Worldwide Sr. Execs "Can't Get Enough" Media Says New Financial Times/Doremus Survey

March 12, 2009 - PRLog -- Senior-level executives around the world tune into some form of media throughout their work day, and are turning to digital media in their rare moments of leisure time.

These were among the findings from the latest Decision Dynamics study conducted by the Financial Times and Doremus, the global business communications agency.

The annual study, which launched in 2003, takes the pulse of over 300 senior executives representing a mix of industries and company sizes in North America, Europe and Asia.  

Younger execs prefer electronic media.
While two-thirds of those age 45 and younger said they got more of their information from electronic media than from “traditional” media (TV, print, radio), only about half of those age 55+ were able to make the same claim. But when asked to predict their own behavior five years from now, the results were similar for both age groups.

But the Internet does not meet all their needs.
While nine in ten of the respondents said they used the Internet to find information on specific topics, this preference was partly explained by their need for “up to the minute” information.

Conversely, three-fourths said that the Internet does not meet all their information needs. This supports the fact that print is still an essential media option for senior executives, with a majority still looking to print for in-depth analysis. They also said they paid more attention to print advertising.

Print outperforms in “leisure” media sector.
For the time being, print outperforms electronic media in the leisure sector. This could be attributed to the fact that leisure publications have high production values, which engage more of the senses, making them a more enjoyable read.  

But when asked to predict five years into the future, 60 percent of the respondents saw themselves consuming at least three-fourths of their leisure media online.  

Digital media is gaining ground …
More than half in the study read blogs, viewed or sent streaming videos, or watched webcasts for both leisure and for work.

…but that can’t be said for all media
Visiting virtual worlds, social book-marking and having a personal blog, all venues that require a dedicated and consistent amount of time, had almost no penetration with this busy group.

The older they are, the less likely to …
Use of streaming video, RSS feeds, social networking sites, community sites and social book-marking sites decreases with the age of the respondent.

And no ads on cell phones, please.
Seven in ten executives worldwide said they do not want advertising on their mobile phones. Those more open to the idea of cell phone ads said they expected discounts on their service in exchange. Asian execs were more open to cell phone advertising than their North American or European counterparts.

Chris Philip, Chief Experience Officer of Doremus, commented: “Right now, advertisers need to address their messages to an audience of senior executives that have a mix of media habits. Some grew up before the tech boom but learned to get comfortable with technology, and some are in their late thirties and early forties for whom technology is second nature. It will be interesting, as the younger executives move up the ranks, to see what forms of media they prefer. Smart advertisers should keep current and relevant as they watch media preferences unfold. Who knows? Print might someday be back in vogue.”    

For further information, please contact:

Marianne Flatley
Public Relations Director
Doremus
T: +1 212-366-3682
E: mflatley@doremus.com

Tom Glover
Deputy Director of Communications
Financial Times
T: +44 (0)20 7775 6840
E: tom.glover@ft.com

About the Financial Times:  

The Financial Times, one of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy.  Providing extensive news, comment and analysis, the newspaper is printed at 24 print sites across the globe, has a daily circulation of 432,944 (ABC figures, January 2009) and a readership of 1.3 million people worldwide. FT.com is the definitive home for business intelligence on the web, providing an essential source of news, comment, data and analysis for the global business community. FT.com attracts 7.1 million unique users, generating 72 million page views (ABCe figures, March 2008) and has over one million registered users.

About Doremus:

Doremus is a specialist in a world of generalists. With offices in New York, San Francisco, London, Hong Kong and Singapore, it specializes in business communications, helping companies align communications with their business objectives. It does this by leveraging a unique understanding of the industries and the audiences clients need to reach.

Doremus is a part of the Omnicom Group Inc. . Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

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Doremus is the global communications network that specializes in taking the complex and making it compelling.