Reaching the American Business Elite
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Transcript of Reaching the American Business Elite
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2013 Trends: Reaching the American Business Elite
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The American Business Elite represents senior
business leaders (C-Suites, Head of Department,
other senior Mgt.& Director/VP) from 70,388
American companies.
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Summary
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Business Elite – LinkedIn reaches almost half of Business Elite in the US monthly –
more than any other social, international news or business sites measured
LinkedIn attracts the highest percentage (49%) of Purchase Decision Makers - those holding an average annual budget of $22m.
Frequent travel, luxurious lifestyle, and a high-influence-high-standard outlook defines the business elite audience using LinkedIn.
C-Suite - LinkedIn reaches more C-Suite in the US monthly than any other
social, international news or business sites measured More than a third of LinkedIn’s C-Suite access it via a mobile
device. These are avid content seekers consuming content daily, on the go.
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LinkedIn reaches almost half of Business Elite in the US monthly, far more than any other site measured
Source: Business Elite 2013, US . Relevant brands displayed
LinkedIn Reaches267K+ Business Elite Monthly227K+ (40%) Weekly
47%41%
33%
29%
24% 23%20% 19%
13% 12%
7%
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LinkedIn attracts the highest number of Business Elite Purchase Decision Makers
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7%
13%
13%
20%
20%
25%
26%
30%
35%
43%
49%
Source: Business Elite 2013, US . Base: US BE purchase decision makers. Relevant brands displayed
LinkedIn Reaches249K+ purchase decision makers monthly
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On average LinkedIn’s Business Elite users in the US are responsible for
$22 million worth of business purchases annually
10Source: Business Elite 2013, US
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LinkedIn's Business Elite in the US travel frequently for business & leisure…
43% have travelled first/business class in the past 12 months
46%have spent over $3,000 per person on a vacation in the last 12 months
14 25
39 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 in the past 12 months
Personal Business
7Source: Business Elite 2013, US
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LinkedIn’s Business Elite audience are business influencers and strive for excellence
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71% Pursue a life of challenge, novelty and change
88% Influence people’s decisions & behaviours
75% Really enjoy finding out how technology works
82% Have volunteered themselves for a good cause
83% Feel it is important that companies are viewed as innovators in their field
Source: Business Elite 2013, US
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Manage 3 or more investments
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85%
47% Own luxury clothing/ accessories
LinkedIn’s Business Elite users are high earners and enjoy a luxurious lifestyle
1in 4 Own a vacation home
$414K Is the average salary for LinkedIn’s BE
in the US
Source: Business Elite 2013, US
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LinkedIn reaches more C-Suites in the US monthly than any other news or business site measured
10Source: Business Elite 2013, US . Base: US C-Suites. Relevant brands displayed
LinkedIn Reaches168K+ C-Suites Monthly143K+ (38%) Weekly
45%
38%
34% 34%
24% 23%20% 19%
13%
7%
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More than 1 in every 3 C-Suite connects to LinkedIn via a mobile device
39.4% 39.3%35.9%
25.8%
14.4%
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LinkedIn Mobile Reach147K+ C-suites connect monthly 122K+ (33%) connect weekly
Source: Business Elite 2013, US . Base: US C-Suites. Relevant brands displayed
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77% access online content via a smartphone daily
55% access online content via a tablet daily
50% access news content via an app on a smartphone/ tablet daily
Source: Business Elite 2013, US
LinkedIn C-Suites are avid content seekers
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Appendix
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Summary of the LinkedIn’s Business Elite & C-Suite audiences in the US
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LinkedIn’sBusiness Elite
LinkedIn'sC-Suite
Average Net Worth $2.2m $2.8m
Average Salary $414K $534K
Purchase Decision Makers 93% 95%
Average value of Business Purchases $22m $25m
Business Traveler (Air) 88% 92%
Average Age 51 52
Source: Business Elite 2013, US . Base US C-Suite and Business elite using LinkedIn at least monthly
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The Business Elite are few in number
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General population133m
574,635
Although the Business Elite only represent 0.4% (574,635) of US population they are disproportionally influential relative to their size. This audience represents senior business leaders (C-Suites, Head of Department, other senior Mgt.& Director/VP) in 70,388 American companies. The universe includes industrial and commercial companies with 250 or more employees, other leading American companies with 150-249 employees with turnover in excess of $40 million, plus the head offices of banks with assets of $500 million or more and insurance companies with 150 or more employees.
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: USA
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The US Business Elite is an annual research study conducted by IPSOS among senior
business leaders in the US.
Objectives of the Business Elite survey: Estimate the size and scope of the business elite audience Measure their media consumption and business decision-making influence Support campaign planning targeted at the most senior business executives
Methodology: Companies are identified from business directories (e.g., Dun and Bradstreet) Executives undergo a telephone screening Executives fill out a questionnaire (Self-completion ) sent via mail
International news and Business sites measured in the survey:
Barrons.com, bbc.com, bloomberg.com , BBCAmerica.com, businessweek.com , CFO.com, Chiefexecutive.net, cnbc.com, cnn.com, cnnmoney.com, TheDailyBeast.com, economist.com, finance.yahoo.com, forbes.com, foxbusiness.com, foxnews.com, ft.com , GoogleNews.com, hbr.org, InstitutionalInvestor.com, Investors.com, Lonelyplanet.com, Marketwastch.com, Money.AOL.com, MSNBC.com, NationalGeographic.com, NewYorker.com, nytimes.com, reuters.com, TheStreet.com , Time.com, USAToday.com, USNews.com, TheWeek.com, Wired.com, WSJ.com, Yahoo!News.com, Facebook.com, Linkedin.com, Twitter.com and
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