Audience 360 UK 2014

1. AUDIENCE 360 – UK
September 2014

2. Methodology
2
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

3. AUDIENCE PROFILE

4. Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
Over 16 million UK professionals are LinkedIn
1in3
work 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

5. 5
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
LinkedIn’s UK members are affluent
1in3
have more than £65k
in investable assets
6%
13%
13%
28%
24%
12%
4%
<£20K
£20K-<£30K
£30K-<£40K
£40K-<£50K
£50K-<£100K
£100K-<£200K
£>£200K
Income

6. They’re also influential at work
46%
34%
12%
8%
Individual Contributor
Manager/Senior Manager
Director, VP, CXO
Owner
6
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
Seniority
23%
28%
31%
32%
32%
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
Decision Making Authority

7. 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

8. As people, LinkedIn’s 16 million members are ambitious,
adventurous and culturally aware
8
Source: 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%

9. 19%
27%
42%
43%
50%
77%
85%
Income protection
Managed funds
Shares
Medical insurance
Mortgage
Pension
Credit card
They’re also tech savvy and affluent
60%
75%
88%
91%
92%
98%
TV games console
Tablet
Plasma / LCD / LED TV
Digital camera
Smartphone
Laptop / desktop computer
Currently Own (Electronics / Lifestyle) Currently Own (Financial Products)
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930

10. With many being in-market for a wide range of goods and services in the
next 12 months
7%
11%
12%
17%
18%
25%
Plasmas/LCD/LED TV
Laptop / desktop computer
Frequent Flyer (Airlines)
Travel insurance
Tablet
Designer clothes/accessories
In-Market (Electronics / Lifestyle) In-Market (Finance)
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
9%
9%
9%
10%
11%
13%
Managed funds
Medical insurance
Priority banking
account
Mortgage
Income protection
Shares

11. 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
are looking to purchase travel
insurance in the next 12 months

12. WHAT DO UK PROFESSIONALS DO
ON SOCIAL MEDIA?

13. UK professionals like to consume, learn and participate on social
media
13
30%
35%
10%
14%
13%
19%
35%
47%
16%
45%
58%
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
74% Consume
66% Explore
47% Participate
Source: LinkedIn Audience 360 Member Study, UK2014, n=930

14. More professionals network on LinkedIn than any other social platform
89%
74%
45%
30%
22%
11%
14
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930

15. Our members are open to receiving messaging from brands
6 in 10
members follow companies on
our platform
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930

16. And they see LinkedIn as the most influential site for business content
16
55%
27%
21%
19%
17%
16%
11%
7%
7%
6%
LinkedIn
Guardian.co.uk
Twitter
FT.com
Economist.com
Telegraph.co.uk
Independent.co.uk
Business Insider.com
Forbes.com
CNN.com
Primary sites for business content
Most sought
after content
types:
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930

17. Over half our UK members build relationships and develop new
business leads on LinkedIn
17
Source: LinkedIn Audience 360 Member Study, UK 2014, n=930
37%
39%
42%
42%
42%
57%
72%
87%
88%
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
Relationships
Trust