Our latest Consumer Technology Research sheds some light on this untapped “indulgent techie” audience and shows that that not all consumers are created equal when it comes to their willingness to spend on hot new products. In contrast to the tech consumers traditionally reached on lifestyle media, indulgent techies buy tech products often, spend more on each device, and influence the purchases of others. They are high-value consumers that spend time looking for tech information on LinkedIn. Contact us to learn more about this study.

1. Consumer Technology Research
Australia, Q4 2012

2. Not All Tech Consumers Are Created Equal
©2013 LinkedIn Corporation. All Rights Reserved. 2
Purchase often, spend more
Early adopters with high
lifetime value
Share opinions &
influence others
Seek tech content &
discuss in groups
Discriminating techies Indulgent techies
LMS
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 offers
2. Company & new product news

3. 03
02
01
Key Findings
from LinkedIn
Members
Active shoppers of technology products
Heavy spenders on consumer technology
LMS
04
05
Turn to social before and after a purchase
Look for tech news & updates on LinkedIn
Advise peers about technology
©2013 LinkedIn Corporation. All Rights Reserved. 3

4. LinkedIn Members Actively Shop Technology Products
Purchased
at least one consumer
tech product in the
past year
Plan to purchase
at least one consumer
tech product in the
next year
89%
76%
Shopped for
at least one consumer
tech product in the
past year
94%
LMS 4©2013 LinkedIn Corporation. All Rights Reserved.
Source: April 2013 survey of. LinkedIn audience in Australia
1Source: PricewaterhouseCoopers and Frost & Sullivan report "Digital Media Research 2012:Australian & New Zealand Online Shopping Market Insights
of Australians purchased tech
products online in 20121
59%

5. They Spend Heavily on Consumer Technology
LMS 5©2013 LinkedIn Corporation. All Rights Reserved.
67%
Spent more than $1,000
on consumer technology in 2012
37%
Spent more than $2,000
on consumer technology in 2012
Source: April 2013 survey of. LinkedIn audience in Australia

6. They Turn to Social Before and After a Purchase
54% 44%
Find information
about a consumer
technology product they
want to purchase
Share information
about a consumer
technology product they
have purchased
LMS 6©2013 LinkedIn Corporation. All Rights Reserved.
Source: December 2012 survey of U.S. LinkedIn audience

7. ? For each of the following types of information, which social network would you trust the most?*
LMS 7©2013 LinkedIn Corporation. All Rights Reserved.
*Among LI members who would trust social media for this information | Source: April 2013 survey of. LinkedIn audience in Australia
Tech product info
from peers
53%
42%
5%
75%
18%
7%
Tech product info
from experts
58%
37%
6%
Tech product info
from brands
They Trust LinkedIn Most for Product Information

8. 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 8©2013 LinkedIn Corporation. All Rights Reserved.

9. Contact LinkedIn
 http://marketing.linkedin.com/contact
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