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Global Executives Insatiable Media Users

04 Apr 2012

According Decision Dynamics online survey, global executives at any given time of day, 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."


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 per cents). 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" declined by more than 10 per cent, while the use of Twitter increased by 13 per cent.


Hope Picker, Doremus Director of Strategic Research, said, "... use of many digital media is higher among the under-45 group than among older respondents... (but_ the 55-plus group appears to be pretty digitally savvy... using quite a few of the newer media both for work and for leisure... expect usage to grow... as younger generation moves into higher-level positions... "


Additional information from Marketing Charts highlights other significant areas of the global executive market.


Senior executives' preference for print may be tied to a lack of trust in journalistic integrity online. Just 5 per cent say they are not concerned that online sources do not share traditional journalistic standards and fact checking practices. 17 per cent say they are concerned, and therefore generally rely on print media.


Even so, one-third think standards vary by source rather than medium, and look for individual sources they can trust regardless of medium, while an additional 44 per cent say they are concerned and consult multiple sources and media as a solution.


These executives are also heavily involved in digital and social reading/viewing activities, for both work and personal purposes:


• 86 per cent say they either frequently or sometimes watch online video for leisure purposes
• 76 per cent do so for work.
• 71 per cent watch Webcasts
• 65 per cent professional networking sites
• 63 per cent blogs
• 51 per cent say podcasts are also popular for work purposes
• 58 per cent use social networking for leisure vs. 27 per cent for work purposes


Meanwhile, senior executives appear to be using their mobile devices mostly to check news (58 per cent) and visit websites (52 per cent). Among tablet owners:


• 82 per cent check news
• 79 per cent visit websites
• 76 per cent download applications
• 74 per cent use apps


Tablet owners are far more likely than mobile owners to use their device to shop online (64 per cent vs. 25 per cent), and:


• Manage their bank accounts (39 per cent vs. 26 per cent)
• Manage their investments accounts (26 per cent vs. 11 per cent)
• Only 9 per cent of both groups report using QR codes




• Two-thirds of senior executives say they to not turn off their work mobile device when on holiday, and 63 per cent do not turn it off at night or on the weekends. 26 per cent say they have separate mobile devices for business and leisure.
• Executives are partial to online sources that are tied to traditional media (86 per cent), while only 2 per cent say they prefer digital sources.
• Only 19 per cent of respondents seek out websites that share their political views, compared to 25 per cent who access websites that offer a variety of viewpoints, and 55 per cent who visit a mix.


Source: Mediapost

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