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Doremus/Financial Times survey tracks media consumption habits among top global executives.
Study finds global executives consuming all forms of media, all the time.
As in previous years, the latest survey shows that 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.
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.”
Digital and social media play a significant role in media consumption.
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”
Hope Picker, Doremus Director of Strategic Research, said, “While use of many digital media is higher among the under-45 group than among older respondents, even the 55-plus group appears to be pretty digitally savvy and are using quite a few of the newer media both for work and for leisure. As the younger generation moves into higher-level positions, we can expect usage to continue to grow.”
Daniel Rothman, Director of Research in the Americas for the Financial Times, said, “As high-powered global executives consume media at virtually all times of day and their choices in formats expand, there is a clear opportunity to reach them through a growing number of platforms. FT research shows that cross-channel brand and advertising campaigns are the most effective way to get through to a target audience.”
For more information about the current Decision Dynamics global survey, contact: Hope Picker (firstname.lastname@example.org)
About Decision Dynamics - Since 2003, Doremus and the Financial Times have partnered to learn what senior-level executives around the world, from a mix of industries and company sizes, think about their local and the global economy, to ascertain their media consumption preferences and to study their use of technology in their personal as well as their professional lives. The current survey was conducted in late 2010 with over 500 respondents.
About Doremus is a specialist in a world of generalists. With offices in every major business center: New York, San Francisco, London, Frankfurt and Hong Kong, it specializes in business communications, helping companies align their communications with their business objectives. It does this by leveraging a unique understanding of the complexity of their industries and audiences, and translating that into compelling business-building solutions. Doremus is a part of the Omnicom Group Inc. (www.omnicomgroup.com)
About Diversified Agency Services - Diversified Agency Services (DAS), a division of Omnicom Group Inc. , manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc. - Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.