Date post: | 26-Jun-2015 |
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2013 Trends: Reaching the American Business Elite
The American Business Elite represents senior
business leaders (C-Suites, Head of Department,
other senior Mgt.& Director/VP) from 70,388
American companies.
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.
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%
4
LinkedIn attracts the highest number of Business Elite Purchase Decision Makers
5
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
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
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
LinkedIn’s Business Elite audience are business influencers and strive for excellence
8
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
9
Manage 3 or more investments
9
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
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%
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%
11
LinkedIn Mobile Reach147K+ C-suites connect monthly 122K+ (33%) connect weekly
Source: Business Elite 2013, US . Base: US C-Suites. Relevant brands displayed
12
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
Appendix
13
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
The Business Elite are few in number
15
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
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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