The annual survey assesses the behaviour of senior business executives regarding media, travel and finance, canvassing 9,580 subjects across eight markets including Hong Kong, Singapore, Taiwan, South Korea, Indonesia, Malaysia, Thailand and the Philippines.
The research found that, although cuts had been made to business travel, executives had made little adjustment in other areas compared to last year. As well as continuing
to spend on high-end products, business decision-makers have not reduced their use of international print and broadcast media.
About 67 per cent of subjects were shown to read one or more international print publication, while 98 per cent said they had read the last issue of a printed magazine or newspaper. The Wall Street Journal Asia was shown to be the most widely read daily title with a 17 per cent share, while Time Warner’s Time emerged as the most popular weekly magazine, reaching 23 per cent of respondents (an increase of one percentage point on the previous year). TV viewership also remained relatively high, with 50 per cent claiming to have watched an international TV channel the day prior to participating in the survey. CNN was identified as the most popular channel with a reach of 29 per cent.
At the same time, the study highlighted a significant increase in digital uptake. In particular, reference to blogs had increased, with 49 per cent stating they had read one in the past month, and 11 per cent claiming to have contributed a posting in the same period. Some 63 per cent had visited an international media owner’s website within the past month (the most popular being Yahoo News, with a weekly reach of 33 per cent); 29 per cent had used social networking sites; and 27 per cent had accessed online content via a mobile device - an eightfold increase on 2006.
James Torr, Ipsos Media’s global client service and business development director, expressed little surprise at the group’s continued reference to more traditional media, describing the subjects as “a unique audience”.
“Traditional broadcast media is still extremely important among C-suite executives when looking for news and business information. That said, they are like ‘information sponges’, accessing information from lots of different places.”
GroupM’s regional CEO Mark Patterson added that the interest surrounding the financial crisis and US election had been “a factor behind the health of the numbers”.
However, a generational shift in media consumption remains a possibility. “In five years, we are potentially going to see a different picture,” predicted Mette Petersen, the survey’s project director. “The younger generation has grown up accessing information in a different way. Understanding how the current and future business leaders use and prioritise media preferences is key.”
This article was originally published in 24 September 2009 issue of Media.
The research found that, although cuts had been made to business travel, executives had made little adjustment in other areas compared to last year. As well as continuing
to spend on high-end products, business decision-makers have not reduced their use of international print and broadcast media.
About 67 per cent of subjects were shown to read one or more international print publication, while 98 per cent said they had read the last issue of a printed magazine or newspaper. The Wall Street Journal Asia was shown to be the most widely read daily title with a 17 per cent share, while Time Warner’s Time emerged as the most popular weekly magazine, reaching 23 per cent of respondents (an increase of one percentage point on the previous year). TV viewership also remained relatively high, with 50 per cent claiming to have watched an international TV channel the day prior to participating in the survey. CNN was identified as the most popular channel with a reach of 29 per cent.
At the same time, the study highlighted a significant increase in digital uptake. In particular, reference to blogs had increased, with 49 per cent stating they had read one in the past month, and 11 per cent claiming to have contributed a posting in the same period. Some 63 per cent had visited an international media owner’s website within the past month (the most popular being Yahoo News, with a weekly reach of 33 per cent); 29 per cent had used social networking sites; and 27 per cent had accessed online content via a mobile device - an eightfold increase on 2006.
James Torr, Ipsos Media’s global client service and business development director, expressed little surprise at the group’s continued reference to more traditional media, describing the subjects as “a unique audience”.
“Traditional broadcast media is still extremely important among C-suite executives when looking for news and business information. That said, they are like ‘information sponges’, accessing information from lots of different places.”
GroupM’s regional CEO Mark Patterson added that the interest surrounding the financial crisis and US election had been “a factor behind the health of the numbers”.
However, a generational shift in media consumption remains a possibility. “In five years, we are potentially going to see a different picture,” predicted Mette Petersen, the survey’s project director. “The younger generation has grown up accessing information in a different way. Understanding how the current and future business leaders use and prioritise media preferences is key.”
This article was originally published in 24 September 2009 issue of Media.
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