Europe's Business Elite want both digital and traditional media
Europe’s most successful and influential business leaders are increasingly incorporating digital media into their lifestyles, though not at the expense of traditional means, according to the latest Business Elite Europe survey from Ipsos MediaCT. Whilst digital media is increasing in popularity 95% still utilise print and 86% TV on a daily basis.
The survey also found that volatile markets and managing economic uncertainty remains the key issue for many of the Business Elite. However, it’s the price of fuel and raw materials that represents the fastest growing concern, increasing year on year by 17 percentage points to 41%.
Finally, while budgets have been revised down slightly, it is the Business Elite who continue to control the largest budgets, of on average €8.3 million. In their personal lives they also wield an equal amount of financial power. By adjusting their investment portfolios and taking advantage of the property market, their net worth has fallen slightly but remains in a healthy position at more than €770,000. Their salaries also remain high at an average of €155,000. While their net worth and salaries have been affected by the current economic climate, it is all relative. When compared to the general European population they remain the people with the most money – their salaries are almost eight times that of the general population.”
Director of Ipsos MediaCT, James Torr, said:
“With the availability of information continuing to increase the Business Elite are using digital to help them pool relevant information from numerous sources and keep up to date while on the move. However, instead of replacing traditional media, digital supplements their use of print and television.
“With the current economic outlook again looking uncertain, it’s no surprise we see managing economic uncertainty and the price of fuel and raw materials as key issues for the Business Elite. This also has an impact on budgets shifting but ultimately the seniority of the Business Elite means they have control of business spend. In terms of business to business advertising they are a group that should not be ignored.”
Technical note
- BE:EUROPE is one of a family of international media surveys, with sister surveys covering Asia, Japan, North America, Australia and the Middle East. These include BE:ASIA, BE:AUSTRALIA, BE:JAPAN, BE:USA, BE:MENA, All except for MENA use a common methodology
- Methodology: qualifying establishments are sampled from business directories. Individuals occupying eligible job functions at selected establishments are identified by telephone screening. Media consumption and other behaviour are measured via a self-completion questionnaire administered by mail. Respondents are also offered the opportunity to complete the questionnaire via a unique URL outlined in the covering letter
- The 17 countries in which individuals were surveyed were: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland and United Kingdom (Great Britain and Northern Ireland)
- Fieldwork period: February 2011 to June 2011
- Sample size: 7,887.
