1.
2013 Trends:
Reaching the American
Business Elite

2.
The American Business Elite represents senior
business leaders (C-Suites, Head of Department,
other senior Mgt.& Director/VP) from 70,388
American companies.

3.
Summary
Business Elite –
 LinkedIn reaches almost half of Business Elite in the US monthly –
more than any other social, international news or business sites
measured
 LinkedIn attracts the highest percentage (49%) of Purchase
Decision Makers - those holding an average annual budget of $22m.
 Frequent travel, luxurious lifestyle, and a high-influence-high-standard
outlook defines the business elite audience using LinkedIn.
C-Suite  LinkedIn reaches more C-Suite in the US monthly than any other
social, international news or business sites measured
 More than a third of LinkedIn’s C-Suite access it via a mobile device.
 These are avid content seekers consuming content daily, on the go.
3

4.
LinkedIn reaches almost half of Business Elite in the
US monthly, far more than any other site measured
47%
LinkedIn Reaches
267K+ Business Elite Monthly
227K+ (40%) Weekly
41%
33%
29%
24%
23%
20%
19%
13%
12%
7%
4
Source: Business Elite 2013, US. Relevant brands displayed

5.
LinkedIn attracts the highest number of Business Elite
Purchase Decision Makers
49%
43%
LinkedIn Reaches
249K+ purchase
decision makers monthly
35%
30%
26%
25%
20%
20%
13%
13%
7%
5
Source: Business Elite 2013, US. Base: US BE purchase decision makers. Relevant brands displayed

6.
On average LinkedIn’s Business Elite
users in the US are responsible for
$22 million
worth of business purchases annually
10
Source: Business Elite 2013, US

7.
LinkedIn's Business Elite in the US travel frequently
for business & leisure…
43%
15 is the average number of flights taken in
the past 12 months
have travelled first/business class
in the past 12 months
4
Personal
46%
have spent over $3,000 per person
on a vacation in the last 12 months
11
Business
39 is the average number of nights spent
in hotels in the past 12 months
14
Personal
25
Business
7
Source: Business Elite 2013, US

8.
LinkedIn’s Business Elite audience are business
influencers and strive for excellence
88% Influence people’s decisions & behaviours
83% Feel it is important that companies
are viewed as innovators in their field
82% Have volunteered themselves for
a good cause
75% Really enjoy finding out how
technology works
71% Pursue a life of
challenge, novelty and
change
8
Source: Business Elite 2013, US

9.
LinkedIn’s Business Elite users are high earners and
enjoy a luxurious lifestyle
$414K
Is the average salary for LinkedIn’s BE
in the US
85%
Manage 3 or more investments
47%
Own luxury clothing/ accessories
1in 4
Own a vacation home
9
Source: Business Elite 2013, US

10.
LinkedIn reaches more C-Suites in the US monthly
than any other news or business site measured
45%
LinkedIn Reaches
168K+ C-Suites Monthly
143K+ (38%) Weekly
38%
34%
34%
24%
23%
20%
19%
13%
7%
10
Source: Business Elite 2013, US. Base: US C-Suites. Relevant brands displayed

11.
More than 1 in every 3 C-Suite connects to LinkedIn
via a mobile device
LinkedIn Mobile Reach
147K+ C-suites connect monthly
122K+ (33%) connect weekly
39.4%
39.3%
35.9%
25.8%
14.4%
11
Source: Business Elite 2013, US. Base: US C-Suites. Relevant brands displayed

12.
LinkedIn C-Suites are avid content seekers
77%
access online content via a smartphone
daily
55%
access online content via a tablet
daily
50%
access news content via an app
on a smartphone/ tablet daily
12
Source: Business Elite 2013, US

13.
Appendix
13

14.
Summary of the LinkedIn’s Business Elite & C-Suite
audiences in the US
LinkedIn’s
Business Elite
LinkedIn's
C-Suite
Average Net Worth
$2.2m
$2.8m
Average Salary
$414K
$534K
Purchase Decision Makers
93%
95%
Average value of Business Purchases
$22m
$25m
Business Traveler (Air)
88%
92%
51
52
Average Age
14
Source: Business Elite 2013, US. Base US C-Suite and Business elite using LinkedIn at least monthly

15.
The Business Elite are few in number
Although the Business Elite only represent
0.4% (574,635) of US population they are
disproportionally influential relative to their
size.
BE: USA
574,635
General population
133m
This audience represents senior business
leaders (C-Suites, Head of
Department, other senior Mgt.& Director/VP)
in 70,388 American companies. The
universe includes industrial and commercial
companies with 250 or more
employees, other leading American
companies with 150-249 employees with
turnover in excess of $40 million, plus the
head offices of banks with assets of $500
million or more and insurance companies
with 150 or more employees.
As well as being a key audience for B2B
marketing, they also represent the key to
profitability for sectors such as
finance, luxury goods and cars, airlines and
hotels.
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16.
Background
The US Business Elite is an annual research study conducted by IPSOS among senior
business leaders in the US.
Objectives of the Business Elite survey:
 Estimate the size and scope of the business elite audience
 Measure their media consumption and business decision-making influence
 Support campaign planning targeted at the most senior business executives
Methodology:
 Companies are identified from business directories (e.g., Dun and Bradstreet)
 Executives undergo a telephone screening
 Executives fill out a questionnaire (Self-completion ) sent via mail
International news and Business sites measured in the survey:
Barrons.com, bbc.com, bloomberg.com , BBCAmerica.com, businessweek.com
, CFO.com, Chiefexecutive.net, cnbc.com, cnn.com, cnnmoney.com, TheDailyBeast.com, eco
nomist.com, finance.yahoo.com, forbes.com, foxbusiness.com, foxnews.com, ft.com
, GoogleNews.com, hbr.org, InstitutionalInvestor.com, Investors.com, Lonelyplanet.com, Mark
etwastch.com, Money.AOL.com, MSNBC.com, NationalGeographic.com, NewYorker.com, nyti
mes.com, reuters.com, TheStreet.com
, Time.com, USAToday.com, USNews.com, TheWeek.com, Wired.com, WSJ.com, Yahoo!New 16