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.
“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.
About Ipsos MediaCT
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New York, NY - 25 October 2011