LinkedIn's Professional Content Consumption Report UK - INFOGRAPHIC

1. To download the full report, visit emea.marketing.linkedin.com.
62%of Content Pioneers find it
necessary for professional success.
48%find it easier to access
professionally relevant content.
75%
68%
59%
38%
58%
39%
88% 55% 55%
42% 19% 20%
0 20 40 60 80 100
0 20 40 60 80 100
0 20 40 60 80 100
0 20 40 60 80 100
63% 37%61%
0
10
20
30
40
50
60
70
80
36%
46%
62%
36%
12%
8%
0 20 40 60 80 100
38% 29% 33%
Professionally Relevant Content News Entertainment
0 20 40 60 80 100
0 20 40 60 80 100
Content Pioneers rely on professional content, which explains why it’s becoming more popular.
Percentage of time spent consuming various content, across all platforms, weekly
Mobile traffic is calculated as a
percentage of LinkedIn member-only
unique visitors; calculated using the
Q4 average for each year.
Content must be mobile-friendly. In
the final quarter of 2013, an average
of 41% of unique visiting members
came through mobile apps, versus
just 21% in mid-2012.
Content Pioneers are more likely to share professional content that builds their professional brands, strengthens their
professional networks, or helps them sell to their networks.
Building a professional brand
Professional content consumption is dramatically rising – especially on LinkedIn, where over 1.5 million
publishers actively use the LinkedIn Share button on their sites to send content onto the LinkedIn platform.
LinkedIn members are the forerunners of the revolution – leading the way by consuming and sharing
professional content in record breaking volumes. Your content needs to be tailored to this audience of
“Content Pioneers”. We conducted a survey of 485 LinkedIn members in the UK who actively share and
consume. The results reveal why and how they are consuming professional content on LinkedIn, as well as
how you as a marketing expert can tap into this.
Professionals Demand Content at Their Fingertips
The Array of Benefits of Consuming Content on LinkedIn
CONTENT CONSUMPTION AND CONNECTING
Enhances Member’s
Professional Reputation
Increases
Member Visibility
Demonstrates member
is forward thinking
When creating quality content, marketeers should ask themselves:
Conversation is
fueled by sharing.
Marketers need to create
content that sparks a
discussion.
Sharing with
Commentary
Sharing without
Commentary
Using the “Like”
Button
Copying
to Email
Share/Using
LI Mail
Other
Sharing methods
Sources content pioneers use for professional content
2003
0%
10%
20%
30%
40%
50%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 First quarter 2014
2%
43%
Mobile Traffic on LinkedIn
ENHANCES
KNOWLEDGE
STRENGTHENS
NETWORKS
BOOSTS
PERSONAS
Discover new ideas within industry
Keep up with industry news Build relationships with colleagues/clients
Improve current job skills
Marketers must meet Content Pioneers’ 3 key needs
TOP BENEFITS OF CONSUMING PROFESSIONAL CONTENT ON LINKEDIN
CONTENT PIONEERS SHARE TO BUILD THEIR PROFESSIONAL BRANDS
6 Insider Tips for Connecting with Content Pioneers
Using this research, LinkedIn has developed a 6-step checklist for giving your professional content the best chance of connecting.
7 Content Pioneers spend
7 hours per day consuming
professionally relevant content.
The Professional Content
Revolution is Building
hours
per week
How LinkedIn’s Content Pioneers Consume
and Share Professional Content
Build professional reputation
Spark conversations
Does it present new
knowledge or help
them to make a
decision?
Will it start a
conversation?
Would sharing
it benefit their
professional network?
Is it formatted
for mobile/tablet
consumption?
Does it feed their
desire for professional
accomplishment?
Would sharing
it enhance their
professional brand?
1 2 3
56
4
According to a survey of content pioneers who have increased the amount of time they spent consuming professional content over the past year.
Total percentage who selected it as their primary or secondary preferred method; total = 200%
Online News
Sites
Online Trade/
Industry Sites
Source: LinkedIn's Professional Content Consumption Report 2014