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

3

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

14

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

16

Background