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BizReport : Advertising archives : September 19, 2013

35% of US LinkedIn users in the market for a new car

Auto brand marketers have a new hunting ground - LinkedIn. New research from the social network for professionals has revealed a higher propensity for its members to be in the market for a new car than the US population in general.

by Helen Leggatt

When LinkedIn surveyed 1,000 of its members, it was revealed that over a third (35%) are interested in getting a new car compared to just 15% of the US population overall.

Furthermore, 34% of those LinkedIn members in the market for a new ride were "positively impacted" by content shared on the network.

Perhaps this has something to do with LinkedIn members being more likely to have a job in which they are provided with a company car, many having a say in which model they would like.

Pay special attention luxury car brands. LinkedIn users are also more likely to be in the market for a luxury model - 42% spent more than $30,000 on their last car. That ties in with LinkedIn members being twice as likely as the US population in general to have a household income of more than $100,000 per annum.

"With this ripe audience of auto buyers, it's no wonder that automotive brands are flocking to the LinkedIn platform," writes Patricia Cox, Global Head of Category Development, Automotive, on the LinkedIn marketing blog. "From Jaguar to Volkswagen, we have done business with most major auto manufacturers around the globe. And it's not just about luxury makes or fleet business; we see a very diverse auto portfolio connecting with a very valuable member base that they might otherwise not reach."

Image via Shutterstock

Tags: auto manufacturers, automotive industry, brand marketing, LinkedIn, luxury car, social media, social network

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