1. European Business Elite 2012 Research
Key Findings

2. Background
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. Key Findings
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
 Europe's Business Elite are always connected -- 30.5% of LinkedIn’s
visitors connect via a mobile device (smartphone and/or tablet)
Source: BE:Europe 2012

4. Source: BE:Europe 2012
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%
LinkedIn reaches more European Business Elite (42.7%)
monthly across platforms* than most other media outlets
measured
4
*Net unduplicated Reach – Monthly TV, Print, Website,
Smartphone & Tablet Reach

5. 38.6%
29.5%
25.0%
19.8%
13.9%
10.1%
9.1%
7.7%
4.8% 4.5% 4.4% 3.8%
2.8%
LinkedIn reaches more European Business Elite monthly
than any other Website measured
5
LinkedIn has….
172K monthly Business Elite visitors
17.5% daily reach
31.5% weekly reach
38.6% monthly reach
1st
1st
1st
Source: BE:Europe 2012

6. 36.6%
29.7%
21.0%
18.0%
13.7%
10.8%
9.6%
8.1%
5.0% 4.8% 4.7% 4.2%
3.3%
LinkedIn reaches more European C-suite executives than
any other Website measured
6
97,181 C-suite visit LinkedIn monthly
43,852 C-suite visit LinkedIn daily
% Monthly Reach
Source: BE:Europe 2012

7. Europe's Business Elite are “always on”, 30.5% of LinkedIn’s
Business Elite visitors connect via a mobile device
7
13%
8% 8%
4%
2% 2% 1% 1%
14%
10%
8%
5%
3% 2% 2% 2%
3%
2%
2%
2%
2%
1%
1% 1%
30.5%
20.4%
17.6%
7.2%
5.5%
4.0%
+
Tablet Only
Smartphone Only
Tablet & Smartphone
10.7%
4.4%
Source: BE:Europe 2012

8. Methodology behind BE: Europe
Appendix
8

9. Background
The series of surveys now called the Business Elite first appeared in 1973 as the European
Businessmen 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 Latin
America 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. The Business Elite are few in number
10
BE: EUROPE
General population
329m
0.45m
Although the Business Elite only represent
0.13% (444,441) of Europe’s population
they are disproportionally influential
relative to their size
This audience represents senior business
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 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

11. 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.
11