The document profiles Europe's business elite based on a survey conducted by Ipsos. It finds that LinkedIn has the greatest reach among this group across desktop, mobile and total brand exposure more than any other publisher. The business elite form an affluent, influential audience who are highly involved in business decision making, technology procurement, and actively managing their personal wealth. They travel frequently for both business and leisure and spend significant time and money on hotels, flights, and premium travel arrangements.

1. 1
Ipsos Business Elite: 2014
Profiling Europe’s Business Leaders on LinkedIn

2. 2
“The Business Elite the only survey that
reaches into the corner offices of the Europe’s
largest and most important corporations. We
survey the key decision makers, people whose
purchasing decisions are pivotal to the
fortunes of a whole range of industries
including airlines, hotels, banking, IT and
automotive.”

3. LinkedIn is number 1!
3
56%
47%
26% 25%
15%
Source: Business Elite 2014, Europe
Base: Monthly Website reach
45%
43%
25% 24%
14%
59%
53%
45%
34%
29%
For website reach For mobile reach For total brand reach
Base: Monthly mobile reach
Base: AIR or monthly website reach,
monthly smartphone reach, monthly tablet reach

4. 4
of Europe's Business Elite visit LinkedIn
46%
weekly
1in3of weekly Business
Elite visitors to
LinkedIn,
access via a
Mobile
device
Base: European Business Elite, 2014

5. They’re consuming content on a daily basis….
5
2 in 4 visit a Social networking
site daily
53% access online
content via a tablet daily
64% access online
content via a smartphone daily
50% access news content
via a smartphone or tablet daily
Source: Business Elite 2014, Europe
1in5 consume video content on a
daily basis

6. 6
Who are LinkedIn’s Business Elite?

7. 8%
13%
22%
24%
17%
16%
Below 30
35-39
40-44
45-49
50-54
55+
Age
They’re affluent, high-net worth individuals
4%
6%
16%
34%
€370,000+
€250,00-€369,999
€160,000-€249,000
€81,000-€159,999
4%
5%
11%
23%
€3M +
€1,500,000-€2,999,999
€740,000-€1,499,999
€150,000-€739,999
Personal Salary
Net Worth
Base: European Business Elite, 2014
1in4 earn
€160,000+
1in5 have
€740,000+ in
investable assets

8. Company Size (number of employees)
They’re aspirational and driven working in large companies
21%
6%
17%
9%
18%
17%
7%
5%
10,000+
5000-9,999
1500-4,999
100-1,499
500-999
250-499
150-249
149 or less
4%
4%
4%
6%
8%
9%
10%
10%
14%
Owner / Partner
Chief Executive Officer
Chief operating Officer
Managing Director
Chief Technology Officer
Chief Marketing Officer
Chief Financial Officer
Director/VP
Senior Management
Job Title
Base: European Business Elite, 2014

9. 9
34%
are responsible for more than €1.5million in
business purchases (annually)
They have significant influence over business decision making …
Base: European Business Elite, 2014

10. 10
… particularly around technology procurement
Specify, Recommend or Authorize Purchasing
23%
28%
32%
46%
52%
Components, Materials and Equipment
Financial Services
Company Vehicles and premesis
Telecommunications / Office Equipment
Other Business Services
Base: European Business Elite, 2014

11. They’re actively growing and managing their personal wealth …
55%
have 3+ personal investments
11
Types of investment Products Owned
44%
26% 22%
32%
Shares and stocks in
quoted companies
Investment property Mutual funds/unit trusts
Life insurance investment
products
Base: European Business Elite, 2014

12. 26%35%
They’re powerful consumers - conscious of their professional image ...
Own a watch worth €1,500+ Say its important their
appearance reflects their status
Base: European Business Elite, 2014

13. Use platinum / premium credit
cards
... and have significant buying power
37% Have spent €3,000 per
personal on a holiday
35% Have a fine
wine/champagne
collection
45% Own a car with more than
€40,000
1in4
Base: European Business Elite, 2014

14. 14
When flying for business, premium travel is the norm….
34%
Travel first/business class
Base: European Business Elite, 2014

15. Number of flights for business in the past 12 months
15
They take frequent flights….
28%
31%
24%
1-2 flights
3-5 flights
6+ flights
13%
16%
17%
15%
19%
1-2 flights
3-5 flights
6-10 flights
11-20 flights
20+ flights
Number of flights for leisure in the past 12 months
Base: European Business Elite, 2014

16. Number of hotel nights for business in the past 12 months
16
And spend a significant amount of time in hotels
50%
36%
7%
1-14 nights
15-29 nights
30+ nights
46%
22%
10%
10%
1-14 nights
15-29 nights
30-44 nights
45+
Number of hotel nights for leisure in the past 12 months
Base: European Business Elite, 2014

17. 17
84%Flew within Europe
(Last 12 Months)
Base: European Business Elite, 2014

18. 18
61%Flew outside of Europe
(Last 12 Months)
Base: European Business Elite, 2014

19. 19
59%Flew within their home country
(Last 12 Months)
Base: European Business Elite, 2014

20. 20
• LinkedIn has the greatest Business Elite reach across desktop, mobile and total brand reach than
any other publisher measured
• LinkedIn’s Business Elite form an affluent, high-net worth, and influential audience
• They manage complex financial portfolios and are actively growing their wealth
• They influence business decision making – and are particularly involved in technology procurement
Summary

21. 21
Ipsos Methodology
Mixed Methodology:
• 50% telephone screening from sample lists (Dunn and Bradstreet, Orbis etc.)
• 50% bought lists from various sources and IPSOS partners

22. 22
Appendix

23. 23
56%
47%
26% 25%
15%
11%
9% 8% 7% 7% 7% 6% 5%
LinkedIn Facebook BBC Twitter FT.com CNN Economist Bloomberg NY Times Time WSJ.com Business
week
Forbes
of Europe's Business Elite visit LinkedIn, monthly – more than any other online publisher measured.
Source: Business Elite 2014, Europe
Base: Monthly Website reach

24. 24
45%
43%
25% 24%
14%
10%
8% 7% 7% 6% 5% 5% 5%
LinkedIn Facebook BBC Twitter FT.com CNN Economist NY Times Time Business
week
Bloomberg WSJ.com Forbes
of Europe's Business Elite visit LinkedIn via a mobile device, monthly – more than
any other online publisher measured.
Source: Business Elite 2014, Europe
Base: Monthly Mobile Reach

25. 25
59%
53%
45%
34%
29%
26%
21%
16% 15%
12% 11% 10%
LinkedIn Facebook BBC CNN Twitter FT Economist Bloomberg Time WSJ New York
Times
Forbes
LinkedIn is also number one for total brand reach
Source: Business Elite 2014, Europe
Base: AIR or monthly website reach, monthly smartphone reach, monthly tablet reach