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Year: 2008
Type of Promotional Material/Activity Tested:
Media habits and technology usage of senior business executives in the U.S.
Sample Population:
2,251 respondents, representative of some 630,000 senior executives in over 70,000 U.S. businesses covering a number of different industries, including information technology, telecommunications, financial services, and insurance. The average BE:USA senior decision-maker is overwhelmingly male (87%), possesses at least one degree (74%), has an average personal (not household) income of over $400,000 and a net worth – excluding real state holdings – exceeding $1.7 million. The BE:USA sample universe represents 1.7 trillion dollars of business purchasing decisions.
Methodology:
Self-completed written survey. Ipsos employed a multi-step process to ensure the integrity and relevance of BE:USA data. Using a sample from Dun & Bradstreet, they qualified this sample further by telephoning companies to confirm suitability and identify the most senior executives to be surveyed.
Metrics:
This survey measures the media consumption, business decision-making responsibilities, and personal profile of America's most influential business executives.
Top Line Results:
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89% of senior executives surveyed said they keep up with the news; 63% said advertising plays a role in influencing their business purchases; 62% said keeping up with technology is important to them.
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Senior executives are heavy consumers of all media and are tech savvy:
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88% said they read the latest issue of any print media named (e.g. WSJ, Newsweek)
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63% used email/IM to read news/sports on a mobile device in the past month
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59% watched cable TV the day before
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51% streamed or watched broadband video on a computer in the past month
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41% listened to satellite radio in the past month
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18% have downloaded a video podcast
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6% contributed to a blog or posted to their own blog
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When asked which media vehicle is their main source of information for business news, the top response was the Internet (34%), followed by cable TV (24%), national newspapers (21%), business magazines (18%), local newspapers (14%), and network TV (11%).
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For industry news, the top media vehicle was the Internet (38%), followed by business magazines (30%), national newspapers (10%), cable TV (9%), local newspapers (7%), and network TV (5%).
- 54% of business decision-makers said they have purchased a product after seeing an ad online. Advertising on other media that have prompted purchases: TV (42%), magazines (34%), local newspapers (26%), and national newspapers (12%).
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Half of all respondents say they have visited a company's website after seeing an ad online, followed by TV (43%), magazines (38%), local newspapers (23%), and national newspapers (21%).
Take Away:
Despite the rise of Internet use, top US business leaders also continue to rely on newspapers and magazines for obtaining their news and other information. Senior executives are savvy at using a mix of traditional and new media to get the information they need.
Complexity rating: 1
(complex statistical analysis scale: 1=none, 2=moderate, 3=difficult)
Link to Executive Summary of BE:USA 2008/2009: The Media Survey of the United States’ Business Elite (free registration required).
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