In October 2013, IPSOS released the 2013 US Business Elite survey results, revealing insights on the region's most influential decision makers.
According to this study:
o LinkedIn reaches almost half of Business Elite in the US monthly – more than any other social, international news or business sites measured.
o LinkedIn attracts the highest percentage (49%) of Purchase Decision Makers - those holding an average annual budget of $22m.
o Frequent travel, luxurious lifestyle, and a high-influence-high-standard outlook defines the business elite audience using LinkedIn.
Read the full report for more details on the U.S. Business Elite. See more stats on LinkedIn's C-Suite in this latest infographic: http://www.slideshare.net/LImarketingsolutions/the-american-business-elite-infographic
2. The American Business Elite represents senior
business leaders (C-Suites, Head of Department,
other senior Mgt.& Director/VP) from 70,388
American companies.
3. Summary
Business Elite –
LinkedIn reaches almost half of Business Elite in the US monthly –
more than any other social, international news or business sites
measured
LinkedIn attracts the highest percentage (49%) of Purchase
Decision Makers - those holding an average annual budget of $22m.
Frequent travel, luxurious lifestyle, and a high-influence-high-standard
outlook defines the business elite audience using LinkedIn.
C-Suite LinkedIn reaches more C-Suite in the US monthly than any other
social, international news or business sites measured
More than a third of LinkedIn’s C-Suite access it via a mobile device.
These are avid content seekers consuming content daily, on the go.
3
4. LinkedIn reaches almost half of Business Elite in the
US monthly, far more than any other site measured
47%
LinkedIn Reaches
267K+ Business Elite Monthly
227K+ (40%) Weekly
41%
33%
29%
24%
23%
20%
19%
13%
12%
7%
4
Source: Business Elite 2013, US. Relevant brands displayed
5. LinkedIn attracts the highest number of Business Elite
Purchase Decision Makers
49%
43%
LinkedIn Reaches
249K+ purchase
decision makers monthly
35%
30%
26%
25%
20%
20%
13%
13%
7%
5
Source: Business Elite 2013, US. Base: US BE purchase decision makers. Relevant brands displayed
6. On average LinkedIn’s Business Elite
users in the US are responsible for
$22 million
worth of business purchases annually
10
Source: Business Elite 2013, US
7. LinkedIn's Business Elite in the US travel frequently
for business & leisure…
43%
15 is the average number of flights taken in
the past 12 months
have travelled first/business class
in the past 12 months
4
Personal
46%
have spent over $3,000 per person
on a vacation in the last 12 months
11
Business
39 is the average number of nights spent
in hotels in the past 12 months
14
Personal
25
Business
7
Source: Business Elite 2013, US
8. LinkedIn’s Business Elite audience are business
influencers and strive for excellence
88% Influence people’s decisions & behaviours
83% Feel it is important that companies
are viewed as innovators in their field
82% Have volunteered themselves for
a good cause
75% Really enjoy finding out how
technology works
71% Pursue a life of
challenge, novelty and
change
8
Source: Business Elite 2013, US
9. LinkedIn’s Business Elite users are high earners and
enjoy a luxurious lifestyle
$414K
Is the average salary for LinkedIn’s BE
in the US
85%
Manage 3 or more investments
47%
Own luxury clothing/ accessories
1in 4
Own a vacation home
9
Source: Business Elite 2013, US
10. LinkedIn reaches more C-Suites in the US monthly
than any other news or business site measured
45%
LinkedIn Reaches
168K+ C-Suites Monthly
143K+ (38%) Weekly
38%
34%
34%
24%
23%
20%
19%
13%
7%
10
Source: Business Elite 2013, US. Base: US C-Suites. Relevant brands displayed
11. More than 1 in every 3 C-Suite connects to LinkedIn
via a mobile device
LinkedIn Mobile Reach
147K+ C-suites connect monthly
122K+ (33%) connect weekly
39.4%
39.3%
35.9%
25.8%
14.4%
11
Source: Business Elite 2013, US. Base: US C-Suites. Relevant brands displayed
12. LinkedIn C-Suites are avid content seekers
77%
access online content via a smartphone
daily
55%
access online content via a tablet
daily
50%
access news content via an app
on a smartphone/ tablet daily
12
Source: Business Elite 2013, US
14. Summary of the LinkedIn’s Business Elite & C-Suite
audiences in the US
LinkedIn’s
Business Elite
LinkedIn's
C-Suite
Average Net Worth
$2.2m
$2.8m
Average Salary
$414K
$534K
Purchase Decision Makers
93%
95%
Average value of Business Purchases
$22m
$25m
Business Traveler (Air)
88%
92%
51
52
Average Age
14
Source: Business Elite 2013, US. Base US C-Suite and Business elite using LinkedIn at least monthly
15. The Business Elite are few in number
Although the Business Elite only represent
0.4% (574,635) of US population they are
disproportionally influential relative to their
size.
BE: USA
574,635
General population
133m
This audience represents senior business
leaders (C-Suites, Head of
Department, other senior Mgt.& Director/VP)
in 70,388 American companies. The
universe includes industrial and commercial
companies with 250 or more
employees, other leading American
companies with 150-249 employees with
turnover in excess of $40 million, plus the
head offices of banks with assets of $500
million or more and insurance companies
with 150 or more employees.
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.
15
16. Background
The US Business Elite is an annual research study conducted by IPSOS among senior
business leaders in the US.
Objectives of the Business Elite survey:
Estimate the size and scope of the business elite audience
Measure their media consumption and business decision-making influence
Support campaign planning targeted at the most senior business executives
Methodology:
Companies are identified from business directories (e.g., Dun and Bradstreet)
Executives undergo a telephone screening
Executives fill out a questionnaire (Self-completion ) sent via mail
International news and Business sites measured in the survey:
Barrons.com, bbc.com, bloomberg.com , BBCAmerica.com, businessweek.com
, CFO.com, Chiefexecutive.net, cnbc.com, cnn.com, cnnmoney.com, TheDailyBeast.com, eco
nomist.com, finance.yahoo.com, forbes.com, foxbusiness.com, foxnews.com, ft.com
, GoogleNews.com, hbr.org, InstitutionalInvestor.com, Investors.com, Lonelyplanet.com, Mark
etwastch.com, Money.AOL.com, MSNBC.com, NationalGeographic.com, NewYorker.com, nyti
mes.com, reuters.com, TheStreet.com
, Time.com, USAToday.com, USNews.com, TheWeek.com, Wired.com, WSJ.com, Yahoo!New 16