Audience 360 Netherlands 2014
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The document summarizes key findings from a survey of over 5 million LinkedIn members in the Netherlands: 1) LinkedIn members in the Netherlands are highly educated professionals, with 76% holding a college degree or higher. Many work in large companies and have household incomes over €60,000. 2) Members are influential in their companies, with 41% in manager or above roles and having decision making authority over vendors, budgets, and hiring. 3) LinkedIn is primarily used for professional networking, relationship building, and consuming business content. Members see it as more trustworthy than other social media for professional purposes.
Audience 360 Netherlands 2014
- 2. Methodology 2 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 The Netherlands N= 907
- 3. DUTCH ON LINKEDIN – WHO ARE THEY?
- 4. Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907 Over 5 Million Professionals in The Netherlands are on LinkedIn 1in3 work in large organisations, with over 1,000 employees 48% have a household income of over €60K 41% are Manager or above in their organisations 76% hold a college degree or higher
- 5. 5Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907 Our members are affluent 9% 10% 11% 22% 31% 17% < €20K €20K - €30K €30K - €40K €40K - €60K €60K - €100K €100k+ Income 1 in 5 have more than €75K in investable assets
- 6. 17% 19% 21% 21% 24% What vendors to use Allocating funds or managing budgets What companies to partner with What candidates to hire What products to use And they’re influential in their companies 59% 41% 9% 8% Individual Contributor Manager / Senior Manager Director, VP, CXO Owner 6Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907 Seniority Decision Making Authority
- 7. Top Industries Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907 Working across a large number of industries IT and Services Financial Services Government/Mi nistries Oil & EnergyFMCG/ Consumer Goods RetailHigher Education
- 8. LinkedIn’s 5 million members are adventurous, culturally aware and ambitious 8Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907 84% As a citizen it’s important to contribute to society” 79% “I pride myself on being informed and up-to-date” 59% I prefer to be a leader rather than a follower” 93% “I like to visit new places and have new experiences” “I’m not afraid to spend money if its worthwhile” “I want to get to the top of my career” 84% 58%
- 9. They’re tech savvy and financially invested 45% 73% 79% 81% 90% 92% 99% Designer clothing Tablet 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, The Netherlands 2014, n=907 16% 21% 25% 46% 54% 77% 82% 91% Managed funds Income Protection Shares Property loan Life insurance Pension Credit card Medical Insurance
- 10. With many being in-market for a wide range of goods and services 10% 12% 14% 15% 19% 27% Plasma / LCD / LED TV Car Smartphone Laptop / desktop computer Tablet Luxury watches/clothes/accessories In-Market (Electronics / Lifestyle) In-Market (Financial) Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907 5% 7% 10% 11% 12% 13% Life insurance Property loan Managed funds Income protection Automotive loan Shares
- 11. 35% Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907 Our Dutch audience are also travellers, with many belonging to frequent flyer programs are already members of frequent flyer programs 21% Are looking to get travel related products* in the next 12 months *Travel insurance/join frequent flyer/ privilege member schemes
- 12. WHAT DO THE DUTCH DO ON SOCIAL / LINKEDIN?
- 13. Our members consume, explore and inform their network on social media 13 13% 34% 38% 41% 44% 39% 38% 45% Participate in onlin polls/surveys Follow a recognised industry expert Subscribe to financial related feeds/blogs Search for key topics/information Follow companies Use as a source of news content Watch videos Read Reviews/recommenmdations 74% Consume 66% Explore 47% Inform Source: LinkedIn Audience 360 Member Study, . 2014, n=1042
- 14. ….And LinkedIn is their primary social media site for content consumption 14Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907 95% 75% 33% 30% 22% LinkedIn Facebook Twitter YouTube Google+
- 15. Our members are open to receiving messaging from brands 6in10 members follow companies on the platform Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
- 16. And they see LinkedIn as the most influential site for business content 16 Primary sites for business content Most sought after content types 72% 31% 22% 21% 21% 18% 12% 6% 5% 5% 4% 15% LinkedIn NUzakelijk.nl Intermediar.nl Facebook fd.nl Twitter Elsevier.nl MT.nl managersonline.nl Sprout.nl z24.nl Other Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
- 17. The trustworthy context of LinkedIn allows our members to build relationships 17Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907 28% 31% 35% 40% 39% 48% 70% 85% 86% I use LinkedIn to gain insights and understand the latest industry trends I use LinkedIn to develop expertise and stay current on my industry 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 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 helps me network with other professionals LinkedIn allows me to stay connected with my professional network Relationships Trust Member experience on LinkedIn
Editor's Notes
- #5: How would you describe yourself?
- #7: [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
- #8: [Q1] What is your age? [Q7] What is the highest level of education you have completed? [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
- #9: How would you describe yourself?
- #10: [Q10] Do you personally or anyone in your household own any one of these products? Which of the following products do you intend to purchase/subscribe personally in the next 12 months?
- #11: [Q10] Do you personally or anyone in your household own any one of these products? Which of the following products do you intend to purchase/subscribe personally in the next 12 months?
- #12: [Q10] Do you personally or anyone in your household own any one of these products? Which of the following products do you intend to purchase/subscribe personally in the next 12 months?
- #14: Which aspects of social media do you tend to use the most?
- #15: Which of the following sites do you use for social networking?
- #16: How would you describe yourself?
- #17: Which of the following sites do you use primarily, for business related content/information (e.g. keep up on trends in your industry, research companies, business news, etc.) in the past 30 days? Below are a number of activities/actions you may undertake on social media. Please tell us which, if any, social media platforms you use for each of the following activities. For "Connect with current/past business colleagues"
- #18: Please indicate whether you agree or disagree with the following statements about your experience on LinkedIn.