The American Business Elite Want Digital and Traditional Media

Tuesday, October 25, 2011

New York, NY - America’s most successful and influential business leaders are incorporating digital media into their lifestyles, though not at the expense of traditional means, according to the latest Business Elite USA survey from Ipsos MediaCT. Whilst digital media is increasing in popularity 87% still utilise print and 82% TV on a daily basis. “With the availability of information continuing to increase the Business Elite are using digital to help them pool relevant information from numerous sources and keep up to date while on the move. 52% of this group have accessed news via a smartphone or tablet app in the past week,” says James Torr director at Ipsos MediaCT. “However, instead of replacing traditional media, digital supplements their use of print and television.”

Managing economic uncertainty is key

Volatile markets and managing economic uncertainty remains the key issue for many of the Business Elite. However, it’s the price of fuel and raw materials that represents the fastest growing concern, increasing year on year by 17 percentage points to 41%.

James Torr commented: “With the current economic outlook again looking uncertain and recent events in the Middle East compounding the existing pressure on the price of fuel, it’s no surprise we see these two areas as key issues for the Business Elite.”

Elite business and consumer customers

In America this small but vitally important group of people are key to the profitability of many industries. The Business Elite continue to control the largest budgets, of on average US$22.9 million. 87% are flying for business, but most important of all, 49% of them sit at the front of the plane – where the vast majority of airline profits are made.

In their personal lives they wield an equal amount of power. By adjusting their investment portfolios during these difficult times their net worth remains high at US$3.2m. Year on year their salaries have continued to steadily increase and now stand at over US$538,000.

James said: “Taking into account their financial power the Business Elite remain the most important customers for a number of industries. As well as being a key audience for business to business marketing, they also represent the key to profitability for sectors such as finance, luxury goods and cars, airlines and hotels.

The Business Elite

The Global Business Elite series annually reaches the most senior people in the largest companies in Asia, Australia, Europe, Japan, the Middle East and the United States. The surveys are used by media owners and agencies worldwide. They are the only surveys that reveal the behaviour and inner motivations of this difficult to reach group on a truly global scale.

BE:USA 2011 Universe: 586,748 senior business executives.

Average Issue Readership of Publications

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BE:USA 2011 TV Data – Daily, Weekly and Monthly Reach

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BE:USA 2011 – Weekly Media Usage (All 2011 year only data)

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BE:USA 2011 Websites – Monthly Reach

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BE:USA 2011 – Business and Consumer Profile

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For more information on this news release, please contact:

James Torr
Director, MediaCT
Ipsos MORI
+44 20 8861 8173

About Ipsos MediaCT

Ipsos MediaCT plays a prominent role within media and communications research, holding key industry audience measurement contracts and conducting bespoke research to assist their clients in informing their strategic decisions. We help clients make connections in the digital age, as leaders in providing research solutions for companies in the fast-moving and rapidly converging worlds of media, content, telecom and technology. Using a wide variety of research techniques, we help individual media owners, content owner studios, technology companies, agencies and advertisers address issues such as editorial and programming, advertising, audience profiling and music tastes, market positioning, piracy, high definition and theatrical markets, new product and programme development and license applications.

To learn more, please visit,

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2010, Ipsos generated global revenues of €1.140 billion ($1.6 billion U.S.).

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Ipsos, listed on the Eurolist of Euronext – Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP

The American Business Elite Want Digital and Traditional Media

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James Torr
Director, MediaCT
Ipsos MORI