Marketing Solutions The consumer electronics market remains a bright spot in a lackluster economy – global spending is expected to exceed $1 trillion in 2012, up 5% from 2011 spending of $993 billion. 1 LinkedIn members are at the cutting edge of consumer electronics trends, and for consumer electronics marketers, they represent a lucrative target audience. We surveyed more than 1,600 in the U.S. to discover if: • Affluent LinkedIn members are willing to spend on quality products • They are sophisticated users of CE products • They influence others’ CE purchasing decisions • They change CE buying habits when they change jobs • They care more about productivity and efficiency, and less about entertainment value LINKEDIN MEMBERS ARE AFFLUENT 41% will spend more than $1,000 on consumer electronics products in 2012 INFLUENTIAL Two-thirds say that other people solicit their advice about electronics QUALITY-DRIVEN 43% more likely than the average adult to cite quality as a purchase driver GADGET-SAVVY 85% more likely to own or use a tablet PC than the average adult Reach Consumer Electronics Buyers with LinkedIn LinkedIn Consumer Electronics Audience Study, Q4 2011 1 LINKEDIN MEMBERS ARE WILLING TO SPEND LinkedIn Members General U.S. Online Population ESTIMATED SPEND ON CE IN 2012 24% 35% 41% 39% 33% 29% Affluent LinkedIn members are willing to spend more for quality To determine if LinkedIn members are likely to spend more on consumer electronics and pay more for high quality, we compared their buying habits to those of the U.S. general online population. Forty-one percent of LinkedIn members plan to spend $1,000 or more on CE purchases in 2012, compared to 29% of the general population. For every device respondents were asked about – including digital cameras, smartphones, and MP3 players – LinkedIn members ranked higher in ownership and usage than the average online adult. For example, 77% of LinkedIn members own or use a smartphone, compared to 51% of the general online population. Forty percent own or use tablet PCs, compared to 22% of the general online population. LESS THAN $500 $500 TO $999 $1000 OR MORE LINKEDIN MEMBERS ARE 25% MORE LIKELY TO SPEND $500 OR MORE
The consumer electronics market remains a bright spot in a lackluster economy – global spending is expected to exceed $1 trillion in 2012, up 5% from 2011 spending of $993 billion. LinkedIn members are at the cutting edge of consumer electronics trends, and for consumer electronics marketers, they represent a lucrative target audience.
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Marketing Solutions
The consumer electronics market remains a bright spot in a lackluster
economy – global spending is expected to exceed $1 trillion in 2012, up
5% from 2011 spending of $993 billion.1 LinkedIn members are at the
cutting edge of consumer electronics trends, and for consumer electronics
marketers, they represent a lucrative target audience. We surveyed more
than 1,600 in the U.S. to discover if:
• Af�uent LinkedIn members are willing to spend on quality products
• They are sophisticated users of CE products
• They in�uence others’ CE purchasing decisions
• They change CE buying habits when they change jobs
• They care more about productivity and ef�ciency, and less about entertainment value
LINKEDIN MEMBERS ARE
AFFLUENT41% will spend more than $1,000 on consumer electronics products in 2012
INFLUENTIALTwo-thirds say that other people solicit their advice about electronics
QUALITY-DRIVEN43% more likely than the average adult to cite quality as a purchase driver
GADGET-SAVVY85% more likely to own or use a tablet PC than the average adult