Executive Media Preferences
ACCordInG to tHe doreMuS And FINANCIAL TIMES
q4 2011 decision dynamics online survey, 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 counter-
parts, but only a quarter of the younger
age group read newspapers or maga-
zines “mostly online.”
While six out of 10 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, “pro-
fessional networking” was used most
often while at work, and “watching on-
line videos” had the highest frequency
of use during leisure time (both at
30 percent). A majority of those sur-
veyed watch online videos, read blogs,
and access webcasts/podcasts both for
leisure and for work.
percent, while the use of Twitter increased by 13 percent.
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 percent say they aren’t concerned that
online sources don’t share traditional
journalistic standards and fact-checking
practices. Seventeen percent 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 percent say they are concerned
and consult multiple sources and media
as a solution.
September 5-7, 2012
Sheraton Denver Downtown Hotel
Denver, CO
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