AUDIENCE 360 – UK

September 2014

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

AUDIENCE PROFILE

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

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

6

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

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

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%

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

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%

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

WHAT DO UK PROFESSIONALS DO ON SOCIAL MEDIA?

13

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

14

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

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

16

And they see LinkedIn as the most influential site for business content

LinkedIn

Guardian.co.uk

Twitter

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

17

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