Not All Tech Consumers Are Created Equal
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Not All Tech Consumers Are Created Equal See the research revealing where you can find the most valuable techies.
Transcript of Not All Tech Consumers Are Created Equal
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
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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
