The audience 360 report for India - understand the Indian audience online, their behavior, background and expectations from social media and LinkedIn.

1. Audience 360 – India
May 2014

2. Methodology
Fielding
15 minute online survey
Respondents invited to participate via email
Field timing 4th March – 12th March 2014
Incentives
Qualified respondents were incentivized $5USD or the equivalent for their
participation
Quotas
100 Directors + - determined by how respondents indicate their title/seniority in
the survey
Sample Size
India
N= 953
2

3. Indians on LinkedIn – Who Are They?
3

4. Over 25 Million Indian Professionals are on LinkedIn
Source: LinkedIn Audience 360 Member Study, India 2014, n=953
2 in 5
work in large organisations, 1,000 or
above in size
20%
have a household income of over 20 lacs
37%
are Manager or above in their organisations
93%
have received a university degree (or higher)

5. 5%
8%
18%
50%
19%
55+
45 - 54
35 - 44
25 - 34
18 - 24
55%
24%
11%
4%
2%
3%
< INR 10 lac
11-20 lacs
21-30 lacs
31-40 lacs
41-50 lacs
> 51 lacs
1 in 4 have more than INR 25 lacs in investable assets
93%have received a university
degree (or higher)
1 in 5Earn more than 20
lacs/annum
Age
Income
India’s LinkedIn Professionals are affluent, young and
well-educated
Source: LinkedIn Audience 360 Member Study, India 2014, n=953

6. 36%
7%
11%
23%
10%
4%
IC
Self employed/consultant
Assistant Manager
Manager/Senior Manager
Director, VP, CXO
Owner
37%are Manager or above in
their organisations
Seniority
They’re senior in their organisations – and influence
business decisions
17%
22%
23%
What vendors to use
What products to use
What candidates to hire
Decision Making Authority
74%
Source: LinkedIn Audience 360 Member Study, India 2014, n=953, Decision Making Authority n=1004
of members have influence over business decisions at their company

7. 19%
13%
9%
20%
20%
8%
IC
Self employed/consultant
Assistant Manager
Manager/Senior Manager
Director, VP, CXO
Owner
48%are Manager or above in
their organisations
Seniority
The LinkedIn member base also accounts for a large
proportion of SMB decision makers
18%
22%
22%
What vendors to use
What products to use
What candidates to hire
Decision Making Authority
85%
Source: LinkedIn Audience 360 Member Study, India SMB 2014, n=329
of members have influence over business decisions at their company

8. They work across a number of industries, and are
often found in larger organisations
2 in 5
work in large organisations,
1,000 or above in size
 IT and Services
 Financial Services
 Telecommunications/
Wireless
 Computer Hardware/
Semiconductors
 Mechanical or Industrial
Engineering
TopIndustries
Source: LinkedIn Audience 360 Member Study, India 2014, n=953

9. Our members are aspirational – they’re keen
travellers, well informed, and have purchasing power
91%
“I want to get to the top of
my career”
91%
“I like to visit new places
and have new experiences”
79%
“It is important that I look
good every day”
81%
“I prefer to be a leader
rather than a follower”
87%
“Keeping up with modern
technology is the key to my
success”
88%
“I’m not afraid to spend
money if its worthwhile”
Source: LinkedIn Audience 360 Member Study, India 2014, n=953

10. 20%
29%
30%
38%
42%
67%
68%
75%
Car loan
Property loan
Pension
Shares
Priority banking
account
Credit card
Medical Insurance
Life Insurance
They’re tech savvy, and have vested relationships
with banks and financial providers
41%
44%
48%
54%
66%
72%
83%
94%
Travel goods
Tablet
Designer clothing
Car
Plasma / LCD / LED
TV
Digital camera
Smartphone
Laptop / desktop
computer
Currently Own (Electronics / Lifestyle) Currently Own (Financial Products)
Source: LinkedIn Audience 360 Member Study, India 2014, n=953

11. They’re in-market for luxury items – and 53% of members are
looking to purchase a financial product in the next 12 months
22%
22%
24%
27%
28%
35%
38%
Smartphone
Designer clothing
Designer handbags /
accessories
Designer watches
Plasma / LCD / LED
TV
Tablet
Car
In-Market (Electronics / Lifestyle) In-Market (Financial)
Source: LinkedIn Audience 360 Member Study, India 2014, n=953
13%
15%
18%
24%
25%
28%
Life Insurance
Medical Insurance
Credit card
Shares
Property loan
Pension

12. They’re also travellers – with the majority of members involved in
frequent flyer programs, and one quarter looking for travel insurance
Source: LinkedIn Audience 360 Member Study, India 2014, n=953
41%are already members of
frequent flyer programs
30%are looking to join frequent flyer
programs in the next 12 months
29%are looking to purchase travel
insurance in the next 12 months

13. What do Indian’s do on social / LinkedIn?
13

14. Indian LinkedIn Members look to social media when sourcing and
consuming content
14
46%
51%
30%
33%
36%
43%
49%
63%
19%
64%
64%
Participate in online polls/surveys
Participate in groups/community discussions
Subscribe to financial related feeds/blogs
Download white papers
Receive updates from financial services companies
and/or experts
Download slide presentations
Follow a recognised industry expert/executive
Search for key topics/information
Listen to podcasts
Watch videos
Use as a source for news/content
Consume
Explore
Inform
Source: LinkedIn Audience 360 Member Study, India 2014, n=953Source: LinkedIn Audience 360 Member Study, India 2014, n=953
What do our members typically use social media for?

15. 89%
52%
49%
39%
11%
Facebook is the most used social network amongst Indian
LinkedIn members
15
Websites Used for Social Networking

16. 16
Indians are increasing their LinkedIn activity, and engaging
significantly more with the platform
16
Source: LinkedIn Audience 360 Member Study, India 2014, n=953
60%
56%
said they have increased LinkedIn
activity over the past 12 months
said that they are much more
engaged on LinkedIn compared
to 12 months ago

17. In India, members use LinkedIn to maintain their professional
identity and connect with other professionals ..
67%
66%
64%
62%
Maintain my professional
identity
Network with other
professionals
Reconnect with former
colleagues
Search for people
17
Source: LinkedIn Audience 360 Member Study, India 2014, n=953
Top Reasons for using LinkedIn

18. .. though also leverage it as a business tool – providing insights,
content, and an appropriate context to connect with colleagues
18
76%
53%
10%
8%
69%
55%
53%
37%
31%
28%
22%
19%
19%
18%
Times of India
Economic Times
Facebook
Moneycontrol
Yahoo
Forbes.com
Economist.com
BBC
Twitter
Source: LinkedIn Audience 360 Member Study, India 2014, n=953
Primary websites used for business content consumption Social websites used to connect with business colleagues

19. More than 7 in 10 of our members follow companies – in the hunt
for new product information, company news and industry trends ..
19
Source: LinkedIn Audience 360 Member Study, India 2014, n=878
72%
of users in India are
currently following
companies on LinkedIn
Most sought after content types from companies

20. .. those interested in following financial services companies
have specific content requests
20
36%
39%
47%
47%
50%
51%
51%
53%
57%
57%
58%
Crowd-sourced learning
Finance events
Thought leadership articles and stories
Market and economic commentary
Expert ratings, reviews, or testimonials
Customer stories and case studies
Product performance updates
New innovation and technology developments
New product information
Best practices, how-to guides, checklists
Company background
Source: LinkedIn Audience 360 Member Study, India 2014 ,n=922
Most sought after content types from financial services companies
Context is
everything

21. Members in India come to LinkedIn for professional content that
other social media websites can’t provide them with ..
21
Source: LinkedIn Audience 360 Member Study, India 2014, n=953
Professional
Personal
Post Updates about my Personal Life
Keep up with current friends / family
Marketing your business 53% 27% 8% 9%
68% 28% 6% 7%
63% 34% 14% 9%
60% 41% 7% 9%
Post updates related to my job / industry
Follow a company / brand and receive updates
Join a group to discuss relevant topics
18% 68% 8% 10%
26% 78% 6% 17%
Which social networks do our members use for the following:

22. .. with Financial Services content earning a large audience on
the platform
Financial
60% 32% 15% 13%
57% 31% 15% 9%
55% 28% 13% 7%
43% 25% 12% 7%
51% 34% 13% 9%
To keep up-to-date on current financial
trends, products, policies or institutions
Which social networks do our members use for the following:
Source: LinkedIn Audience 360 Member Study, India 2014, n=989
To gather preliminary information about
financial products, policies or institutions
To seek advice or gather information to help
me make a specific financial decision
To evaluate or re-think a financial decisions
already made
To recommend a financial
product/policy/service to others

23. LinkedIn is the platform of choice for the Affluent to be
informed and educated about financial news and trends
Financial
57% 18% 17% 12%
51% 20% 16% 8%
46% 29% 12% 8%
40% 19% 12% 8%
47% 25% 12% 8%
To keep up-to-date on current financial
trends, products, policies or institutions
Which social networks do our members use for the following:
Source: LinkedIn Audience 360 Member Study, India Affluent (INR>20 lacs) 2014, n=217
To gather preliminary information about
financial products, policies or institutions
To seek advice or gather information to help
me make a specific financial decision
To evaluate or re-think a financial decisions
already made
To recommend a financial
product/policy/service to others
LinkedIn is used up to 3x more than any other social media
site for financial services information

24. LinkedIn is seen as the professional profile of choice – and
provides a trusted context for content consumption
51%
65%
65%
66%
66%
73%
86%
90%
92%
LinkedIn provides me with unique content that I cannot get
anywhere else
I use LinkedIn more to help me with my current job vs. 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 helps me build relationships and develop new
business leads
I trust the information I receive from contacts on LinkedIn more
so than any other online professional network
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
Source: LinkedIn Audience 360 Member Study, India 2014, n=953
Member experience on LinkedIn
Relationships
Trust

25. Business Travellers
(Indians who flew at least once for business in the last
12 months)
25

26. Indian Business Travellers on LinkedIn
Source: LinkedIn Audience 360 Member Study, India 2014, n=953
48%
work in large organisations, 1,000 or
above in size
53%
are aged 25-34 years old, and are
predominantly male
49%
are Manager or above in their organisations
94%
have received a university degree (or
higher)
Source: LinkedIn Audience 360 Member Study, India 2014 Business Travellers, n=595

27. Source: LinkedIn Audience 360 Member Study, India 2014 Business Travellers, n=595
Our Business Travellers are frequent flyers, influential, and
in-market for consumer electronics
27
51%
22%
9%
5%
13%
1-2 trips
3-4 trips
5-7 trips
8-10 trips
10 + trips
Flight Frequency (Last 12 Months)
81%
Influence Business Decisions
3in4
Follow companies on LinkedIn
70%
Are in-market to purchase consumer
electronics (in the next 12 months)

28. Our frequent flyers spend significant amounts of time abroad
– with 2 in 5 most often flying premium class or higher
28
59%
24%
15%
2%
Budget Premium
Economy
Business
Class
First Class
49%
14% 14%
21%
1-7 nights 8-14 nights 15-29 nights 30+ nights
Source: LinkedIn Audience 360 Member Study, India 2014 Freq Business Travellers, n=144
Class Traveled (Last 12 Months) Nights Abroad (Last 12 Months)

29. 29
Leisure Travellers
(Indian’s who flew at least once for leisure in the last
12 months)

30. Indian Leisure Travellers on LinkedIn
1 in 2
work in enterprise sized companies
44%
are Manager or above in their organisations
30%
are members of hotel loyalty programs
Source: LinkedIn Audience 360 Member Study, India Leisure Travelers 2014, n=801
48%
are members of frequent flyer programs

31. Our Leisure Travellers are frequent flyers, tech-savvy, and
open to messaging from brands
57%
23%
8%
12%
1-2 trips
3-4 trips
5-7 trips
8 or more
Flight Frequency (Last 12 Months)
Source: LinkedIn Audience 360 Member Study, India Leisure Travellers 2014, n=801
51%
own a tablet computer
62%
Follow companies on LinkedIn

32. Our members choose to fly economy when traveling for
leisure – and often spend over a week on holiday when flying
32
75%
17%
5% 4%
16%
6%
3%
1-7 nights 8-14 nights 15-29 nights 30+ nights
Class Traveled (Last 12 Months) Nights in Hotels (Last 12 Months)
Source: LinkedIn Audience 360 Member Study, India Leisure Travellers 2014, n=801
75%