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Reaching the American Business Elite

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In October 2013, IPSOS released the 2013 US Business Elite survey results, revealing insights on the region's most influential decision makers. …

In October 2013, IPSOS released the 2013 US Business Elite survey results, revealing insights on the region's most influential decision makers.

According to this study:
o LinkedIn reaches almost half of Business Elite in the US monthly – more than any other social, international news or business sites measured.
o LinkedIn attracts the highest percentage (49%) of Purchase Decision Makers - those holding an average annual budget of $22m.
o Frequent travel, luxurious lifestyle, and a high-influence-high-standard outlook defines the business elite audience using LinkedIn.

Read the full report for more details on the U.S. Business Elite. See more stats on LinkedIn's C-Suite in this latest infographic: http://www.slideshare.net/LImarketingsolutions/the-american-business-elite-infographic

Published in: Business, News & Politics

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  • 1. 2013 Trends: Reaching the American Business Elite
  • 2. The American Business Elite represents senior business leaders (C-Suites, Head of Department, other senior Mgt.& Director/VP) from 70,388 American companies.
  • 3. Summary Business Elite –  LinkedIn reaches almost half of Business Elite in the US monthly – more than any other social, international news or business sites measured  LinkedIn attracts the highest percentage (49%) of Purchase Decision Makers - those holding an average annual budget of $22m.  Frequent travel, luxurious lifestyle, and a high-influence-high-standard outlook defines the business elite audience using LinkedIn. C-Suite  LinkedIn reaches more C-Suite in the US monthly than any other social, international news or business sites measured  More than a third of LinkedIn’s C-Suite access it via a mobile device.  These are avid content seekers consuming content daily, on the go. 3
  • 4. LinkedIn reaches almost half of Business Elite in the US monthly, far more than any other site measured 47% LinkedIn Reaches 267K+ Business Elite Monthly 227K+ (40%) Weekly 41% 33% 29% 24% 23% 20% 19% 13% 12% 7% 4 Source: Business Elite 2013, US. Relevant brands displayed
  • 5. LinkedIn attracts the highest number of Business Elite Purchase Decision Makers 49% 43% LinkedIn Reaches 249K+ purchase decision makers monthly 35% 30% 26% 25% 20% 20% 13% 13% 7% 5 Source: Business Elite 2013, US. Base: US BE purchase decision makers. Relevant brands displayed
  • 6. On average LinkedIn’s Business Elite users in the US are responsible for $22 million worth of business purchases annually 10 Source: Business Elite 2013, US
  • 7. LinkedIn's Business Elite in the US travel frequently for business & leisure… 43% 15 is the average number of flights taken in the past 12 months have travelled first/business class in the past 12 months 4 Personal 46% have spent over $3,000 per person on a vacation in the last 12 months 11 Business 39 is the average number of nights spent in hotels in the past 12 months 14 Personal 25 Business 7 Source: Business Elite 2013, US
  • 8. LinkedIn’s Business Elite audience are business influencers and strive for excellence 88% Influence people’s decisions & behaviours 83% Feel it is important that companies are viewed as innovators in their field 82% Have volunteered themselves for a good cause 75% Really enjoy finding out how technology works 71% Pursue a life of challenge, novelty and change 8 Source: Business Elite 2013, US
  • 9. LinkedIn’s Business Elite users are high earners and enjoy a luxurious lifestyle $414K Is the average salary for LinkedIn’s BE in the US 85% Manage 3 or more investments 47% Own luxury clothing/ accessories 1in 4 Own a vacation home 9 Source: Business Elite 2013, US
  • 10. LinkedIn reaches more C-Suites in the US monthly than any other news or business site measured 45% LinkedIn Reaches 168K+ C-Suites Monthly 143K+ (38%) Weekly 38% 34% 34% 24% 23% 20% 19% 13% 7% 10 Source: Business Elite 2013, US. Base: US C-Suites. Relevant brands displayed
  • 11. More than 1 in every 3 C-Suite connects to LinkedIn via a mobile device LinkedIn Mobile Reach 147K+ C-suites connect monthly 122K+ (33%) connect weekly 39.4% 39.3% 35.9% 25.8% 14.4% 11 Source: Business Elite 2013, US. Base: US C-Suites. Relevant brands displayed
  • 12. LinkedIn C-Suites are avid content seekers 77% access online content via a smartphone daily 55% access online content via a tablet daily 50% access news content via an app on a smartphone/ tablet daily 12 Source: Business Elite 2013, US
  • 13. Appendix 13
  • 14. Summary of the LinkedIn’s Business Elite & C-Suite audiences in the US LinkedIn’s Business Elite LinkedIn's C-Suite Average Net Worth $2.2m $2.8m Average Salary $414K $534K Purchase Decision Makers 93% 95% Average value of Business Purchases $22m $25m Business Traveler (Air) 88% 92% 51 52 Average Age 14 Source: Business Elite 2013, US. Base US C-Suite and Business elite using LinkedIn at least monthly
  • 15. The Business Elite are few in number Although the Business Elite only represent 0.4% (574,635) of US population they are disproportionally influential relative to their size. BE: USA 574,635 General population 133m This audience represents senior business leaders (C-Suites, Head of Department, other senior Mgt.& Director/VP) in 70,388 American companies. The universe includes industrial and commercial companies with 250 or more employees, other leading American companies with 150-249 employees with turnover in excess of $40 million, plus the head offices of banks with assets of $500 million or more and insurance companies with 150 or more employees. As well as being a key audience for B2B marketing, they also represent the key to profitability for sectors such as finance, luxury goods and cars, airlines and hotels. 15
  • 16. Background The US Business Elite is an annual research study conducted by IPSOS among senior business leaders in the US. Objectives of the Business Elite survey:  Estimate the size and scope of the business elite audience  Measure their media consumption and business decision-making influence  Support campaign planning targeted at the most senior business executives Methodology:  Companies are identified from business directories (e.g., Dun and Bradstreet)  Executives undergo a telephone screening  Executives fill out a questionnaire (Self-completion ) sent via mail International news and Business sites measured in the survey: Barrons.com, bbc.com, bloomberg.com , BBCAmerica.com, businessweek.com , CFO.com, Chiefexecutive.net, cnbc.com, cnn.com, cnnmoney.com, TheDailyBeast.com, eco nomist.com, finance.yahoo.com, forbes.com, foxbusiness.com, foxnews.com, ft.com , GoogleNews.com, hbr.org, InstitutionalInvestor.com, Investors.com, Lonelyplanet.com, Mark etwastch.com, Money.AOL.com, MSNBC.com, NationalGeographic.com, NewYorker.com, nyti mes.com, reuters.com, TheStreet.com , Time.com, USAToday.com, USNews.com, TheWeek.com, Wired.com, WSJ.com, Yahoo!New 16