US Business Elite Embracing Online Media
Courtesy: Marketing Charts
To meet their information needs, America’s senior executives are voracious users of all media channels – including, increasingly, digital ones such as online video, blogs and podcasts – according to a study by Ipsos MediaCT.
The Business Elite Study explores the media habits, attitudes, opinions, and business and personal purchasing habits of America’s “C-Suite,” surveying executives and C-Suite professionals.
Among the key findings of the study:
- In the past two years, business executives have rapidly adopted the internet, with significant growth in the usage of print media websites, but that has not necessarily reduced their usage of other media types, such as TV, according to 64% of execs:
- Nearly half of C-suite executives (47%) agree that “the internet has made little difference in their reading of business publications”; at the same time, using a publication’s website is part of the daily routine for about two out of five (38%):
- The internet and business magazines lead as the main sources that C-suite executives turn to for help in business; those two media are also among the main sources of business information, along with national newspapers and cable TV:
- The top websites visited by US Business Executives and C-level execs are heavily news-oriented, including the largest portals and search engines, followed by cable news and newspaper sites:
New Media and Technology
More and more, America’s business elite have also embraced other forms of new media and technology; these attitudes of business executives, in general, are often more pronounced at the C-level of executives, Ipsos said.
While more than half (58%) of all business executives are buying goods and services on the internet, C-level execs are one notch above in wired behavior and new media usage: