Business Elite: Europe 2013 Results LinkedIn

Business Elite 2013 - EuropeOverview

Background

The European Business Elite is an annual research study conducted

by IPSOS among senior business leaders in Europe.

The objectives of the Business Elite survey are to:

1. Estimate the size and scope of the business elite audience;

2. Measure their media consumption and business decision-

making influence

3. Support campaign planning targeted at the most senior business

executives

2

3

The Business Elite are senior business leaders (C-Suites, Head of Department, other senior Mgt.& Director/VP) from across Europe who sit in industrial and commercial companies with 250 or more employees and if the company turnover is greater than £40m the threshold is reduced to 150+ employees

Executive Summary

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LinkedIn reaches more Business Elite in Europe than any

other site measured

LinkedIn reaches more C-Suites in Europe than any news

or business site

36% of C-Suites connect to LinkedIn monthly via a mobile device

C-Suites rank LinkedIn No.1 as the most important website for their

job and access content daily

On average LinkedIn’s European Business Elite control annual budgets

worth €9.6 million

LinkedIn’s Business Elite are high earners and enjoy a luxurious

lifestyle

LinkedIn reaches more Business Elite in Europe monthly than any other site measured

CNNMONEY.COM

FORBES.COM

CNBC.COM

WSJ.COM

NYTIMES.COM

ECONOMIST.COM

CNN.COM

REUTERS.COM

FT.COM

TWITTER.COM

BBC.COM

FACEBOOK.COM

LINKEDIN.COM

2%

3%

3%

5%

5%

8%

9%

9%

13%

22%

24%

44%

47%

5Source: Business Elite 2013, Europe

LinkedIn monthly reach

LinkedIn Reaches202K+ of the BE Monthly166K+ (38%) Weekly96K+ (22%) Daily

LinkedIn reaches 44% of C-Suites in Europe, which is more than any other news or business site measured

CNNMONEY.COM

CNN.COM

FORBES.COM

CNBC.COM

NYTIMES.COM

WSJ.COM

ECONOMIST.COM

REUTERS.COM

FT.COM

BBC.COM

LINKEDIN.COM

1.8%

1.8%

3.0%

3.6%

5.4%

5.5%

7.5%

10.1%

13.3%

24.0%

44.0%

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Source: Business Elite 2013, Europe

Base: C-Suites


LinkedIn Reaches113K+ of C-Suites Monthly92K+ (36%) Weekly52K+ (21%) Daily

36% of C-Suites connect to LinkedIn monthly via a mobile device

FORBES.COM WSJ.COM ECONOMIST.COM FT.COM BBC.COM LINKEDIN.COM

2%

5%7%

12%

18%

36%


Base: C-Suites Monthly LinkedIn reach via phone or Tablet

92,000 C-suitesvisit LinkedIn monthly via a mobile device

77,000 (30%) visit weekly44,000 (17%) visit daily

C-Suites rank LinkedIn No.1 as the most important website for their job and access content daily

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36% visit a Social networking

site daily

69% access online

content via a smartphone daily

55% access online

content via a tablet daily

52% access news content

via a smartphone or tablet daily


Base C-Suite

C-Suites see LinkedIn as the most important website for their

job

9

Manage at least 3 personal investments

9

3in5

40% Own luxury clothing and accessories

LinkedIn’s Business Elite users are high earners and enjoy a luxurious lifestyle

26% Own a second house

€163K Is the average salary for LinkedIn’s BE

in Europe



On average LinkedIn’s Business Elite

users are responsible for €9.6 millionworth of business purchases annually


LinkedIn monthly reach10

LinkedIn's Business Elite in Europe are frequent travellers for business & leisure…..

38% have travelled first/business class in the past 12 months

2in5have spent over €3,000 per person on a holiday

16 18

34 is the average number of nights spent in hotels in the

past 12 months

Personal Business

4 11

15 is the average number of flights taken for business in the

past 12 months

Personal Business


LinkedIn monthly reach11

LinkedIn’s Business Elite audience are business influencers and early adopters



93%Pursue a life of challenge, novelty and change

85%Influence people’s decisions & behaviours

75%Enjoy engaging on international news and affairs

69%Really enjoy finding out how technology works

35%People come to me first for advice on global trends

Appendix

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Summary of the European Business Elite & C-Suite audiences

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Average Business Elite

LinkedIn’sBusiness

Elite

LinkedIn'sC-Suite

Average Net Worth

€869K €741K €921K

Average Salary €165K €163K €181K

Average value of Business Purchases

€9.8m €9.6m €11.5m

Business Traveller

62% 69% 75%

Average Age 47 45 46



The Business Elite are few in number

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BE: EUROPE

General population331m

435,112

Although the Business Elite only represent 0.13% (435,112) of Europe’s population they are disproportionally influential relative to their size This audience represents senior business leaders in 59,435 companies in 17 European countries. The universe includes industrial and commercial companies with 250 or more employees, other leading European companies in terms of £40 million 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

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

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 questionnaire

A 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.

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Sponsors

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Technology

Business Elite: Europe 2013 Results LinkedIn