Elite business executives and C-Suite are both highly influential and engaged on LinkedIn’s platform.
UK Business Elite Research 2012 & C-Suite on LinkedIn
2012 UKBusiness Elite Research
Data Sources… BE:Europe study is based on survey of senior business executives from 59,787 companies in 17 countries across Europe, either with 250+ employees or £40m+ annual turnover LinkedIn’s internal data, taken from over 1.1M C-Suites in the UK The longest established single source marketing and media survey in Britain eMarketer covers digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment.
On average, BE:Europe executives are involved inannual purchase decisions worth £6.2 million. Thisequates to a total business spend in excess of £2.4 trillion across the total universe of executives.
UK Business Elite engage with content across multiple mediachannels… 99% Almost 100% of the UK’s top Business Executives access BBC monthly. 71% 55% 50% LinkedIn & Twitter are 43% 41% the only 2 platforms in this set available via web 29% or smartphone only. 26% 24% 20%Channels Measured:*Net unduplicated Reach – Monthly TV, Print, Website, Smartphone Source: BE:Europe 2012& Tablet Reach Base: GB Data Only
Global Executives are engaged with media at all times of day…Media Consumption of Senior Executives Worldwide, By Time of Day, Oct 2011 Senior Executives…80% Are 72% more likely to watch TV than use a computer after work.60% Radio Are consuming media40% National most via computers with Newspaper an average consumption Computer of 35% Mobile/tablet20% TV Are most likely to use Industry trade mobiles or tablets journals during the work day. 0%Channels Measured: Source Emarketer, Oct 2011
Digital, and more recently, social is now a significant part of theirschedules… 76% 50% 31% 27% 27% 27% 25% 18% 11% 9%Channels Measured:*Reach –Website only Source: BE:Europe 2012 Base: GB Data Only
New technologies are changing the way UK Business Elite access news &media content… 76% Tablet Only Smartphone Only 50% + Tablet & Smartphone 31% 27% 27% 27% 25% 18% 11% 9%Channels Measured:*Reach –Website only Source: BE:Europe 2012 Base: GB Data Only
Smartphones are becoming a key medium in how UK Business Elitestay connected…21% of UK BE visit a 53% of UK BE access 25% of UK BE access 25% of UK BE accesssocial media website daily online content via content via a tablet news via an app on either smartphone daily computer daily a smartphone or tablet daily Source: BE:Europe 2012 Base: GB Data Only
Reach of C-Suites from the UK Business Elite, by publisher… LinkedIn’s reach of C-Suites is 60% greater than its closest commercial competitorChannels Measured:*Reach –Website only Source: BE:Europe 2012 Base: GB Data Only
Who are LinkedIn’s C-Suites? 85% Male £718K Average Personal Net Worth Average Age 46% Involved in Purchasing Decisions worth £1.5M+ Average Gross 35% work in Salary companies with 1000+ Employees £145K Source: BE:Europe 2012
How do C-Suites engage with LinkedIn? Connect & Research People & Communicate Companies Network with other Learn about what professionals other colleagues are doing Professional Insights On the Move Stay up to date on More likely than average industry discussions active member to access LinkedIn on their mobile Targeting : Directors and Above Source: LinkedIn Internal data Geo: UK Contact LinkedIn Marketing Solutions to learn more
LinkedIn’s C-Suite audience are business influencers and earlyadopters on- and off- platform… 72% Enjoy engaging with 69% Really enjoy finding out how 94% Influence people’s decisions & international news and affairs technology works behaviours More likely to follow a More likely to be More likely to be a company other than members of LinkedIn member of our their own groups influencer custom segment Source: 1st row- BE:Europe 2012, Base: GB data only 2nd column- LinkedIn Internal data, Contact Marketing Solutions to learn more
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
The business elite are few in number.... Although the Business Elite only represent 0.13% (444,441) of Europe’s population they are BE: EUROPE disproportionally influential relative to their size 0.45m 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 turnover with 150-249 employees, plus the head office of banks and insurance General population 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
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+ employeesExecutives via telephone screeningIPSOS MORI call the identified company and verify the companies eligibility. They ask for the most seniorperson’s name plus another job function randomly selected from a list.Paper self-completion questionnaireA paper self-completion questionnaire is then sent to the respondents, with a covering letter giving a URLaddress so the respondent also has the option to complete online. The equivalent to €5 is also included and wesuggest they give this to charity; this is viewed as a trust building exercise.