In our annual “Decision Dynamics” online survey with the Financial Times of over 500 senior level executives from around the globe, we found that the use of mobile devices has dramatically increased during the past year, particularly when used for online banking and shopping.
Younger Executives Take the Lead - Nearly 80% of those under age 45 visit websites (including search engines, online retailers and banking sites), and watch videos on their mobile devices. Those over 55 are more likely to use mobile phones exclusively for making calls or emails.
Blackberry use increases with company size (suggesting many executives are using company-issued devices). But, once again, age plays a factor. Those over 55 are less likely to use a Blackberry or iPod/MP3 player. (However, this group has the highest use of digital cable.)
The Electronics They Own – Senior executives age 45 and under are more likely to have a video gaming system at home. (This could be due to having younger children in the household.)
Men in the survey were more likely than women to own CD-burners, handheld video games, smart-phones, DVD recorders, home video game systems, and HDTVs.
Technology Use: % Using Regularly
Which of the following do you use regularly at work? At home?
Hope Picker, our Director of Research, observed that, “Smart-phones are a promising avenue for marketers wanting to reach this hard-to-reach group. Though most apps are downloaded for leisure use, there is an opportunity here for marketers. The right business content or the right app could resonate with this global audience.”
Daniel Rothman, Director of Research in the Americas for the Financial Times, said, “This year’s Decision Dynamics survey reflects how senior executives around the globe are increasingly using an array of devices to connect and access media. Now more than ever, marketers can use these multiple touch-points to reach this executive, jet-setting audience. At the FT, mobile devices are driving 15 percent of new digital subscriptions to FT.com, and we’ve found that mobile readers are particularly engaged.”
For more information about the current Decision Dynamics global survey, contact Hope Picker.