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BizReport : Social Marketing : May 23, 2014

LinkedIn reveals buying power of 'Prosumers'

Research from LinkedIn, released this week, reveals that its members are an attractive audience for marketers with more buying power and influence than other social network users.

by Helen Leggatt

The buying power of professionals using LinkedIn is markedly higher than those on other social networks, says LinkedIn. Patti Cox has dubbed LinkedIn's 300 million members as "Prosumers".

LinkedIn's research found that Prosumers spend $2,000 - $3,000 per year on vacations, $839 per year on clothing, are 152% more likely to be a frequent flyer and 41% more likely to have spent $30,000 or more on their last vehicle purchase.

Not only are they brand conscious, but they are willing to pay more to purchase from a brand they trust and are 152% more likely to be active in online conversations.

linkedin buying power.png

According to LinkedIn's Patti Cox, the way for marketers to build trust with Prosumers is via content. In 2013, nearly three-quarters (71%) of B2C marketers distributed content via LinkedIn and, according to HubSpot, over half (51%) of brands on the professional social network acquired a B2C customer via their presence on the network.

Alexander Supertramp /

Image via Shutterstock

Tags: brand marketing, content, LinkedIn, research, social marketing, social network

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