Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Senior Execs Consume Both Traditional and New Media


Senior executives have a healthy appetite for a wide range of traditional and new media channels, according to a survey from Doremus and the Financial Times: Most surveyed execs still read business and trade information in printed formats, but they also use digital channels—such as online video, professional networking sites, and blogs—for work.

Though the consumption of traditional media hasn't declined significantly among the executive audience, various social and digital media have been added to the mix for work-related purposes:

  • 76% watch online video.
  • 71% view webcasts.
  • 65% use professional networking sites such as LinkedIn and Plaxo.
  • 63% read blogs.

Nearly six in ten executives (58%) use social networking sites for leisure, but only 27% do so for work purposes.

More than one in five execs use Twitter for work (22%), and 26% do so for leisure.

Social bookmarking, location-based apps, and publishing a personal blog have the lowest penetration among the executive audience, both for work and leisure.

Below, additional findings from the Doremus and Financial Times survey of global senior executives.

Execs' Consumption of Traditional Media

The executive audience continues to consume most traditional media in printed formats, or via a mix of print and digital media.

When reading general business magazines, 56% stick mostly to print, and 20% consume a mix of print and digital. Similarly, when reading industry magazines, 52% read print and another 20% read a mix of both print and digital formats.

When reading leisure magazines, 60% read print and 21% read a mix of both print and digital formats.

Mobile: Smartphones and Tablets

More than two-thirds of executives use their mobile devices for multiple digital activities, Doremus found. The most popular activities are checking the news (58%) and visiting websites (52%), and fully one-quarter use their phone for online banking (26%) and shopping (25%).

However, executives are doing even more on their tablets. The most popular activities are checking news (82%), visiting websites (79%), searching (76%), and downloading and using apps (76%).

Regarding age differences, virtually all smartphone activities are inversely correlated: Executives under age 45 are most active with their devices, and those age 55+ are the least active, according to the report.

Tablet use is also inversely correlated with age, although the differences are smaller.

Staying Connected 24/7

Executives are connected to work most of the time: 63% say they typically don't turn off their mobile devices at night or on the weekend, and 66% stay connected on vacations.

More than one-half of executives (52%) say their tablet is replacing their use of a PC or laptop; only 25% say their tablet is replacing their TV.

About the data: Findings from the annual Decision Dynamics report are based on a survey of 628 executives, representing a mix of company sizes and industries from North America, Europe, and Asia; the survey was conducted in October 2011.

Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Kirsten Wright Wed Mar 14, 2012 via web

    Great statistics - and solid proof to the point that social and traditional need to overlap. For brands with ideal clients in the 45+ age group who work at high level positions, social continues to prove it has access to that group!

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!