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LinkedIn: Home to the Global Business Elite


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The latest round of the Global Business Elite survey shows over a third of the world’s most influential and affluent people using LinkedIn at least once a month.

The research shows the same level of penetration for LinkedIn amongst the highest-level C-Suite executives, 118,000 of whom use the network daily. And the platform also reaches 58% of international business travellers.

Top business users are amongst LinkedIn’s most engaged and digitally savvy members, with 83% accessing content via a smartphone. And with high personal net worth and big business-purchase budgets, they represent the most valuable consumers on the planet.

Published in: Business
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LinkedIn: Home to the Global Business Elite

  1. 1. Global Business Elite 2012
  2. 2. Key Highlights LinkedIn reaches more Business Elite (459K+) and C-Suite (274K+) monthly than any other international news and business website measured. LinkedIn attracts the highest number of BE purchase decision makers (412K+) with high net worth and big purchasing budgets. LinkedIn Business Elite are a digitally savvy lot: downloading apps on their phones, accessing content via smartphones and visiting social media sites regularly. LinkedIn is seen as an important business destination for senior executives globally as visitors most often come from strategic planning, management, finance and marketing functions. 2
  3. 3. LinkedIn reaches more Business Elite monthly than any other site measured36% 459K+ BE visit LinkedIn monthly 202K+ BE visit LinkedIn daily 28% 28% 19% 17% 16% 14% 12% 10% 9% 8% 8% 8% 6% Source: BE: Global 2012 3
  4. 4. LinkedIn reaches more C-suite monthly than any other site measured36% 274K+ C-suite visit LinkedIn monthly 118K+ C-suite visit LinkedIn daily 28% 27% 21% 19% 15% 13% 12% 11% 9% 9% 8% 7% 6% Source: BE: Global 2012 4
  5. 5. LinkedIn attracts the highest number ofBusiness Elite Purchase Decision Makers 39% = 412K+ decision makers >1.3x monthly 29% 29% 21% 18% 17% 14% 12% 10% 9% Source: BE: Global 2012 5
  6. 6. LinkedIn’s Business Elite are High Net Worthindividuals with big purchasing budgets Europe US AsiaAverage Net Worth €719K $2.4m $1.2mAverage Salary €160K $453K $198KPurchase Decision Maker 88% 94% 74%Average Business Purchase €9.2m $20m $4.3mBusiness Traveler 83% 90% 81%C-Suite 57% 65% 44%Average Age 44 yrs. 51 yrs. 46 yrs. Source: BE: Global 2012 6
  7. 7. LinkedIn’s Business Elite are influencers andchallenge seekers 79% Influence people’s opinions, actions and decisions 76% enjoy engaging on international news, issues, business practices or culture 75% find it important that companies are viewed as innovators 70% pursue challenge, novelty and change Note: Global data here includes US and Europe audience only. Source: BE: Global 2012 7
  8. 8. LinkedIn’s Business Elite are digitally-savvy Download new app for 61% LinkedInsmartphone/ tablet monthly 48% BE Global Access news via app on 69%smartphone/ tablet monthly 57% Access content via 83% smartphone monthly 70% Access content via tablet monthly 54% 44% Visit a social media 64% website monthly 44% Source: BE: Global 2012 8
  9. 9. LinkedIn’s Business Elite work mostly in StrategicPlanning, GM, Finance and Marketing Corporate/Strategic Planning 51% General Management 46% Finance (Treasury/Fin Svc/ Foreign Ex./ Cap Mkt/Funds etc) 30% LinkedIn Marketing/Advertising/ Communications 28% IT/Telecom 22% Domestic/ International Sales 18% HR/Training 17% E-Commerce/Internet Strategy 17% Purchasing/Leasing 15% Premises/Property/Production/ Factory/Quality mgmt 14% Source: BE: Global 2012 9
  10. 10. AppendixBusiness Elite: Background and Methodology 10
  11. 11. Who are the Business Elite? Although Business Elite only represents 0.16% of the World’s population, they are disproportionately influential relative to theirBE:Global size. 1.36m database The Business Elite includes job titles like: Owner, Partner, President, Chairman, VP, SV P, EVP, C-suite, MD, Departmental Director/ Manager, GM and other executives. General population The C-Suite job titles includes: 836m CEO, CMO, CIO, CPO, CTO et al. Source: BE: Global 2012 11
  12. 12. BackgroundThe series of surveys now called the Business Elite first appeared in 1973 as theEuropean Businessmen Readership Survey (EBRS).The Asia study was launched in 1985, followed by surveys in Japan (1998), CentralEurope (2000), Australia (2005) and the United States (2006). Similar studies are run inLatin America and the Middle East.Objectives of the BE set of surveys are:1. To estimate the size and scope of the business elite audience;2. To measure their media consumption and business decision-making influence;3. To support campaign planning targeted at the most senior business executives 12
  13. 13. MethodologyThe BE:Global is a harmonised database containing variables common to at least two ofthe three regional surveyed. It contains data from BE: Asia 2012, BE: Europe 2012 andBE:USA 2012. 2012 Global Sample = 16,506How are the surveys conducted: 1. Companies identified from business directories 2. Executives screened via telephone 3. Questionnaire sent via mail for self-completionInternational news and Business sites measured across at least 2 of the 3, (incorp. ,,,,,, (Financial Times),, (The New York Times/InternationalHerald Tribune), (The Wall Street Journal) ,, twitter.comand, (incorp. measured but not shown in this presentation: (,, ),,, 13