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Not All Tech Consumers Are Created Equal

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See the research revealing where you can find the most valuable techies. Contact us at marketing.linkedin.com/contact for more information on how you can reach this audience.

Publicada em: Negócios
  • This was very informative! I really enjoyed reading this. Specifically the 'best practices for marketers' slide. Thank you!
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Not All Tech Consumers Are Created Equal

  1. 1. Not All Tech Consumers AreCreated EqualSee the research revealing where you can find themost valuable techies.
  2. 2. Lifestyle Targeting Is Missing a Valuable Piece Lifestyle locations Clever creative Additional consumer insights©2013 LinkedIn Corporation. All Rights Reserved. LMS 2
  3. 3. Not All Tech Consumers Are Created Equal Non-techies Discriminating techies Indulgent techiesPurchase rarely Purchase few products, Purchase often, spend more less often Early adopters with highLow lifetime value Spends less disposable lifetime value income on tech Share opinions & Engage with tech content & influence others discount offers Seek tech content & discuss in groups They turn to different social networks for different reasons: 1. Discounts or special offers 1. Company news & updates 2. Company & new product news 2. Group discussions©2013 LinkedIn Corporation. All Rights Reserved. LMS 3
  4. 4. 01 Active shoppers of technology products 02 Heavy spenders on consumer technology Key Findings from LinkedIn 03 Turn to social before and after a purchase Members 04 Look for tech news & updates on LinkedIn 05 Advise peers about technology©2013 LinkedIn Corporation. All Rights Reserved. LMS 4
  5. 5. LinkedIn Members Actively Shop Technology Products % 88% % 96 81 Shopped for Purchased Plan to purchaseat least one consumer at least one consumer at least one consumer tech product in the tech product in the tech product in the past year past year next yearSource: December 2012 survey of U.S. LinkedIn audience (among members overall)©2013 LinkedIn Corporation. All Rights Reserved. LMS 5
  6. 6. They Spend Heavily on Consumer TechnologyConsumers who spent more than $1,000 in 2012 25% spent more than $2,000 LinkedIn members* 53% They own more devices and refresh their devices more often General population** 27%Sources: *December 2012 survey of U.S. LinkedIn audience **CEA Report: 14th Annual CE Ownership & Market Potential study, April 2012©2013 LinkedIn Corporation. All Rights Reserved. LMS 6
  7. 7. They Turn to Social Before and After a Purchase 56% 53% Find information Share information about a consumer about a consumer technology product they technology product they want to purchase have purchasedSource: December 2012 survey of U.S. LinkedIn audience©2013 LinkedIn Corporation. All Rights Reserved. LMS 7
  8. 8. They Trust LinkedIn Most for Product Information ? For each of the following types of information, which social network would you trust the most?* 74% Tech product info 18% from experts 8% 56% Tech product info 34% from brands 9% 50% Tech product info 43% from peers 7%*Among LI members who would trust social media for this information | Source: December 2012 survey of U.S. LinkedIn audience©2013 LinkedIn Corporation. All Rights Reserved. LMS 8
  9. 9. Their Product Advice is Sought by Others 95 % 93% 68% I rely on technology I would listen to Others come to me forto manage parts of my life a colleague’s advice and information recommendation on which about technology CE product to purchase Source: December 2012 survey of U.S. LinkedIn audience ©2013 LinkedIn Corporation. All Rights Reserved. LMS 9
  10. 10. 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©2013 LinkedIn Corporation. All Rights Reserved. LMS 10
  11. 11. Learn how you can reach this audience on LinkedInmarketing.linkedin.com/contact Mike Weir Head of Category Development, Tech Sector LinkedIn Marketing Solutions http://www.linkedin.com/in/michaeldweir 11

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