Download - Audience 360 UK 2014
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AUDIENCE 360 – UK
September 2014
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Methodology
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Fielding 15 minute online survey. Respondents invited to participate via email
Field timing 4th – 12th March 2014
Incentives Qualified respondents were incentivised with £5 for their participation
Sample Size UK N= 930
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AUDIENCE PROFILE
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Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
Over 16 million UK professionals are LinkedIn
1in3work in large
organisations, with over 1,000 employees
40%have a household
income of over £50k
54%are Manager or above in their organisations
71%hold a university degree or higher
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5Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
LinkedIn’s UK members are affluent
1in3 have more than £65k in investable assets
<£20K
£20K-<£30K
£30K-<£40K
£40K-<£50K
£50K-<£100K
£100K-<£200K
£>£200K
6%
13%
13%
28%
24%
12%
4%
Income
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They’re also influential at work
Individual Contributor
Manager/Senior Manager
Director, VP, CXO
Owner
46%
34%
12%
8%
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
Seniority
Which companies to partner with
Which vendors to use
Which candidates to hire
Allocate funds, or manage budgets for certain projects
Which products to use
23%
28%
31%
32%
32%
Decision Making Authority
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Top Industries
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
Across a large number of industries
IT and Services
Financial Services
Government/Ministries
Oil & Energy Construction Education Higher Education
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As people, LinkedIn’s 16 million members are ambitious, adventurous and culturally aware
8Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
91%
“I like to visit new places and have new experiences”
89%
“As a citizen it’s important to contribute to society”
75%
“It’s important to have an international perspective”
91%
“I pride myself of being well informed and up-to-date”
“I am very committed to my job”
“I’m not afraid to spend if it’s worthwhile”
88%
89%
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Income protection
Managed funds
Shares
Medical insurance
Mortgage
Pension
Credit card
19%
27%
42%
43%
50%
77%
85%
They’re also tech savvy and affluent
TV games console
Tablet
Plasma / LCD / LED TV
Digital camera
Smartphone
Laptop / desktop computer
60%
75%
88%
91%
92%
98%
Currently Own (Electronics / Lifestyle) Currently Own (Financial Products)
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
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With many being in-market for a wide range of goods and services in the next 12 months
Plasmas/LCD/LED TV
Laptop / desktop computer
Frequent Flyer (Airlines)
Travel insurance
Tablet
Designer clothes/accessories
7%
11%
12%
17%
18%
25%
In-Market (Electronics / Lifestyle) In-Market (Finance)
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
Managed funds
Medical insurance
Priority banking account
Mortgage
Income protection
Shares
9%
9%
9%
10%
11%
13%
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73%
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
Our UK audience are also travellers, with the majority belonging to frequent flyer programmes
are already members of frequent flyer programmes 12% are looking to join one in the
next 12 months
17%are looking to purchase travel insurance in the next 12 months
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WHAT DO UK PROFESSIONALS DO ON SOCIAL MEDIA?
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UK professionals like to consume, learn and participate on social media
Participate in online polls/surveys
Participate in groups/community discussions
Subscribe to financial related feeds/blogs
Download slide presentations
Receive updates from financial services companies and/or experts
Download white papers
Follow a recognised industry expert/executive
Search for key topics/information
Listen to podcasts
Watch videos
Use as a source for news/content
30%
35%
10%
14%
13%
19%
35%
47%
16%
45%
58%
74% Consume
66% Explore
47% Participate
Source: LinkedIn Audience 360 Member Study, UK2014, n=930
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More professionals network on LinkedIn than any other social platform
Series1
89%74%
45%30%
22%11%
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
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Our members are open to receiving messaging from brands
6 in 10members follow companies on our platform
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
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And they see LinkedIn as the most influential site for business content
Guardian.co.uk
FT.com
Economist.com
Telegraph.co.uk
Independent.co.uk
Business Insider.com
Forbes.com
CNN.com
55%27%
21%
19%
17%
16%
11%
7%
7%
6%
Primary sites for business content
Most sought after content types:
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
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Over half our UK members build relationships and develop new business leads on LinkedIn
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
I use LinkedIn more to help me with my current job versus to look for a new job
I use LinkedIn to develop expertise and stay current on my industry
I use LinkedIn to gain insights and understand the latest industry trends
LinkedIn provides me with unique content that I cannot get anywhere else
I trust the information I receive from contacts on LinkedIn more so than any other online professional network
LinkedIn helps me build relationships and develop new business leads
LinkedIn is where I maintain my professional identity
LinkedIn allows me to stay connected with my professional network
LinkedIn helps me network with other professionals
37%
39%
42%
42%
42%
57%
72%
87%
88%
Relationships
Trust