European Business Elite 2012 Research Key Findings

Background

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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Key Findings

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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

Source: BE:Europe 2012

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%

LinkedIn reaches more European Business Elite (42.7%) monthly across platforms* than most other media outlets measured

4*Net unduplicated Reach – Monthly TV, Print, Website, Smartphone & Tablet Reach

38.6%

29.5%

25.0%

19.8%

13.9%

10.1% 9.1%7.7%

4.8% 4.5% 4.4% 3.8% 2.8%

LinkedIn reaches more European Business Elite monthly than any other Website measured

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LinkedIn has….172K monthly Business Elite visitors

17.5% daily reach 31.5% weekly reach 38.6% monthly reach

1st

1st

1st

Source: BE:Europe 2012

36.6%

29.7%

21.0%

18.0%

13.7%

10.8%9.6%

8.1%

5.0% 4.8% 4.7% 4.2% 3.3%

LinkedIn reaches more European C-suite executives than any other Website measured

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97,181 C-suite visit LinkedIn monthly

43,852 C-suite visit LinkedIn daily

% Monthly ReachSource: BE:Europe 2012

Europe's Business Elite are “always on”, 30.5% of LinkedIn’s Business Elite visitors connect via a mobile device

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13%

8% 8%

4%2% 2% 1% 1%

14%

10%8%

5%

3% 2% 2% 2%

3%

2%

2%

2%

2%1%

1% 1%

30.5%

20.4%

17.6%

7.2%5.5%

4.0%

+

Tablet Only

Smartphone Only

Tablet & Smartphone

10.7%

4.4%

Source: BE:Europe 2012

Methodology behind BE: Europe

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.

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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The Business Elite are few in number

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BE: EUROPE

General population329m

0.45m

Although the Business Elite only represent 0.13% (444,441) of Europe’s population they are disproportionally influential relative to their size 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 50 million dollars turnover with 150-249 employees, plus the head office of banks and insurance companies.

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+ 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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