Since 2003, senior executives have steadily increased their use of electronic media—so much so, that as of 2009 80% say within five years they will be consuming over half of their work-related media online and 60% say the same for leisure media, according to a Decision Dynamics Survey cosponsored by The Financial Times and Doremus.
More than half of executives surveyed say they have read blogs, viewed or sent streaming video, and watched webcasts in 2009, both for leisure and work. More than half also participated in community sites for work-related purposes.
Below, additional findings from the Decision Dynamics Survey.
Some New Media Gaining More Traction
The use of social bookmarking and community sites grew substantially in 2009: 45% of executives say they use social bookmarking, compared with 8% in 2008, and 60% say they use community sites, compared with 24% in 2008.
Also, 60% of executives use professional networking sites. Only 22% use social networking sites for business purposes, while nearly 50% use them for social purposes.
Less Popular: Time-Consuming Blogs
Media that is viewed as requiring a significant investment of time is less popular among executives. Just over 10% have a blog, although 31% contribute to other blogs and 69% read blogs overall.
Twitter has the lowest adoption rate among executives, with less than 20% using Twitter for leisure and less than 10% using it professionally.
Use of Mobile
Approximately half of executives use mobile to check news or visit a website. Significantly fewer executives in the US (19%) use mobile for banking and commerce than Asian executives (31%)."Within media there are clearly many channels," said Carl Anderson, CEO of Doremus. "This signals an opportunity for marketers to drill deep to better understand their target audience's preferences, especially among rapidly shifting digital media."
About the data: The Decision Dynamics Survey polled 470 senior executives worldwide and was cosponsored by The Financial Times and Doremus.
