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2012 LinkedIn India Audience 360 Report
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A new way of doing business
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82% use LinkedIn as their primary professional networking site
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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2 out of 3 members use LinkedIn to keep up on business news or to research companies
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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And a broad range of other business activities
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
LinkedIn is really a good medium for staying in touch
with the current business and technology flow, industry experts, etc.
LinkedIn is really a good medium for staying in touch
with the current business and technology flow, industry experts, etc.
LinkedIn Member
Information Technology
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Company Research
Business Leads
223M
149M
189M
96MProducts / Services
Sold
Product / Service Research
# of business activities conducted on LinkedIn in 2011
LinkedIn drove 149M business leads in India in 2011
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
LinkedIn is a reliable & excellent source for genuine leads & news relevant to any
industry vertical.
LinkedIn is a reliable & excellent source for genuine leads & news relevant to any
industry vertical.
LinkedIn Member
Manufacturing Manager
LinkedIn is a good source for leads and research on a
company.
LinkedIn is a good source for leads and research on a
company.
LinkedIn Member
Consultant
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LinkedIn is the most trusted information source
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
LinkedIn is most trusted website for professionals. I have been recommending
this site to everyone.
LinkedIn is most trusted website for professionals. I have been recommending
this site to everyone.
LinkedIn Member
Human Resources
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Professionals are more confident in information on LinkedIn compared to other social networks
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
LinkedIn is most trusted website for professionals. I have been recommending
this site to everyone.
LinkedIn is most trusted website for professionals. I have been recommending
this site to everyone.
LinkedIn Member
Human Resources
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Q: To what extent do you agree or disagree with the following statements about your experience on LinkedIn? (those rating strongly agree, agree)Base: All respondents
Members trust LinkedIn to help grow, connect, & stay informed
73% trust the information on LinkedIn more than any other professional network
70% use LinkedIn to understand the latest industry trends
66% use LinkedIn to develop expertise and stay current on their industry 71%
agree that LinkedIn helps them develop relationships and grow new business
92% agree LinkedIn helps them network with other professionals
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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Insights
It’s not all about finding jobs. Today’s professionals tap into social platforms for all types of business.
Professionals trust information when it comes from connections they know and respect.
LinkedIn is a unique resource for professionals.
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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Professionals are engaged with & prefer LinkedIn
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Members have a deep affinity for LinkedIn
LinkedIn has unique reach with the majority of respondents saying these are “not sites I really use”
• LinkedIn is a valuable professional resource that nearly 1 in 5 members “couldn’t live without”• 71% find LinkedIn a very useful site
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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LinkedIn is an essential site for business
Q: Why do you find LinkedIn an essential site?Tag-cloud Base: Among those who indicated LinkedIn was “an essential site, I couldn’t live without”
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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Social environment matters
88% agree LinkedIn is where they maintain their professional identity
88% agree LinkedIn is where they maintain their professional identity
79% prefer to have separate social networks for their personal and professional lives
79% prefer to have separate social networks for their personal and professional lives
93% say LinkedIn allows them to stay connected to their professional network
93% say LinkedIn allows them to stay connected to their professional network
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
[LinkedIn is] the best professional
networking portal in the world.
[LinkedIn is] the best professional
networking portal in the world.
LinkedIn Member
Manager
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Professionals increasingly use LinkedIn• 62% of LinkedIn Members have increased their use of the site over the past year
% who use each site for professional networking
LinkedIn 95%
Facebook 62%
Twitter 23%
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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Insights
Utility = affinity. Professionals are engaged with LinkedIn because it’s an essential business platform.
Customers want separate networks for their personal and professional personas. Develop social programs accordingly.
LinkedIn has unique reach among professionals.
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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LinkedIn’s Affluent Professionals
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The most affluent professionals anywhere
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
• About one-quarter of LinkedIn members are executives or business owners• More than 1 in 10 have household incomes over Rs. 25 lakhs
Q: Which best describes your job title?Base: All respondents
Q: What was your HH income in 2010?Base: All respondents
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Our members plan to purchase a wide range of products and services per for personal reasons
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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Our members has authority over a wide range of decisions
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
• 1 in 5 are responsible for all business decisions at their company
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For our members, business travel is a big part of their lives
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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LinkedIn reaches IT decision makers
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
• 44% of LinkedIn members are IT decision makers with authority over a wide range of tech purchases
44% of LinkedIn members are
IT Decision Makers
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LinkedIn members are employed in high power professions
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
Q: Which of the following categories best describes your current occupation?Base: All respondents
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And a range of industries, with a focus on tech
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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LinkedIn is a unique resource for small & medium businesses
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
25% Companies with less than
50 employees
32% Companies with 51 to 1,000
employees
44% Companies with 1,000 or more
employees
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Insights
LinkedIn has more affluent professionals than anywhere else. As executives and business owners, LinkedIn members have decision
making authority. While B2B is an obvious target, this audience is desirable for any
marketer seeking affluent professionals.
Source: LinkedIn India Audience 360 Survey, December 2011. (N = 942).
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