2. Background
The European Business Elite is an annual research study conducted
by IPSOS among senior business leaders in Europe.
The objectives of the Business Elite survey are to:
1. Estimate the size and scope of the business elite audience;
2. Measure their media consumption and business decision-
making influence
3. Support campaign planning targeted at the most senior business
executives
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3. 3
The Business Elite are senior business leaders
(C-Suites, Head of Department, other senior Mgt.&
Director/VP) from across Europe who sit in
industrial and commercial companies with 250 or
more employees and if the company turnover is
greater than £40m the threshold is reduced to
150+ employees
4. Executive Summary
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LinkedIn reaches more Business Elite in Europe than any
other site measured
LinkedIn reaches more C-Suites in Europe than any news
or business site
36% of C-Suites connect to LinkedIn monthly via a mobile device
C-Suites rank LinkedIn No.1 as the most important website for their
job and access content daily
On average LinkedIn’s European Business Elite control annual budgets
worth €9.6 million
LinkedIn’s Business Elite are high earners and enjoy a luxurious
lifestyle
5. LinkedIn reaches more Business Elite in Europe
monthly than any other site measured
2%
3%
3%
5%
5%
8%
9%
9%
13%
22%
24%
44%
47%
CNNMONEY.COM
FORBES.COM
CNBC.COM
WSJ.COM
NYTIMES.COM
ECONOMIST.COM
CNN.COM
REUTERS.COM
FT.COM
TWITTER.COM
BBC.COM
FACEBOOK.COM
LINKEDIN.COM
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Source: Business Elite 2013, Europe
LinkedIn monthly reach
LinkedIn Reaches
202K+ of the BE Monthly
166K+ (38%) Weekly
96K+ (22%) Daily
6. LinkedIn reaches 44% of C-Suites in Europe, which is
more than any other news or business site measured
1.8%
1.8%
3.0%
3.6%
5.4%
5.5%
7.5%
10.1%
13.3%
24.0%
44.0%
CNNMONEY.COM
CNN.COM
FORBES.COM
CNBC.COM
NYTIMES.COM
WSJ.COM
ECONOMIST.COM
REUTERS.COM
FT.COM
BBC.COM
LINKEDIN.COM
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Source: Business Elite 2013, Europe
Base: C-Suites
LinkedIn monthly reach
LinkedIn Reaches
113K+ of C-Suites Monthly
92K+ (36%) Weekly
52K+ (21%) Daily
7. 36% of C-Suites connect to LinkedIn monthly via a mobile
device
2%
5%
7%
12%
18%
36%
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Source: Business Elite 2013, Europe
Base: C-Suites Monthly LinkedIn reach via phone or Tablet
92,000 C-suites
visit LinkedIn monthly via a mobile
device
77,000 (30%) visit weekly
44,000 (17%) visit daily
8. C-Suites rank LinkedIn No.1 as the most important
website for their job and access content daily
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36% visit a Social networking
site daily
69% access online
content via a smartphone daily
55% access online
content via a tablet daily
52% access news content
via a smartphone or tablet daily
Source: Business Elite 2013, Europe
Base C-Suite
C-Suites see LinkedIn as the most important website for their
job
9. 9
Manage at least 3 personal investments
9
3in5
40% Own luxury clothing and accessories
LinkedIn’s Business Elite users are high earners and
enjoy a luxurious lifestyle
26% Own a second house
€163K Is the average salary for LinkedIn’s BE
in Europe
Source: Business Elite 2013, Europe
LinkedIn monthly reach
10. On average LinkedIn’s Business Elite
users are responsible for €9.6 million
worth of business purchases annually
Source: Business Elite 2013, Europe
LinkedIn monthly reach
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11. LinkedIn's Business Elite in Europe are frequent travellers
for business & leisure…..
38%
have travelled first/business class
in the past 12 months
2in5
have spent over €3,000 per person
on a holiday
16 18
34 is the average number of nights spent in
hotels in the past 12 months
Personal Business
4 11
15 is the average number of flights taken for business
in the past 12 months
Personal Business
Source: Business Elite 2013, Europe
LinkedIn monthly reach
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12. LinkedIn’s Business Elite audience are business influencers
and early adopters
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Source: Business Elite 2013, Europe
LinkedIn monthly reach
93%
Pursue a life of challenge, novelty and change
85%
Influence people’s decisions & behaviours
75%
Enjoy engaging on international news and
affairs
69%
Really enjoy finding out how technology
works
35%
People come to me first for
advice on global trends
14. Summary of the European Business Elite & C-Suite
audiences
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Average
Business Elite
LinkedIn’s
Business
Elite
LinkedIn's
C-Suite
Average Net
Worth
€869K €741K €921K
Average Salary €165K €163K €181K
Average value of
Business
Purchases
€9.8m €9.6m €11.5m
Business
Traveller
62% 69% 75%
Average Age 47 45 46
Source: Business Elite 2013, Europe
LinkedIn monthly reach
15. The Business Elite are few in number
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BE: EUROPE
General population
331m
435,112
Although the Business Elite only represent
0.13% (435,112) of Europe’s population
they are disproportionally influential
relative to their size
This audience represents senior business
leaders in 59,435 companies in 17
European countries. The universe includes
industrial and commercial companies with
250 or more employees, other leading
European companies in terms of £40
million turnover with 150-249 employees,
plus the head office of banks and
insurance companies.
As well as being a key audience for B2B
marketing, they also represent the key to
profitability for sectors such as finance,
luxury goods and cars, airlines and hotels
BE: Europe 17 Countries
16. How surveys are conducted
Identify companies from business directories
IPSOS MORI use companies such as Dun and Bradstreet to identify companies with
250+ employees and if their turnover is greater than £40m we lower the threshold to
150+ employees
Executives via telephone screening
IPSOS MORI call the identified company and verify the companies eligibility.
They ask for the most senior person’s name plus another job function randomly
selected from a list.
Paper self-completion questionnaire
A paper self-completion questionnaire is then sent to the respondents, with a covering
letter giving a URL address so the respondent also has the option to complete online.
The equivalent to €5 is also included and we suggest they give this to charity; this is
viewed as a trust building exercise.
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