According to the Doremus and the Financial Times Q4 2011 Decision Dynamics online survey, global executives have an insatiable appetite for information. At any given time of day, they are using multiple forms of media, both traditional and new, to stay informed.
Readership of Traditional Media (% of Senior Executives; March 2012)
Do Not Read
Industry trade journals
General business magzines
Source: Doremus/Financial Times, March 2012
Respondents who read traditional print publications do so, for the most part, in printed formats. Those under the age of 45 were more inclined to
‘read’ online than their older counterparts, but only a quarter of the younger age group read newspapers or magazines “mostly online.”
While six out of ten global executives use social networking sites for leisure, very few respondents access virtual worlds, social bookmarking, location-based apps and personal blogs.
When asked which media activities they participate in frequently, “professional networking” was used most often while at work, and “watching online videos” had the highest frequency of use during leisure time (both at 30%). A majority of those surveyed watch online videos, read blogs and access webcasts/podcasts for both leisure and for work.
While there were few significant changes from 2010 in both traditional and online media habits, the use of “community sites” and “social bookmarking” declined by more than 10%, while the use of Twitter increased by 13%.
Hope Picker, Doremus Director of Strategic Research, said, “... use of many digital media is higher among the under-45 group than among older respondents... (but_ the 55-plus group appears to be pretty digitally savvy... using quite a few of the newer media both for work and for leisure... expect usage to grow... as younger generation moves into higher-level positions... “
Additional information from Marketing Charts highlights other significant areas of the global executive market.
Senior executives’ preference for print may be tied to a lack of trust in journalistic integrity online. Just 5% say they are not concerned that online sources do not share traditional journalistic standards and fact checking practices. 17% say they are concerned, and therefore generally rely on print media.
Even so, one-third think standards vary by source rather than medium, and look for individual sources they can trust regardless of medium, while an additional 44% say they are concerned and consult multiple sources and media as a solution.
These executives are also heavily involved in digital and social reading/viewing activities, for both work and personal purposes:
Meanwhile, senior executives appear to be using their mobile devices mostly to check news (58%) and visit websites (52%). Among tablet owners:
Tablet owners are far more likely than mobile owners to use their device to shop online (64% vs. 25%), and: