2012 UK Business Elite Research

23rd October 2012 Chris ElderNadia James

Data Sources…

BE Europe reaches senior business executives from 59,787 companies in 17 countries across Europe, either with 250+ employees or £40m+ annual turnover

The longest established single source marketing and media survey in Britain

LinkedIn’s internal data, taken from over 1.1M C-Suites in the UK

eMarketer covers digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment.

On average, BE Europe executives are involved in annual purchase decisions worth £6.2 million. This equates to a total business spend in excess of £2.4

trillion across the total universe of executives.

Source: BE:Europe 2012Base: GB Data Only

Channels Measured:

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

UK Business Elite engage with content across multiple media channels…

99%

71%

55%50%

43% 41%

29%26% 24%

20%

Almost 100% of the UK’s top Business Executives access BBC monthly.

LinkedIn & Twitter are the only 2 platforms in this set available via web or smartphone only.

Global Executives are engaged with media at all times of day…

Source Emarketer, Oct 2011

Before Work

During Work Day

Lunch/breaks

During Commute

After Work Weekends0%

20%

40%

60%

80%

Media Consumption of Senior Executives Worldwide, By Time of Day, Oct 2011

Radio

National Newspaper

Computer

Mobile/tablet

TV

Industry trade journals

Senior Executives…

Are 72% more likely

to watch TV than use a computer after

work.

Are consuming media most via computers with

an average consumption of 35%

Are most likely to use mobiles or tablets

during the work day.

Channels Measured:

76%

50%

31%27% 27% 27% 25%

18%

11%9%

Digital, and more recently, social is now a significant part of their schedules…

Source: BE:Europe 2012Base: GB Data Only

Channels Measured:

*Reach –Website only

New technologies are changing the way UK Business Elite access news & media content…

Source: BE:Europe 2012Base: GB Data Only

Channels Measured:

*Reach –Website only

+

Tablet Only

Smartphone Only

Tablet & Smartphone

76%

50%

31%

27% 27%25%

27%

18%

11%9%

Smartphones are becoming a key medium in how UK Business Elite stay connected…

Source: BE:Europe 2012Base: GB Data Only

21% of UK BE visit a social media website daily

53% of UK BE access online content via smartphone daily

25% of UK BE access content via a tablet computer daily

25% of UK BE access news via an app on either a smartphone or tablet daily

Reach of C-Suites from the UK Business Elite, by publisher…

Source: BE:Europe 2012Base: GB Data Only

Channels Measured:

*Reach –Website only

LinkedIn’s reach of C-Suites is 60% greater than its closest commercial competitor

Who are LinkedIn’s C-Suites?

Source: BE:Europe 2012

Average Age

85% Male

46% Involved in Purchasing Decisions worth £1.5M+

35% work in companies with 1000+ Employees

£718K Average Personal Net Worth

Average Gross Salary

£145K

Connect & Communicate

Research People & Companies

Professional Insights On the Move

Targeting : Directors and Above

Geo: UK

How do C-Suites engage with LinkedIn?

79% Network with other professionals

69% Stay up to date on industry discussions

Source: LinkedIn Internal dataPercentages only for active members in June 2012

77% Learn about what other colleagues are doing

21% More likely than average active member to access LinkedIn on their mobile

+33% More likely to be members of LinkedIn groups

+60% More likely to be a member of our influencer custom segment

LinkedIn’s C-Suite audience are business influencers and early adopters on- and off- platform…

Source: 1st column- BE:Europe 2012, Base: GB data only2nd column- LinkedIn Internal data – Global- %s for active members in June 2012

69% Really enjoy finding out how technology works

72% Enjoy engaging with international news and affairs

94% Influence people’s decisions & behaviours

+63% More likely to follow a company other than their own

Methodology behind BE: Europe

Appendix

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

Background…

The business elite are few in number....

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 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...

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 questionnaireA 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.

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