First Ever Public Study Concerning Business Oriented Social Network Giant LinkedIn.com
Stamford, CT – November 5, 2008 – In the real world, different business people conduct business differently with their own strategies and tactics. Online, business people use Social Network Services (SNS), like the highly popular professional networking site LinkedIn, very differently too.
According to Anderson Analytics, the company that conducted the study in partnership with LinkedIn.com, using state of the art predictive analytics software from SPSS Inc., LinkedIn users tend to fall into four major types:
“Savvy Networkers” (est. 9 million) are likely to have started using social networking earlier than others, are more tech savvy, and more likely to be active on other SNS sites like Facebook. Savvy Networkers have the most connections (61 on average) and are more likely than other segments to use LinkedIn for a wide variety of purposes other than job searching. Savvy Networkers have the second highest average personal income ($93,500) and may often have the word “Consultant” in their job description.“Senior Executives” (est. 8.4 million) are somewhat less tech savvy and is using LinkedIn to connect to their existing corporate networks. They have power jobs which they are quite content with, and are likely to have been invited by a colleague and then realized how many key contacts were on the site and started building connections (32 on average). Senior Executives have the highest average personal income ($104,000) and have titles such as Owner, Partner, Executive, or Associate.
“Late Adopters” (est. 6.6 million) are likely to have received numerous requests from friends and co-workers before deciding to join. They are somewhat less tech savvy and are careful in how they use LinkedIn, tending to connect only to close friends and colleagues and have the fewest number of connections (23 on average). Late Adopters have the lowest average personal income ($88,000) and have titles such as Teacher, Medical Professional, Lawyer, or the word “Account” or “Assistant” in their job description.
“Exploring Options” (est. 6.1 million) may be working, but are open and looking for other job options often on CareerBuilder.com, perhaps in part because they have the lowest average personal income ($87,500). They are fairly tech savvy and use SNS for both corporate and personal interests.
To find out which type you are most like, you may use the predictive tool available at Anderson Analytics [http://www.andersonanalytics.com/litype]
Some of the findings include:
- Most users connect to people they know, including those they’ve met only over the phone
- Users like the professional and business oriented look and feel of LinkedIn compared to other SNS
- Users tend to be more senior (56% are “individual contributors”, 16% are management level, and 28% are director/VP level or above) The majority (66%) are decision makers or have influence in the purchase decisions at their companies (decision makers also tend to be more active on LinkedIn)
- And perhaps most interestingly, the greater the number of connections the greater the likelihood of higher personal income - those with personal incomes between $200K-$350K were seven times more likely than others to have over 150 connections!
Total sample size of the study consisted of 65,873 records and provides statistics with an accuracy of +/-0.39%. Supplemental survey results represent +/-3.48% at the 95% confidence interval.
About Anderson Analytics
More than market research, Anderson Analytics is the first Next Generation marketing consultancy to combine new technologies, such as data and text mining with traditional market research. [snip] For more information, please visit http://www.andersonanalytics.com
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