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Ipsos Business Elite: 2014 Profiling Europe’s Business Leaders on LinkedIn

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“The Business Elite the only survey that reaches into the corner offices of the Europe’s largest and most important corporations. We survey the key decision makers, people whose purchasing decisions are pivotal to the fortunes of a whole range of industries including airlines, hotels, banking, IT and automotive.”

LinkedIn is number 1!

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56%

47%

26% 25%

15%

Source: Business Elite 2014, Europe Base: Monthly Website reach

45%

43%

25% 24%

14%

59%

53%

45%

34% 29%

For website reach For mobile reach For total brand reach

Base: Monthly mobile reach Base: AIR or monthly website reach, monthly smartphone reach, monthly tablet reach

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of Europe's Business Elite visit LinkedIn

46% weekly

1in3 of weekly Business

Elite visitors to LinkedIn,

access via a Mobile device

Base: European Business Elite, 2014

They’re consuming content on a daily basis….

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2 in 4 visit a Social networking site daily

53% access online content via a tablet daily

64% access online content via a smartphone daily

50% access news content via a smartphone or tablet daily

Source: Business Elite 2014, Europe

1in5 consume video content on a daily basis

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Who are LinkedIn’s Business Elite?

8%

13%

22%

24%

17%

16%

Below 30

35-39

40-44

45-49

50-54

55+

Age

They’re affluent, high-net worth individuals

4%

6%

16%

34%

€370,000+

€250,00-€369,999

€160,000-€249,000

€81,000-€159,999

4%

5%

11%

23%

€3M +

€1,500,000-€2,999,999

€740,000-€1,499,999

€150,000-€739,999

Personal Salary

Net Worth

Base: European Business Elite, 2014

1in4 earn

€160,000+

1in5 have €740,000+ in investable assets

Company Size (number of employees)

They’re aspirational and driven working in large companies

21%

6%

17%

9%

18%

17%

7%

5%

10,000+

5000-9,999

1500-4,999

100-1,499

500-999

250-499

150-249

149 or less

4% 4% 4%

6% 8%

9% 10% 10%

14%

Owner / Partner

Chief Executive Officer

Chief operating Officer

Managing Director

Chief Technology Officer

Chief Marketing Officer

Chief Financial Officer

Director/VP

Senior Management

Job Title

Base: European Business Elite, 2014

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34%

are responsible for more than €1.5million in business purchases (annually)

They have significant influence over business decision making …

Base: European Business Elite, 2014

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… particularly around technology procurement

Specify, Recommend or Authorize Purchasing

23%

28%

32%

46%

52%

Components, Materials and Equipment

Financial Services

Company Vehicles and premesis

Telecommunications / Office Equipment

Other Business Services

Base: European Business Elite, 2014

They’re actively growing and managing their personal wealth …

55%

have 3+ personal investments

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Types of investment Products Owned

44%

26% 22%

32% Shares and stocks in quoted companies

Investment property Mutual funds/unit trusts

Life insurance investment products

Base: European Business Elite, 2014

26% 35%

They’re powerful consumers - conscious of their professional image ...

Own a watch worth €1,500+ Say its important their appearance reflects their status

Base: European Business Elite, 2014

Use platinum / premium credit cards

... and have significant buying power

37% Have spent €3,000 per personal on a holiday

35% Have a fine wine/champagne collection

45% Own a car with more than €40,000

1in4 Base: European Business Elite, 2014

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When flying for business, premium travel is the norm….

34% Travel first/business class

Base: European Business Elite, 2014

Number of flights for business in the past 12 months

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They take frequent flights….

28%

31%

24%

1-2 flights

3-5 flights

6+ flights

13%

16%

17%

15%

19%

1-2 flights

3-5 flights

6-10 flights

11-20 flights

20+ flights

Number of flights for leisure in the past 12 months

Base: European Business Elite, 2014

Number of hotel nights for business in the past 12 months

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And spend a significant amount of time in hotels

50%

36%

7%

1-14 nights

15-29 nights

30+ nights

46%

22%

10%

10%

1-14 nights

15-29 nights

30-44 nights

45+

Number of hotel nights for leisure in the past 12 months

Base: European Business Elite, 2014

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84% Flew within Europe

(Last 12 Months)

Base: European Business Elite, 2014

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61% Flew outside of Europe

(Last 12 Months)

Base: European Business Elite, 2014

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59% Flew within their home country

(Last 12 Months)

Base: European Business Elite, 2014

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• LinkedIn has the greatest Business Elite reach across desktop, mobile and total brand reach than any other publisher measured

• LinkedIn’s Business Elite form an affluent, high-net worth, and influential audience

• They manage complex financial portfolios and are actively growing their wealth

• They influence business decision making – and are particularly involved in technology procurement

Summary

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Ipsos Methodology

Mixed Methodology:

• 50% telephone screening from sample lists (Dunn and Bradstreet, Orbis etc.) • 50% bought lists from various sources and IPSOS partners

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Appendix

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56% 47%

26% 25%

15% 11% 9% 8% 7% 7% 7% 6% 5%

LinkedIn Facebook BBC Twitter FT.com CNN Economist Bloomberg NY Times Time WSJ.com Businessweek

Forbes

of Europe's Business Elite visit LinkedIn, monthly – more than any other online publisher measured.

Source: Business Elite 2014, Europe Base: Monthly Website reach

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45% 43%

25% 24%

14% 10%

8% 7% 7% 6% 5% 5% 5%

LinkedIn Facebook BBC Twitter FT.com CNN Economist NY Times Time Businessweek

Bloomberg WSJ.com Forbes

of Europe's Business Elite visit LinkedIn via a mobile device, monthly – more than any other online publisher measured.

Source: Business Elite 2014, Europe Base: Monthly Mobile Reach

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59%

53%

45%

34% 29%

26% 21%

16% 15% 12% 11% 10%

LinkedIn Facebook BBC CNN Twitter FT Economist Bloomberg Time WSJ New YorkTimes

Forbes

LinkedIn is also number one for total brand reach

Source: Business Elite 2014, Europe Base: AIR or monthly website reach, monthly smartphone reach, monthly tablet reach