Global Business Elite 2012Overview

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.

Nearly a third of LinkedIn’s BE visitors connect via a mobile device – highest among the sites measured.

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%

19%17% 16%

14%12%

10%9% 8% 8%

6% 6%

LinkedIn reaches more Business Elite monthly than any other site measured

3Source: BE: Global 2012

459K+ BE visit LinkedIn monthly

202K+ BE visit LinkedIn daily

36%

27%

21%19%

15%13% 12% 11%

9% 9% 8%6% 6%

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

4Source: BE: Global 2012

274K+ C-suite visit LinkedIn monthly

118K+ C-suite visit LinkedIn daily

>1.3x

LinkedIn attracts the highest number of BE Purchase Decision Makers

5Source: BE: Global 2012

9%

10%

12%

14%

17%

18%

21%

29%

29%

39% = 412K+ decision makers

monthly

LinkedIn’s BE users are High Net Worth individuals with big Purchasing Budgets

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Average Age

Average Salary

Average Net Worth

C-Suite

Average Business Purchase

Source: BE: Global 2012

Purchase Decision Maker

44 yrs.

Europe US Asia

51yrs.

46 yrs.

€160K $453K $198K

€719K $2.4m $1.2m

57% 65% 44%

88% 94% 74%

€8.2m $20m $4.3m

LinkedIn’s BE users 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

81% enjoy engaging on international culture & business practices or news & affairs

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

Source: BE: Global 2012

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%

Nearly a third of LinkedIn’s Business Elite access it via a mobile device

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13%

7% 7% 7%5% 3% 3% 3% 3% 2% 2%

13%

9%6% 7%

6%5% 5%

4% 4%3% 3%

3%

3%

3%2%

2%2% 1%

2% 1%2%

1%

29%

19%

17%

8% 8%

5%

+

Tablet Only

Smartphone Only

Tablet & Smartphone15%

6%

Source: BE: Global 2012

10%10%12%

LinkedIn’s BE users work mostly in Strategic planning, General management, 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%

10Source: BE: Global 2012

Background and Methodology

Appendix

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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:

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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The Business Elite are few in number

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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 audience represents senior Business

Leaders across 3 regions (Asia, Europe and

US).

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 etc.

Methodology

The BE: Global is a harmonised database containing variables common to at least two of

the four regional surveys. It contains data from BE : Asia 2012, BE : Europe 2012,

BE:USA 2012 and BE : Japan 2012.

Sample: 7,169 (Asia) + 7,279 (Europe) + 2,059 (USA) + 611 (Japan) = 17,118

How are the surveys conducted:

1. Identify companies from business directories

2. Executives via telephone screening

3. Self-completion questionnaire via mail

International news and Business sites measured:

bbc.com, bloomberg.com (incorp. bloombergmarkets.com) , businessweek.com , cnbc.com, cnn.com, cnnmoney.com (incorp fortune.com), economist.com, euronews.net, forbes.com, ft.com (Financial Times), hbr.org, nationalgeographic.com, news.google.com, news.yahoo.com, nytimes.com (The New York Times/International Herald Tribune), reuters.com time.com, wsj.com (The Wall Street Journal) , linkedin.com, twitter.com and, dailybeast.com (incorp. newsweek.com)

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