The IPSOS MediaCT BE: Europe 2012 Study surveyed over 444,000 senior business executives across nearly 60,000 companies in 17 European countries. It measured their responsibilities, media consumption, and usage of digital platforms like websites, smartphones, and tablets. LinkedIn reached the most business executives across platforms, at 42.7%, slightly ahead of the BBC. Specifically, LinkedIn reached over 97,000 C-level executives monthly and over 43,000 daily, more than any other site. 30.5% of LinkedIn visitors accessed it via mobile devices. The study identifies eligible companies from business directories then calls them to verify and obtain executive names and job functions to survey.

1. European Business Elite 2012 Research
Key Findings

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.
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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
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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. 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. 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. 30.5%
3%
Tablet Only
20.4%
Smartphone Only
14%
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
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8. Appendix
Methodology behind BE: Europe
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9. 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
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10. Although the Business Elite only represent
0.13% (444,441) of Europe’s population
they are disproportionally influential
relative to their size
BE: 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
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11. 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.
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