Executive habits revealed by study
Executives are heavy users of all types of media and are increasingly turning to rich media content online such as podcasts, blogs and streaming video as information sources.
Those are some of the findings from research firm Ipsos Medelsohn in their 'Business Elite' study which, amongst other factors, looked at the media usage and technology habits of senior business executives.
The study was based on a survey of 2,251 senior decision makers from a variety of industries giving a clear picture of the implications for crafting B2B marketing communications to this influential group.
89 percent said they keep up with the news.
76 percent said meeting people face-to-face was critical to their business.
63 percent said advertising plays a part in influencing what they buy.
62 percent said keeping up with technology is important to them.
For the first time, the study asked business executives about the types of media they consume during their daily commute to work.
"For the most part, they drive themselves to work and they listen to the radio as the number one media touch point," said Ipsos VP Hugh White during an interview with BtoB magazine.
Interestingly, during their commute (three quarters drive to work) 68 percent listen to radio; 18 percent check their email on a PDA; 12 percent listen to music on an MP3 player and 11 percent read the news from their PDA.
When asked which media is their main source of business news the responses were:
34 percent - The internet
24 percent - Pay TV
21 percent - National newspapers
18 percent - Business magazines
For industry specific news the list reads:
38 percent - The internet
30 percent - Business magazines
10 percent - National newspapers
9 percent - Pay TV
The survey also found that 63 percent of executives use their PDA for email, instant messaging or news gathering.
Just over half of all executives surveyed subscribe to daily email alerts or e-newsletters.
However, while executives are big consumers of online media, they are not big contributors. Only six percent contributed to a blog or posted to their own blog, while 32 percent said they read blogs - up only one percent from last year.
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