European Business Elite 2012 ResearchKey Findings
IPSOS MediaCT’s BE: Europe 2012 Study The annual survey of 444,441 senior business executives across 59,787  companies in...
 LinkedIn reaches 42.7% of European Business Elite across  website, tablet and mobile platforms, ranking 2nd slightly beh...
43.2% 42.7%               34.4%                       31.5% 30.9%                                        24.1% 23.3%      ...
38.6%        29.5%                                      LinkedIn has….                                                   1...
36.6%                                                 97,181 C-suite visit LinkedIn monthly        29.7%                  ...
30.5% 3%                                                        Tablet Only        20.4%                                  ...
AppendixMethodology behind BE: Europe                                8
The series of surveys now called the Business Elite first appeared in 1973 as the EuropeanBusinessmen Readership Survey (E...
Although the Business Elite only represent                              0.13% (444,441) of Europe’s population            ...
Identify companies from business directoriesIPSOS MORI use companies such as Dun and Bradstreet to identify companies with...
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C Suite Media Consumption Habits: Business Elite 2012 results

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Insight into Media Consumption habits of European C Suite Executives.

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C Suite Media Consumption Habits: Business Elite 2012 results

  1. 1. European Business Elite 2012 ResearchKey Findings
  2. 2. IPSOS MediaCT’s BE: Europe 2012 Study The annual survey of 444,441 senior business executives across 59,787 companies in 17 countries in Europe measures business responsibilities and media consumption of the most influential business decision-makers. The survey provides data on readership, television viewing, website usage, and reach of digital brands accessed via mobile platforms such as smartphones and tablets. The sample includes industrial and commercial companies with 250 or more employees, other leading European companies in terms of turnover with 150- 249 employees, plus head offices of bands and insurance companies. 2
  3. 3.  LinkedIn reaches 42.7% of European Business Elite across website, tablet and mobile platforms, ranking 2nd slightly behind only BBC for combined cross-platform audience reach (TV, print, Website, tablet, mobile) LinkedIn.com reaches more Business Elite than any other Website measured on a daily (17.5%), weekly (31.5%) and monthly (38.6%) basis LinkedIn reaches 97,181 C-suite monthly and 43,852 daily – more than any other site measured Europes Business Elite are always connected -- 30.5% of LinkedIn’s visitors connect via a mobile device (smartphone and/or tablet) Source: BE:Europe 2012 3
  4. 4. 43.2% 42.7% 34.4% 31.5% 30.9% 24.1% 23.3% 22.7% 17.7% 16.1% 13.0% 11.9% 11.0% 10.2% 10.0% 7.9% *Net unduplicated Reach – Monthly Source: BE:Europe 2012 TV, Print, Website, Smartphone & Tablet Reach 4
  5. 5. 38.6% 29.5% LinkedIn has…. 172K monthly Business Elite visitors 25.0% 1st 17.5% daily reach 19.8% 1st 31.5% weekly reach 1st 38.6% monthly reach 13.9% 10.1% 9.1% 7.7% 4.8% 4.5% 4.4% 3.8% 2.8% Source: BE:Europe 20125
  6. 6. 36.6% 97,181 C-suite visit LinkedIn monthly 29.7% 43,852 C-suite visit LinkedIn daily 21.0% 18.0% 13.7% 10.8% 9.6% 8.1% 5.0% 4.8% 4.7% 4.2% 3.3% % Monthly Reach Source: BE:Europe 20126
  7. 7. 30.5% 3% Tablet Only 20.4% Smartphone Only14% 2% 17.6% 2% + Tablet & Smartphone 10% 10.7% 8% 2% 7.2%13% 5.5% 5% 2% 4.4% 4.0% 1% 8% 8% 3% 1% 2% 1% 2% 2% 4% 2% 2% 1% 1% Source: BE:Europe 2012 7
  8. 8. AppendixMethodology behind BE: Europe 8
  9. 9. The series of surveys now called the Business Elite first appeared in 1973 as the EuropeanBusinessmen Readership Survey (EBRS).The Asia study was launched in 1985, followed by surveys in Japan (1998), Central Europe(2000), Australia (2005) and the United States (2006). Similar studies are run in LatinAmerica and the Middle East.BE:Europe is now run on an annual basis and the objectives of the survey are to: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 9
  10. 10. Although the Business Elite only represent 0.13% (444,441) of Europe’s population they are disproportionally influential relative to their sizeBE: EUROPE This audience represents senior business 0.45m leaders in 59, 787 companies in 17 European countries. The universe includes industrial and commercial companies with 250 or more employees, other leading European companies in terms of 50 million dollars turnover with 150-249 employees, plus the head office of banks General population and insurance companies. 329m 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 10
  11. 11. Identify companies from business directoriesIPSOS MORI use companies such as Dun and Bradstreet to identify companies with250+ employees and if their turnover is greater than £40m we lower the threshold to150+ employeesExecutives via telephone screeningIPSOS MORI call the identified company and verify the companies eligibility.They ask for the most senior person’s name plus another job function randomlyselected from a list.Paper self-completion questionnaireA paper self-completion questionnaire is then sent to the respondents, with a coveringletter 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 isviewed as a trust building exercise. 11

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