opinion leaders 2015 - economist group · fortune 90,964 47% 44% 33% bloomberg businessweek 88,374...

January 2016

Erdos and Morgan Opinion Leaders Study 2015

OPINION LEADERS AND THE ECONOMIST

ERDOS AND MORGAN OPINION LEADERS STUDY

This survey is a national study of contemporary issue involvement by, and media influences on, a group of prominent Americans.

Opinion leaders, for the purpose of this study, are defined as those individuals whose influence on business; social, political, environmental and educational issues far exceeds their numbers in the population.

They exercise far-reaching and powerful influences on the opinions of their fellow Americans by framing and defining the issues that will largely determine the future course of the nation.

2

Source: Erdos and Morgan Opinion Leaders Study 2015. @The Economist Group 2016

The 2015 Opinion Leaders study was conducted between June and September 2015.The survey consisted of a six-page, self-administered questionnaire.The sample of Opinion Leaders were pulled from the following areas: The Congressional branch The Executive eranch State, city and county government Private sector (Business, Communications,

Education, Law, Healthcare & Science) AssociationsAny publication receiving 50 or less respondents were not included in the study.Changes in 2015: App usage now measured Site usage measurement based on “visits in the

past 30 days” – “Total usage” not included

Audience universe

Executive branch 117,402

Congressional branch 5,345

State, city, and county government

17,328

Private sector 416,963

Associations 27,304

Total 584,342

METHODOLOGY3


WHO ARE THE ECONOMIST’S OPINION LEADERS?Across print and digital, The Economist reaches a 30% of US Opinion Leaders. That’s 176,000 influencers each month:

They are 74% male

The average age is 57 years old

23% reside inside The Beltway


INFLUENCERS IN THE PUBLIC SECTOR

The Economist audience (print & digital):

22% work in the Executive branch of the Federal Government (34% reach)

2% work in the Congressional branch (54% reach)

3% work in state and local government (28% reach)


MORE OPINION LEADERS IN GOVERNMENT (PRINT) 6

Source: Erdos and Morgan Opinion Leaders Study 2015 . @The Economist Group 2016

30%

20% 19% 19% 18%16% 14%

0%

5%

10%

15%

20%

25%

30%

Federal government (% reach)

54%

36%31%

25%19%

14% 11%

0%

10%

20%

30%

40%

50%

60%

Congress(% reach)

*Data for all sites based on less than 50 responses

**

**

* *

*

*

INFLUENCERS IN THE PRIVATE SECTOR


67% work in the private sector: 19% business 12% education 11% science 9% medicine 9% legal 7% communications


CONNECTED AND VOCAL


25% had people follow them on Twitter or another social media network

12% have submitted editorial to be published in the past month

10% actively keep personal blogs


MORE SOCIAL INFLUENCERS9


41,739

33,60029,426

24,931 21,537 21,488 20,211

0

15,000

30,000

45,000

Had people follow you on Twitter or other social network (Print audience)

INFLUENTIAL PROFESSIONALS

The Economist audience (print & digital): 87% are involved in business

(33% reach) 76% are involved in health,

education or human services (29% reach)

73% are involved in the law (33% reach)

67% are in the enviroment and energy (34% reach)

66% are involved in economics or finance (34% reach)


PASSIONATE ABOUT THE ISSUESThe Economist audience (print & digital): 65% are involved with any science or

technology issues (35% reach) 55% are involved with any

legislative/government policy issues (35% reach)

45% are involved with any defense or national security issues (32% reach)

34% are involved with any arts or media issues (33% reach)

34% are involved with any agriculture issues (37% reach)


PRINT AUDIENCE

REACHING MORE OPINION LEADERS


165,016

119,886 114,683

91,621 90,964 88,37470,712

The Economist Forbes ScientificAmerican

The Atlantic Fortune BloombergBusinessweek

HarvardBusinessReview

OPINION LEADER AUDIENCE

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The Economist reaches 28% of Opinion Leaders in the United States.

MORE INFLUENTIAL AND CREDIBLE THAN THE COMPETITION

Opinion leaderreach

Readers consider influential

Readers consider credible

Readers consider objective

The Economist 165,016 62% 63% 54%Forbes 119,886 48% 41% 26%

Scientific American 114,683 45% 58% 50%

The Atlantic 91,621 46% 49% 31%

Fortune 90,964 47% 44% 33%

BloombergBusinessweek

88,374 33% 45% 37%

Harvard Business Review

70,712 58% 54% 43%

Source: Erdos & Morgan Opinion Leaders 2015. @The Economist Group 2016

MORE OPINION LEADERS IN BUSINESS15


142,573

113,22897,104

84,195 81,155 74,43965,939

0

50,000

100,000

150,000

Opinion leaders in business (Audience)

MORE OPINION LEADERS IN ECONOMICS OR FINANCE 16

Source: Erdos and Morgan Opinion Leaders Study 2015 . @The Economist Group 2016

110,380

93,33480,630

71,118 68,52160,535

51,976

0

40,000

80,000

120,000

Opinion leaders in economic or finance (Audience)

MORE OPINION LEADERS INENERGY & ENVIRONMENT 17


109,606

90,98482,358

63,266 59,689 58,18146,541

0

40,000

80,000

120,000

Opinion leaders in energy & environment (Audience)

MORE OPINION LEADERS INSCIENCE OR TECHNOLOGY 18


107,518

95,62480,880

59,344 58,354 56,86447,592

0

40,000

80,000

120,000

Opinion leaders in science or technology (Audience)

MORE OPINION LEADERS IN HEALTH & EDUCATION 19


125,360

102,715 98,133

78,269 77,59572,293

57,030

0

50,000

100,000

150,000

Opinion leaders in health, education or human services (Audience)

74,608

64,568 64,356

48,62244,538 42,098 38,874

0

20,000

40,000

60,000

80,000

Opinion leaders in defense & national security (Print audience)

MORE OPINION LEADERS IN DEFENSE & NATIONAL SECURITY 20


SITE AUDIENCE

REACHING MORE OPINION LEADERS


56,293

45,647 43,07039,822

34,38430,689

27,460

OPINION LEADER AUDIENCE

22

Economist.com reaches 10% of Opinion Leaders in the United States.

MORE INFLUENTIAL AND CREDIBLE THAN THE COMPETITION

Opinion leaderreach

Readers consider influential

Readers consider credible

Readers consider objective

Economist.com 56,293 71% 64% 56%Forbes.com 45,647 54% 48% 34%

ScientificAmerican.com 39,822 49% 57% 53%

Atlantic.com* 30,689 51% 54% 33%

CNNMoney.com* 33,384 30% 48% 49%

Bloomberg* 43,070 47% 56% 46%

HBR.org* 27,460 74% 62% 53%

Wired.com* 43,587 41% 47% 32%

Source: Erdos & Morgan Opinion Leaders 2015. @The Economist Group 2016

*Less than 50 responses for some or all metrics

MORE OPINION LEADERS IN GOVERNMENT 24


13%

10%9%

7%6% 6%

0%

3%

6%

9%

12%

15%

Federal government (% reach)

21% 21%

13%

9%

6%3%

0%

5%

10%

15%

20%

25%

Congress (% reach)

*Data for all sites based on less than 50 responses

* *

*

*

**

****

*

*



11%

9%8%

7%

5% 5%

0%

2%

4%

6%

8%

10%

12%

Opinion leaders in business (% reach)

MORE OPINION LEADERS IN ECONOMICS OR FINANCE 26


12%

9%9%

7%

6%5%

0%

2%

4%

6%

8%

10%

12%

Opinion leaders in economics or finance (% reach)



12%

8% 7% 7%6%

5%

0%

3%

6%

9%

12%

15%

Opinion leaders in energy & environment (% reach)



12%

9% 8%7%

6% 5%

0%

2%

4%

6%

8%

10%

12%

14%

Opinion leaders in science or technology (% reach)

MORE OPINION LEADERS IN HEALTH & EDUCATION 29


12%

9%9%

7%

6%5%

0%

2%

4%

6%

8%

10%

12%

Opinion leaders in economics or finance (% reach)



9%8%

8%7%

5%5%

0%

2%

4%

6%

8%

10%

Opinion leaders in defense or national security (% reach)

**

*Less than 50 responses

APPENDIX: PRINT & APP

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142,573

113,22897,104

84,195 81,155 74,43965,939

0

50,000

100,000

150,000

Opinion leaders in business (Print audience)

146,982

117,188

97,50285,068 84,195

75,21867,580

0

50,000

100,000

150,000

Opinion leaders in business (Print & app audience)

MORE OPINION LEADERS INFINANCE & ECONOMICS 33


110,380

93,33480,630

71,118 68,52160,535

51,976

0

40,000

80,000

120,000

Opinion leaders in economic or finance (Print audience)

113,409

96,069

81,02971,118 71,025

61,07453,618

0

40,000

80,000

120,000

Opinion leaders in economics or finance (Print & app audience)



109,606

90,98482,358

63,266 59,689 58,18146,541

0

40,000

80,000

120,000

Opinion leaders in energy & environment (Print audience)

114,015

91,38384,762

63,805 60,440 59,68948,634

0

40,000

80,000

120,000

Opinion leaders in energy & environment (Print & app audience)



74,608

64,568 64,356

48,62244,538 42,098 38,874

0

20,000

40,000

60,000

80,000

Opinion leaders in defense & national security (Print audience)

76,39367,574 64,754

48,622 45,077 43,420 40,568

0

20,000

40,000

60,000

80,000

Opinion leaders in defense & national security (Print & app audience)

MORE OPINION LEADERS INHEALTH & EDUCATION 36


125,360

102,715 98,133

78,269 77,59572,293

57,030

0

50,000

100,000

150,000

Opinion leaders in health, education or human services (Print audience)

129,079

106,59598,531

78,374 78,269 74,97359,362

0

50,000

100,000

150,000

Opinion leaders in health, education or human services (Print & app audience)



107,518

95,62480,880

59,344 58,354 56,86447,592

0

40,000

80,000

120,000

Opinion leaders in science or technology (Print audience)

110,832

96,02283,855

59,697 59,344 59,13348,835

0

40,000

80,000

120,000

Opinion leaders in science or technology (Print & app audience)

© The Economist 2015. These materials and their contents are confidential and the exclusive property of The Economist Newspaper Limited. Their unauthorized reproduction or dissemination to any party other than the original recipient(s) is prohibited. These materials are provided for information only and shall not be construed as an offer or any form of contractual commitment by The Economist Newspaper Limited or any of its subsidiaries or affiliates. The opportunities described herein are subject to change and editorial approval.

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