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Ipsos Business Elite: 2014Profiling Europe’s Business Leaders on LinkedIn
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“The Business Elite the only survey that
reaches into the corner offices of the Europe’s
largest and most important corporations. We
survey the key decision makers, people
whose purchasing decisions are pivotal to the
fortunes of a whole range of industries
including airlines, hotels, banking, IT and
automotive.”
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LinkedIn is number 1!
3Source: Business Elite 2014, Europe
Base: Monthly Website reach
For website reach
For mobile reach
For total brand reach
Base: Monthly mobile reach
Base: AIR or monthly website reach,
monthly smartphone reach, monthly tablet reach
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of Europe's Business Elite visit LinkedIn
46%weekly
1in3of weekly Business
Elite visitors to
LinkedIn,
access via a
Mobile
device
Base: European Business Elite, 2014
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They’re consuming content on a daily basis….
5
2 in 5 visit a Social networking
site daily
53% access online
content via a tablet daily
64% access online
content via a smartphone daily
50% access news content
via a smartphone or tablet daily
Source: Business Elite 2014, Europe
1in5 consume video content on a
daily basis
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Who are LinkedIn’s Business Elite?
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Age
They’re affluent, high-net worth individuals
Personal Salary
Net Worth
Base: European Business Elite, 2014
1in4 earn
€160,000+
1in5 have
€740,000+ in investable assets
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Company Size (number of employees)
They’re aspirational and driven working in large companies
Job Title
Base: European Business Elite, 2014
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34%
are responsible for more than €1.5million in
business purchases (annually)
They have significant influence over business decision making …
Base: European Business Elite, 2014
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… particularly around services and technology procurement
Specify, Recommend or Authorize Purchasing
Base: European Business Elite, 2014
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They’re actively growing and managing their personal wealth …
55%
have 3+ personal investments
11
Types of investment Products Owned
44%
26% 22%
32%
Shares and stocks in
quoted companies
Investment property Mutual funds/unit trusts
Life insurance investment
products
Base: European Business Elite, 2014
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26%35%
They’re powerful consumers - conscious of their professional image ...
Own a watch worth €1,500+ Say its important their
appearance reflects their status
Base: European Business Elite, 2014
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Use platinum / premium credit
cards
... and have significant buying power
37% Have spent €3,000 per
personal on a holiday
35% Have a fine
wine/champagne
collection
45% Own a car with more than
€40,000
1 in 4
Base: European Business Elite, 2014
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When flying for business, premium travel is the norm….
34%Travel first/business class
Base: European Business Elite, 2014
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Number of flights for business in the past 12 months
15
They take frequent flights….
Number of flights for leisure in the past 12 months
Base: European Business Elite, 2014
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Number of hotel nights for business in the past 12 months
16
And spend a significant amount of time in hotels
Number of hotel nights for leisure in the past 12 months
Base: European Business Elite, 2014
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84%Flew within Europe
(Last 12 Months)
Base: European Business Elite, 2014
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61%Flew outside of Europe
(Last 12 Months)
Base: European Business Elite, 2014
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59%Flew within their home country
(Last 12 Months)
Base: European Business Elite, 2014
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• LinkedIn has the greatest Business Elite reach across desktop, mobile and total brand reach than
any other publisher measured
• LinkedIn’s Business Elite form an affluent, high-net worth, and influential audience
• They manage complex financial portfolios and are actively growing their wealth
• They influence business decision making – and are particularly involved in technology procurement
Summary
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Ipsos Methodology
Mixed Methodology:
• 50% telephone screening from sample lists (Dunn and Bradstreet, Orbis etc.)
• 50% bought lists from various sources and IPSOS partners
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Appendix
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of Europe's Business Elite visit LinkedIn, monthly – more than any other online publisher measured.
Source: Business Elite 2014, Europe
Base: Monthly Website reach
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of Europe's Business Elite visit LinkedIn via a mobile device, monthly – more than
any other online publisher measured.
Source: Business Elite 2014, Europe
Base: Monthly Mobile Reach
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LinkedIn is also number one for total brand reach
Source: Business Elite 2014, Europe
Base: AIR or monthly website reach, monthly smartphone reach, monthly tablet reach