Global Business Elite 2012

Key Highlights

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LinkedIn reaches more Business Elite (459K+) and C-Suite (274K+) monthly than any other international news and business website measured.

LinkedIn attracts the highest number of BE purchase decision makers (412K+) with high net worth and big purchasing budgets.

LinkedIn Business Elite are a digitally savvy lot: downloading apps on their phones, accessing content via smartphones and visiting social media sites regularly.

LinkedIn is seen as an important business destination for senior executives globally as visitors most often come from strategic planning, management, finance and marketing functions.

36%

28% 28%

19%17% 16%

14%12%

10%9% 8% 8% 8%

6%

LinkedIn reaches more Business Elite monthly than any other site measured

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459K+ BE visit LinkedIn monthly

202K+ BE visit LinkedIn daily

Source: BE: Global 2012

36%

28% 27%

21%19%

15%13% 12% 11%

9% 9% 8% 7% 6%

LinkedIn reaches more C-suite monthly than any other site measured

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274K+ C-suite visit LinkedIn monthly

118K+ C-suite visit LinkedIn daily

Source: BE: Global 2012

>1.3x

LinkedIn attracts the highest number of Business Elite Purchase Decision Makers

5

9%

10%

12%

14%

17%

18%

21%

29%

29%

39% = 412K+ decision makers

monthly

Source: BE: Global 2012

LinkedIn’s Business Elite are High Net Worth individuals with big purchasing budgets

6Source: BE: Global 2012

Europe US Asia

Average Net Worth €719K $2.4m $1.2m

Average Salary €160K $453K $198K

Purchase Decision Maker 88% 94% 74%

Average Business Purchase €9.2m $20m $4.3m

Business Traveler 83% 90% 81%

C-Suite 57% 65% 44%

Average Age 44 yrs. 51 yrs. 46 yrs.

LinkedIn’s Business Elite are influencers and challenge seekers

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79% Influence people’s opinions, actions and decisions

75% find it important that companies are viewed as innovators

76% enjoy engaging on international news, issues, business practices or culture

70% pursue challenge, novelty and change

Note: Global data here includes US and Europe audience only. Source: BE: Global 2012

LinkedIn’s Business Elite are digitally-savvy

Download new app for smartphone/ tablet monthly

Access news via app on smartphone/ tablet monthly

Access content via smartphone monthly

Access content via tablet monthly

Visit a social media website monthly 44%

44%

70%

57%

48%

64%

54%

83%

69%

61%

Source: BE: Global 2012 8

LinkedInBE Global

LinkedIn’s Business Elite work mostly in Strategic Planning, GM, Finance and Marketing

Premises/Property/Production/ Factory/Quality mgmt

Purchasing/Leasing

E-Commerce/Internet Strategy

HR/Training

Domestic/ International Sales

IT/Telecom

Marketing/Advertising/ Communications

Finance (Treasury/Fin Svc/ Foreign Ex./ Cap Mkt/Funds etc)

General Management

Corporate/Strategic Planning

14%

15%

17%

17%

18%

22%

28%

30%

46%

51%

9Source: BE: Global 2012

LinkedIn

Business Elite: Background and Methodology

Appendix

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Who are the Business Elite?

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General population836m

BE:Global database

1.36m

Although Business Elite only represents

0.16% of the World’s population, they are

disproportionately influential relative to their

size.

The Business Elite includes job titles like:

Owner, Partner, President, Chairman, VP,

SVP, EVP, C-suite, MD, Departmental

Director/ Manager, GM and other executives.

The C-Suite job titles includes: CEO, CMO,

CIO, CPO, CTO et al.

Source: BE: Global 2012

Background

The series of surveys now called the Business Elite first appeared in 1973 as the

European Businessmen Readership Survey (EBRS).

The Asia study was launched in 1985, followed by surveys in Japan (1998), Central

Europe (2000), Australia (2005) and the United States (2006). Similar studies are run in

Latin America and the Middle East.

Objectives of the BE set of surveys are:

1. To estimate the size and scope of the business elite audience;

2. To measure their media consumption and business decision-making influence;

3. To support campaign planning targeted at the most senior business executives

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MethodologyThe BE:Global is a harmonised database containing variables common to at least two of the three regional surveyed. It contains data from BE: Asia 2012, BE: Europe 2012 and BE:USA 2012. 2012 Global Sample = 16,506

How are the surveys conducted:1. Companies identified from business directories2. Executives screened via telephone3. Questionnaire sent via mail for self-completion

International news and Business sites measured across at least 2 of the 3 regions: bbc.com, bloomberg.com (incorp. bloombergmarkets.com) , businessweek.com , cnbc.com, cnn.com, economist.com, forbes.com, ft.com (Financial Times) news.google.com, news.yahoo.com, nytimes.com (The New York Times/International Herald Tribune), wsj.com (The Wall Street Journal) , linkedin.com, twitter.com and, dailybeast.com (incorp. newsweek.com)

Sites measured but not shown in this presentation: cnnmoney.com (incorp fortune.com), euronews.net, ), hbr.org, nationalgeographic.com, reuters.com time.com

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