation. All Rights Reserved.
Source: December 2012 survey of U.S. LinkedIn audience (among members overall)
They Spend Heavily on Consumer Technology
LinkedIn members*
General population**
LMS 6©2013 LinkedIn Corporation. All Rights Reserved.
Sources: *December 2012 survey of U.S. LinkedIn audience **CEA Report: 14 th Annual CE Ownership & Market Potential study, April 2012
53%
27%
Consumers who spent more than $1,000 in 2012
25% spent more than $2,000
They own more devices and refresh their devices more often
They Turn to Social Before and After a Purchase
56% 53% Find informationabout a consumer
technology product they want to purchase
Share informationabout a consumer
technology product they have purchased
LMS 7©2013 LinkedIn Corporation. All Rights Reserved.
Source: December 2012 survey of U.S. LinkedIn audience
? For each of the following types of information, which social network would you trust the most?*
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*Among LI members who would trust social media for this information | Source: December 2012 survey of U.S. LinkedIn audience
Tech product info from peers
50%
43%
7%
74%
18%
8%
Tech product info from experts
56%
34%
9%
Tech product info from brands
They Trust LinkedIn Most for Product Information
Their Product Advice is Sought by Others
Source: December 2012 survey of U.S. LinkedIn audience
LMS 9©2013 LinkedIn Corporation. All Rights Reserved.
I rely on technologyto manage parts of my life
I would listen to a colleague’s
recommendation on which CE product to purchase
Others come to me for advice and information
about technology
95% 93% 68%
Best Practices for Marketers
Target the high-spending, influential indulgent techies that may be missing from other social platforms
Develop a trusted presence on the most relevant channels
Engage followers and encourage them to share feedback on products
Build a content marketing strategy that that provides relevant information to each stage of the purchase process
Listen to when, where, and how consumers want to engage
LMS 10©2013 LinkedIn Corporation. All Rights Reserved.
marketing.linkedin.com/contactLearn how you can reach this audience on LinkedIn
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Mike WeirHead of Category Development, Tech Sector
LinkedIn Marketing Solutionshttp://www.linkedin.com/in/michaeldweir