Business Elite consuming more new media, but traditional media holding firm for now
Europe's senior business people are changing the way they consume media, new research from Ipsos MediaCT has found. But despite being early adopters of new technology, they still rely on traditional media for news and information.
Findings from BE:Barometer 2009, a global online survey undertaken by Ipsos MediaCT in May, show that digital media is playing a growing role in the lives of Europe's top business people. 50% read or contributed to a blog in the last month and 30% used a social networking website. 61% of the Business Elite are using Smartphones to access media content.
However, nearly nine in ten say they are still reading the same business publications, eight out of ten visit the same websites and around 75% watch the same television channels, compared to twelve months ago.
Ipsos Media CT Research Director Simon Staplehurst said:
"BE:Europe which has been tracking the media habits of the business elite for over 35 years, is showing that heavy online and digital media consumption is really growing across Europe's top business people.
"However, use is really driven out of the under 40s - those who grew up, went to school, university or started career early in the digital revolution. This pattern will continue to increase over time offering new challenges and opportunities for the international media industry."
Technical Details
We re-contacted around 500 of the most senior business executives across the Business Elite franchise on-line across all major regions of the world, between 14th of April -11th May 2009. We asked their views on the economic and political developments that affect their businesses and their private lives
