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Global Business Elite 2012
Overview
Key Highlights
2
 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.
 Nearly a third of LinkedIn’s BE visitors connect via a mobile device –
highest among the sites measured.
 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.
36%
28%
19%
17% 16%
14%
12%
10%
9% 8% 8%
6% 6%
LinkedIn reaches more Business Elite monthly
than any other site measured
3Source: BE: Global 2012
459K+ BE visit LinkedIn monthly
202K+ BE visit LinkedIn daily
36%
27%
21%
19%
15%
13% 12% 11%
9% 9% 8%
6% 6%
LinkedIn reaches more C-suite monthly than
any other site measured
4Source: BE: Global 2012
274K+ C-suite visit LinkedIn monthly
118K+ C-suite visit LinkedIn daily
>1.3x
LinkedIn attracts the highest number of BE
Purchase Decision Makers
5Source: BE: Global 2012
9%
10%
12%
14%
17%
18%
21%
29%
29%
39%= 412K+
decision makers
monthly
LinkedIn’s BE users are High Net Worth
individuals with big Purchasing Budgets
6
Average Age
Average Salary
Average Net Worth
C-Suite
Average Business
Purchase
Source: BE: Global 2012
Purchase Decision
Maker
44 yrs.
Europe US Asia
51yrs. 46 yrs.
€160K $453K $198K
€719K $2.4m $1.2m
57% 65% 44%
88% 94% 74%
€8.2m $20m $4.3m
LinkedIn’s BE users are influencers and
challenge seekers
7
79% Influence people’s opinions,
actions and decisions
75% find it important that companies
are viewed as innovators
81% enjoy engaging on international
culture & business practices or news &
affairs
70% pursue challenge, novelty and
change
Note: Global data here includes US and Europe audience only. Source: BE: Global 2012
LinkedIn’s Business Elite are digitally-savvy
Source: BE: Global 2012
Download new app for
smartphone/ tablet monthly
Access news via app on
smartphone/ tablet monthly
Access content via
smartphone monthly
Access content via tablet
monthly
Visit a social media
website monthly 44%
44%
70%
57%
48%
64%
54%
83%
69%
61%
Nearly a third of LinkedIn’s Business Elite
access it via a mobile device
9
13%
7% 7% 7%
5% 3% 3% 3% 3% 2% 2%
13%
9%
6% 7%
6%
5% 5%
4% 4%
3% 3%
3%
3%
3%
2%
2%
2% 1%
2% 1%
2%
1%
29%
19%
17%
8% 8%
5%
+
Tablet Only
Smartphone Only
Tablet & Smartphone
15%
6%
Source: BE: Global 2012
10%10%
12%
LinkedIn’s BE users work mostly in Strategic
planning, General management, Finance and
Marketing
14%
15%
17%
17%
18%
22%
28%
30%
46%
51%
Premises/Property/Production/
Factory/Quality mgmt
Purchasing/Leasing
E-Commerce/Internet Strategy
HR/Training
Domestic/ International Sales
IT/Telecom
Marketing/Advertising/ Communications
Finance (Treasury/Fin Svc/ Foreign Ex./ Cap
Mkt/Funds etc)
General Management
Corporate/Strategic Planning
10Source: BE: Global 2012
Background and Methodology
Appendix
11
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.
Objectives of the BE set of surveys:
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
The Business Elite are few in number
13
General population
836m
BE:Global
database
1.36m
Although Business Elite only represents
0.16% of the World’s population, they are
disproportionately influential relative to their
size.
The audience represents senior Business
Leaders across 3 regions (Asia, Europe and
US).
The Business Elite includes job titles like:
Owner, Partner, President, Chairman, VP,
SVP, EVP, C-suite, MD, Departmental
Director/ Manager, GM and other executives.
The C-Suite job titles includes: CEO, CMO,
CIO, CPO, CTO etc.
Methodology
The BE: Global is a harmonised database containing variables common to at least two of
the four regional surveys. It contains data from BE : Asia 2012, BE : Europe 2012,
BE:USA 2012 and BE : Japan 2012.
Sample: 7,169 (Asia) + 7,279 (Europe) + 2,059 (USA) + 611 (Japan) = 17,118
How are the surveys conducted:
1. Identify companies from business directories
2. Executives via telephone screening
3. Self-completion questionnaire via mail
International news and Business sites measured:
bbc.com, bloomberg.com (incorp. bloombergmarkets.com) , businessweek.com ,
cnbc.com, cnn.com, cnnmoney.com (incorp fortune.com), economist.com,
euronews.net, forbes.com, ft.com (Financial Times), hbr.org, nationalgeographic.com,
news.google.com, news.yahoo.com, nytimes.com (The New York Times/International
Herald Tribune), reuters.com time.com, wsj.com (The Wall Street Journal) ,
linkedin.com, twitter.com and, dailybeast.com (incorp. newsweek.com)
14

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Global Business Elite 2012

  • 1. Global Business Elite 2012 Overview
  • 2. Key Highlights 2  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.  Nearly a third of LinkedIn’s BE visitors connect via a mobile device – highest among the sites measured.  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.
  • 3. 36% 28% 19% 17% 16% 14% 12% 10% 9% 8% 8% 6% 6% LinkedIn reaches more Business Elite monthly than any other site measured 3Source: BE: Global 2012 459K+ BE visit LinkedIn monthly 202K+ BE visit LinkedIn daily
  • 4. 36% 27% 21% 19% 15% 13% 12% 11% 9% 9% 8% 6% 6% LinkedIn reaches more C-suite monthly than any other site measured 4Source: BE: Global 2012 274K+ C-suite visit LinkedIn monthly 118K+ C-suite visit LinkedIn daily
  • 5. >1.3x LinkedIn attracts the highest number of BE Purchase Decision Makers 5Source: BE: Global 2012 9% 10% 12% 14% 17% 18% 21% 29% 29% 39%= 412K+ decision makers monthly
  • 6. LinkedIn’s BE users are High Net Worth individuals with big Purchasing Budgets 6 Average Age Average Salary Average Net Worth C-Suite Average Business Purchase Source: BE: Global 2012 Purchase Decision Maker 44 yrs. Europe US Asia 51yrs. 46 yrs. €160K $453K $198K €719K $2.4m $1.2m 57% 65% 44% 88% 94% 74% €8.2m $20m $4.3m
  • 7. LinkedIn’s BE users are influencers and challenge seekers 7 79% Influence people’s opinions, actions and decisions 75% find it important that companies are viewed as innovators 81% enjoy engaging on international culture & business practices or news & affairs 70% pursue challenge, novelty and change Note: Global data here includes US and Europe audience only. Source: BE: Global 2012
  • 8. LinkedIn’s Business Elite are digitally-savvy Source: BE: Global 2012 Download new app for smartphone/ tablet monthly Access news via app on smartphone/ tablet monthly Access content via smartphone monthly Access content via tablet monthly Visit a social media website monthly 44% 44% 70% 57% 48% 64% 54% 83% 69% 61%
  • 9. Nearly a third of LinkedIn’s Business Elite access it via a mobile device 9 13% 7% 7% 7% 5% 3% 3% 3% 3% 2% 2% 13% 9% 6% 7% 6% 5% 5% 4% 4% 3% 3% 3% 3% 3% 2% 2% 2% 1% 2% 1% 2% 1% 29% 19% 17% 8% 8% 5% + Tablet Only Smartphone Only Tablet & Smartphone 15% 6% Source: BE: Global 2012 10%10% 12%
  • 10. LinkedIn’s BE users work mostly in Strategic planning, General management, Finance and Marketing 14% 15% 17% 17% 18% 22% 28% 30% 46% 51% Premises/Property/Production/ Factory/Quality mgmt Purchasing/Leasing E-Commerce/Internet Strategy HR/Training Domestic/ International Sales IT/Telecom Marketing/Advertising/ Communications Finance (Treasury/Fin Svc/ Foreign Ex./ Cap Mkt/Funds etc) General Management Corporate/Strategic Planning 10Source: BE: Global 2012
  • 12. 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. Objectives of the BE set of surveys: 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. The Business Elite are few in number 13 General population 836m BE:Global database 1.36m Although Business Elite only represents 0.16% of the World’s population, they are disproportionately influential relative to their size. The audience represents senior Business Leaders across 3 regions (Asia, Europe and US). The Business Elite includes job titles like: Owner, Partner, President, Chairman, VP, SVP, EVP, C-suite, MD, Departmental Director/ Manager, GM and other executives. The C-Suite job titles includes: CEO, CMO, CIO, CPO, CTO etc.
  • 14. Methodology The BE: Global is a harmonised database containing variables common to at least two of the four regional surveys. It contains data from BE : Asia 2012, BE : Europe 2012, BE:USA 2012 and BE : Japan 2012. Sample: 7,169 (Asia) + 7,279 (Europe) + 2,059 (USA) + 611 (Japan) = 17,118 How are the surveys conducted: 1. Identify companies from business directories 2. Executives via telephone screening 3. Self-completion questionnaire via mail International news and Business sites measured: bbc.com, bloomberg.com (incorp. bloombergmarkets.com) , businessweek.com , cnbc.com, cnn.com, cnnmoney.com (incorp fortune.com), economist.com, euronews.net, forbes.com, ft.com (Financial Times), hbr.org, nationalgeographic.com, news.google.com, news.yahoo.com, nytimes.com (The New York Times/International Herald Tribune), reuters.com time.com, wsj.com (The Wall Street Journal) , linkedin.com, twitter.com and, dailybeast.com (incorp. newsweek.com) 14