Global Business Elite 2012
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Transcript of Global Business Elite 2012
Global Business Elite 2012Overview
Key Highlights
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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
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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
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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
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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 & Smartphone15%
6%
Source: BE: Global 2012
10%10%12%
LinkedIn’s BE users work mostly in Strategic planning, General management, Finance and Marketing
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
14%
15%
17%
17%
18%
22%
28%
30%
46%
51%
10Source: BE: Global 2012
Background and Methodology
Appendix
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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
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The Business Elite are few in number
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General population836m
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)
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