Business Elite: Europe 2013 Results LinkedIn

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Business Elite: Europe 2013 Results LinkedIn

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Business Elite: Europe 2013 Results LinkedIn

  1. 1. Business Elite 2013 - Europe Overview
  2. 2. Background The European Business Elite is an annual research study conducted by IPSOS among senior business leaders in Europe. The objectives of the Business Elite survey are to: 1. Estimate the size and scope of the business elite audience; 2. Measure their media consumption and business decisionmaking influence 3. Support campaign planning targeted at the most senior business executives 2
  3. 3. The Business Elite are senior business leaders (C-Suites, Head of Department, other senior Mgt.& Director/VP) from across Europe who sit in industrial and commercial companies with 250 or more employees and if the company turnover is greater than £40m the threshold is reduced to 150+ employees 3
  4. 4. Executive Summary LinkedIn reaches more Business Elite in Europe than any other site measured LinkedIn reaches more C-Suites in Europe than any news or business site 36% of C-Suites connect to LinkedIn monthly via a mobile device C-Suites rank LinkedIn No.1 as the most important website for their job and access content daily On average LinkedIn’s European Business Elite control annual budgets worth €9.6 million LinkedIn’s Business Elite are high earners and enjoy a luxurious lifestyle 4
  5. 5. LinkedIn reaches more Business Elite in Europe monthly than any other site measured 47% LINKEDIN.COM 44% FACEBOOK.COM 24% BBC.COM 22% TWITTER.COM 13% FT.COM 9% REUTERS.COM 9% CNN.COM LinkedIn Reaches 202K+ of the BE Monthly 166K+ (38%) Weekly 96K+ (22%) Daily 8% ECONOMIST.COM NYTIMES.COM 5% WSJ.COM 5% CNBC.COM 3% FORBES.COM 3% CNNMONEY.COM Source: Business Elite 2013, Europe LinkedIn monthly reach 2% 5
  6. 6. LinkedIn reaches 44% of C-Suites in Europe, which is more than any other news or business site measured 44.0% LINKEDIN.COM 24.0% BBC.COM 13.3% FT.COM 10.1% REUTERS.COM ECONOMIST.COM 7.5% WSJ.COM 5.5% NYTIMES.COM LinkedIn Reaches 113K+ of C-Suites Monthly 92K+ (36%) Weekly 52K+ (21%) Daily 5.4% CNBC.COM 3.6% FORBES.COM 3.0% CNN.COM 1.8% CNNMONEY.COM 1.8% Source: Business Elite 2013, Europe Base: C-Suites LinkedIn monthly reach 6
  7. 7. 36% of C-Suites connect to LinkedIn monthly via a mobile device 92,000 C-suites visit LinkedIn monthly via a mobile device 36% 77,000 (30%) visit weekly 44,000 (17%) visit daily 18% 12% 7% 5% 2% Source: Business Elite 2013, Europe Base: C-Suites Monthly LinkedIn reach via phone or Tablet 7
  8. 8. C-Suites rank LinkedIn No.1 as the most important website for their job and access content daily 52% access news content 36% visit a Social networking via a smartphone or tablet daily site daily 55% access online content via a tablet daily 69% access online content via a smartphone daily C-Suites see LinkedIn as the most important website for their job Source: Business Elite 2013, Europe Base C-Suite 8
  9. 9. LinkedIn’s Business Elite users are high earners and enjoy a luxurious lifestyle 3in5 Manage at least 3 personal investments 40% Own luxury clothing and accessories 26% Own a second house €163K Is the average salary for LinkedIn’s BE in Europe Source: Business Elite 2013, Europe LinkedIn monthly reach 9
  10. 10. On average LinkedIn’s Business Elite users are responsible for €9.6 million worth of business purchases annually Source: Business Elite 2013, Europe LinkedIn monthly reach 10
  11. 11. LinkedIn's Business Elite in Europe are frequent travellers for business & leisure….. 15 is the average number of flights taken for business 38% have travelled first/business class in the past 12 months 2in5 have spent over €3,000 per person on a holiday in the past 12 months 4 11 Personal Business 34 is the average number of nights spent in hotels in the past 12 months 16 Personal Source: Business Elite 2013, Europe LinkedIn monthly reach 18 Business 11
  12. 12. LinkedIn’s Business Elite audience are business influencers and early adopters 93% Pursue a life of challenge, novelty and change 85% Influence people’s decisions & behaviours 75% Enjoy engaging on international news and affairs 69% Really enjoy finding out how technology works 35% People come to me first for advice on global trends Source: Business Elite 2013, Europe LinkedIn monthly reach 12
  13. 13. Appendix 13
  14. 14. Summary of the European Business Elite & C-Suite audiences Average Business Elite LinkedIn’s Business Elite LinkedIn's C-Suite Average Net Worth €869K €741K €921K Average Salary €165K €163K €181K Average value of Business Purchases €9.8m €9.6m €11.5m 62% 69% 75% 47 45 46 Business Traveller Average Age Source: Business Elite 2013, Europe LinkedIn monthly reach 14
  15. 15. The Business Elite are few in number Although the Business Elite only represent 0.13% (435,112) of Europe’s population they are disproportionally influential relative to their size BE: EUROPE 435,112 General population 331m This audience represents senior business leaders in 59,435 companies in 17 European countries. The universe includes industrial and commercial companies with 250 or more employees, other leading European companies in terms of £40 million turnover with 150-249 employees, plus the head office of banks and insurance companies. 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 BE: Europe 17 Countries 15
  16. 16. How surveys are conducted Identify companies from business directories IPSOS MORI use companies such as Dun and Bradstreet to identify companies with 250+ employees and if their turnover is greater than £40m we lower the threshold to 150+ employees Executives via telephone screening IPSOS MORI call the identified company and verify the companies eligibility. They ask for the most senior person’s name plus another job function randomly selected from a list. Paper self-completion questionnaire A paper self-completion questionnaire is then sent to the respondents, with a covering letter giving a URL address so the respondent also has the option to complete online. The equivalent to €5 is also included and we suggest they give this to charity; this is viewed as a trust building exercise. 16
  17. 17. Sponsors 17

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