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IEEE 2008 Membership Segmentation Study

IEEE 2008 Membership Segmentation Study. Jamie Moesch Director, Member Strategy. IEEE Technical Activities Meeting Atlanta, GA 12 February 2010. Survey Methodology. A total of 2,224 interviews were completed among both student and non-student members. Of which:

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IEEE 2008 Membership Segmentation Study

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  1. IEEE 2008 Membership Segmentation Study Jamie Moesch Director, Member Strategy IEEE Technical Activities Meeting Atlanta, GA 12 February 2010

  2. Survey Methodology A total of 2,224 interviews were completed among both student and non-student members. Of which: 1,319 were among higher grade members 905 were among student members Interviewing occurred between November 10 and December 17, 2008. All interviewing was conducted online using IEEE supplied sample. Given the sample was comprised of current IEEE members, all respondents were qualified for the survey. Interviews averaged 26 minutes in length. All interviewing was conducted in English. 2

  3. Importance of IEEE Membership • Overall, membership in IEEE is very important to its members. • Nearly two thirds say their membership is very important. • Students place even greater importance on their IEEE membership with 65% saying it is very important versus 58% for non-student members. BASE: ALL QUALIFIED RESPONDENTS (Members, N=1,319/Students, N=905) Q815. How important to you is your membership in IEEE? = Statistically higher at the 95% confidence level (between Members and Students).

  4. Satisfaction with IEEE Membership • Satisfaction with their IEEE membership is fair, with about one-quarter of HG members who said they are very satisfied with their IEEE membership and 45% say they are somewhat satisfied. • No significant differences emerge between HG and student members. HG = Statistically higher at the 95% confidence level (between Members and Students). BASE: ALL QUALIFIED RESPONDENTS (Members, N=1,319/Students, N=905) Q830. Overall how satisfied are you with your IEEE membership?

  5. The top reasons why members originally joined IEEE are to remain technically current, to obtain IEEE publications, to access insurance and to enhance their career opportunities. • Students are more likely to mention career development and reduced rates for conferences and activities. Reasons Joined IEEE Originally HG • Over 60% selected 4 or more reasons • 13% selected just 1 reason BASE: ALL QUALIFIED RESPONDENTS (Members, N=1,319/Students, N=905) Q915. Please indicate the major reasons you originally joined IEEE. Please choose all that apply. = Statistically higher at the 95% confidence level (between Members and Students).

  6. IEEE Technical Society Membership and Reasons For Membership Among Members • The top reasons for membership include keeping informed of advancements in the field, obtaining society publications, and obtaining technical information and resources. Which of the following reasons best describes why you belong to your primary IEEE technical society? You may select up to 3 responses. BASE: MEMBERS, N=1,319 Q1005. Do you belong to any of the IEEE technical societies? BASE: MEMBERS WHO ARE CURRENT MEMBER OF IEEE TECHNICAL SOCIETY (Q1005/1), N=935 Q1010. Which of the following reasons best describes why you belong to your primary IEEE technical society?

  7. Importance of Membership in Primary IEEE Technical Society • More than 9 in 10 respondents consider their membership in the IEEE society to be at least marginally, if not very important. HG BASE: CURRENT MEMBER OF IEEE TECHNICAL SOCIETY (Q1005/1) (Members, N=935/Students, N=468) Q1015. How important to you is your membership in your primary IEEE technical society?

  8. Satisfaction with Primary IEEE Technical Society • Satisfaction with primary IEEE technical society skews positive. • 1 in 4 are ‘very satisfied,’ half are ‘somewhat satisfied.’ • Less than 1 in 10 express dissatisfaction. • No significant difference emerge between HG and student members. HG BASE: CURRENT MEMBER OF IEEE TECHNICAL SOCIETY (Q1005/1) (Members, N=935/Students, N=468) Q1020. How satisfied are you with the primary IEEE technical society you belong to?

  9. HG Member Reasons for Satisfaction with IEEE Technical Society • Reasons cited for satisfaction include providing updated and current info, good technical content, and relevant info – all top motivators shared for joining IEEE. Reasons For Satisfaction with IEEE technical society “I keep myself updated on the last trends in the area.” –Member BASE: MEMBERS WHO ARE SOMEWHAT OR VERY SATISFIED (Q1020/4-5), N=684 Q1025. Please tell me the reasons why you are satisfied with your IEEE technical society?

  10. HG Member Reasons for Dissatisfaction with IEEE Technical Society • Lack of relevance, cost, and not enough local activities are points of dissatisfaction. Reasons For Dissatisfaction with IEEE technical society “Technical relevance is sometimes lacking.” –Member BASE: MEMBERS WHO ARE NEITHER, SOMEWHAT OR VERY DISSATISFIED (Q1020/1-3), N=251 Q1030. Please tell me the reasons why you are not satisfied with your IEEE technical society?

  11. HG Member Reasons Do Not Currently Belong to an IEEE Technical Society • Cost is the biggest inhibitor to membership – about 1 in 5 cite it as a reason for not belonging to an IEEE society. • Other mentions include lack of relevance to current field and lack of time. Reasons Do Not Currently Belong to an IEEE technical society “Because it costs a lot! If it was for free or less expensive I would like to be a member of the communications society.” –Member BASE: MEMBERS WHO ARE NOT A CURRENT MEMBER OF IEEE TECHNICAL SOCIETY (Q1005/2), N=384 Q1045. Why are you currently not a member of an IEEE Society?

  12. Satisfaction by Importance - Higher Grade Members Top 3 Box % More critical strengths Less critical strengths % Satisfaction (mean=41) Top improvement opportunity Lower priority improvements 12 % Importance (mean= 39) 2008

  13. Summary of Segments Segment 1 makes up the largest segment with a third of IEEE members. Most likely to renew • Segment 5 (Base 2) • Insurance • 20 Years + of Membership • Segment 1 (Swing 1) • Most graduate students • Most likely to have used IEEE Xplore Digital Library • Highest non-US memberships Likely to renew At Risk • Segment 4 (Base 1) • Most satisfied • Volunteers • 20 Years+ of Membership • Segment 2 (At Risk) • Focused on technical content • Younger non-students • No participation in insurance • Segment 3 (Swing 2) • Most undergraduate students • Least likely to be part of an IEEE tech society • 2 years or less of membership

  14. Summary of Segments Segment descriptions are relative rather than absolute. Bear in mind that the individual statements for each segment are better understood if they are examined relative to one another. Light Green Yellow Red Orange Dark Green 1 2

  15. Demographics of Segments Yellow Red Orange Dark Green Light Green

  16. So what does all of this data mean to TA? Key takeaways • The more we can get members involved with societies, the more engaged and satisfied with IEEE membership our members will be, but they need to feel the society is valuable to them. • How can the value be improved? • While satisfaction is high with the technical content of societies. Improvements that would improve the value in they eyes of society members include: • Improving the relevant content for industry practitioners • Improving opportunities for professional networking • Improving continuing education (especially for Segment 1, GSM’s) • Lower pricing could also be considered

  17. So what does all of this data mean to TA? Key takeaways Page 2 • Segment 1 (“Yellow”/Graduate students) and Segment 2 (“Red”/At Risk) are extremely fertile soil for society membership, but they are value conscious and will want to see return on their investment in the form of good content and networking opportunities. • Undergraduate student membership (“Orange”/Segment 3) has a lot of churn so it might not be fertile soil for long term society member retention • There is a segment of IEEE membership who is primarily here for the insurance discounts. Many of these people join societies. However their other IEEE participation is extremely limited by choice. If it was not for the Insurance discounts, they would likely leave IEEE.

  18. Members in Developing Countries At the conclusion of the 2009 membership year (members/approximate 2009 dues revenue): • Total Higher Grade Paying: 25,546 members / $2.55M • Full Dues Paying: 14,352 members / $1.85M • Special Circumstances: 11,194 members / $0.7M • Top 10 Developing Countries by total paying Higher Grade members • Full List of Countries and Counts in Appendix

  19. Comparison of “Electronic IEEE Membership” vs. Standard IEEE Membership * Special circumstances will still be applied to Society Memberships if the member qualifies

  20. NPSS Recruitment Summary 2009

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