Business Elite Asia

The Business Elite are a key target audience for many industries. They are personally wealthy, key business decision-makers in their companies - and heavy users of both traditional and digital media. In Asia this small but vitally important group of people have been helping to lead many industries out of the recent economic slowdown. 85% of them are flying - almost half making more than six international business trips every year. Most important of all, 43% of them sit at the front of the plane - where the vast majority of airline profits are made. On average they are staying in hotels more than 18 nights a year and, individually, are responsible for an average of over $1.1 million in business purchase decisions for their companies. Members of this exclusive group earn over $167,000 a year on average and enjoy a personal net worth of $1.1 million. Their use of technology and access to digital content is higher than it has ever been. Almost two thirds own a Smartphone, 29% visit social networking sites and 73% use digital media. Yet this has not dulled their appetite for more traditional media forms. Almost all of them (98%) are regular readers of newspapers or magazines, 69% read international publications and more than half watch international TV channels on a daily basis. Andrew Green, Chief Marketing Officer, Ipsos MediaCT worldwide noted that: "The Business Elite Survey is the only study that currently focuses on the very top echelons of business in a robust and consistent way worldwide. Other surveys are good at researching broader, affluent audiences and middle management; only the BE surveys hone in on the true elite. It is therefore the benchmarks created by the BE surveys that best represent consumers of high end products like first and business class air travel, platinum credit cards, luxury watches and important corporate purchases". James Torr, Director, Ipsos MediaCT, added: "Asia's Business Elite are a disproportionately important group. When they suffer, some businesses are hit hard. The opposite is also true. They continue to adapt to the challenges of today and will continue to adapt to the challenges of tomorrow. The attitudes and behaviours of the next generation of Business Elite will be shaped by the successes and failures of today. Reliable insight, that you can trust, into quality audiences remains vital."