NEW YORK, NY – America’s senior executives often use all media channels, including digital media, for their information needs, according to the results of Ipsos MediaCT’s The Business Elite Study.
“Top executives are heavy users of what we think of as traditional media, such as television, newspapers, and magazines, but they are also getting more deeply into the digital space, not only the Internet itself, but streaming video, blogs, podcasts, and the like,” said Ipsos MediaCT Vice-President Hugh White.
The top executives in America’s leading companies agree that the Internet is a valued source for information, but almost half (47%) say “the Internet has made little difference in their reading of business publications.” At the same time, using a publication’s website is part of the daily routine for about two out of five (38%).
The Internet and business magazines lead as the main source executives turn to first for help in business. However, there are healthy percentages for national newspapers and local papers.
The top websites visited by U.S. business executives are news-oriented sites, including the largest portals and search engines, followed by cable news and newspaper sites.
America’s business elite are also embracing other forms of new media and technology with more than half (58%) of all business executives buying goods and services on the Internet.
More than one-third (35%) of CEOs have used a DVR or TIVO to record or playback a TV program in the past month, and almost one-third watched video-on-demand. Executives at the top also know that keeping up with the latest technology is vital to the success of their businesses.
The Business Elite Study explores the media habits, attitudes, opinions, and business and personal purchasing habits of the highest echelon of America’s business community. In the past two years, the study has tracked the adoption of the Internet by business executives, with significant growth in usage of print media websites. It also shows that the Internet has not reduced executive’s use of other types of media, such as TV.
Some 2,390 responses to the survey questionnaire were collected. This sample size can be used to project the attitudes, behaviors, and consumption patterns of the survey universe, according to Ipsos MediaCT.
