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Global BusinessInfluencers2016 SURVEY
Source: GBI 2016: Asia, China, Europe and USA
The Ipsos Global Business Influencers (GBI) survey is the world’s leading study tracking the
media, business, financial, luxury and travel habits of the most senior global business executives. GBI is
the industry currency survey for reaching and understanding this audience globally
across 16 countries.
The Global Business Influencers surveyis a globally harmonised syndicated media and insights survey which adapts to the changing media and business environment we exist within.
For over 40 years we’ve been
researching and understanding business
audiences and there continues to be
a need from advertisers, agencies
and media owners to be able to
understand, reach and communicate
with this audience. The Global Business
Influencers survey allows you to do this.
Global Business Influencers are majority
c-suite and being the most senior
business people in companies with
50+ employees, are a niche audience
representing less than 1% of the
population.
Taking into account their spending
power, net worth, and budgets they
control, they are disproportionately
important for B2B marketers and
represent the key to profitability for
sectors such as finance, luxury goods
and cars, airlines and hotels.
The Global Business Influencers survey
can help you reach and understand
this important audience, providing
vital insight into their lives. The Global
Business Influencers survey’s key
characteristics allow you to do this:
• Brand-centric media measurement
and engagement
• Insight into their business, travel,
financial, luxury and lifestyle habits
• Global coverage across 16 key
markets in Asia (including China),
Europe and the USA
• Harmonised content across regions
• Annual release of data
Source: GBI 2016: Asia, China, Europe and USA
SAMPLINGGBI is conducted entirely
online with sample sourced
from Ipsos panel partners. The
target sample is pre-identified
by each sample provider and
potential participants receive
an email invitation to take part
in the survey.
They then undergo a screening
process to check their eligibility
for the survey. This includes
questions on their job function,
job responsibilities, industry
sector of their company,
company size, age and region.
Participants who did not meet
the eligibility criteria were
screened out.
QUESTIONNAIREParticipants in each country
could respond in either English
or local language where
applicable. An optimised
questionnaire version was
available for users who
wished to respond on their
smartphone or tablet.
The GBI questionnaire follows
a brand-centric audience
measurement approach
measuring brand reach across
the different devices which can
be used to access the brand.
All brands are identified by their
logo, the printed brand name
and the name of the brand’s
web-domain.
FIELDWORKFieldwork started on 11th May
2016 and continued until 29th
June 2016. A total sample of
9,016 interviews across the USA,
Europe, Asia and China has
been achieved.
UNIVERSEThe overall GBI universe
comprises a total of 1,871,954
individuals.
Methodology
Source: GBI 2016: Asia, China, Europe and USA
25-34
35-44
45-54
55+
Demographic & profile
Content of the survey
Demographics:• Age• Gender• Education• Salary
Business• Job title• Company size• Industry• Business decision
making• International
Travel• Air travel• Hotel stays• Destination
of travel
Personal finance• Investments• Net worth• Property
Luxury• Watches• Jewellery• Arts & antiques• Clothes & accessories• Fine wine/Liquor• Cars• Yachts
20%71%are male
US$453,620 Average
household income
Bachelor’s degree
MBA
MA/MSc/ PhD/DPhil
61%
26%
26%
Personal interests• Hobbies• Sports
29%are female
Age
29%29%
22%
Source: GBI 2016: Asia, China, Europe and USA
Media• Brand• Print• TV• Desktop/Laptop• Smartphone• Tablet
Global Business Influencers are avid
and heavy consumers of all media. When accessing
content they do so via multiple media brands, across many platforms.
Media
minutes is the average time they spend with a media brand when consuming content
Source: GBI 2016: Asia, China, Europe and USA
Total brand reach across platforms
Any platform TV set Mobile phone Total digitalPrint Laptop Tablet Total mobile
99.6%
92.3%89.2%
96.4%
87.9%
76.3%
97.6%
90.6%
Reading example: In the past 30 days, Global Business Influencers read or access on average 4.7 different international publications.
Reading example: 92.3% of Global Business Influencers accessed printed content from any media brand.
Average number of brands from which content was
consumed in the last month
Any national publication
Any international digital media brand
Any international TV media brand
Any international publication
Any international media brand
Any media brand15.7
12.6
4.73.5
3.14.3
Source: GBI 2016: Asia, China, Europe and USA
BusinessActivities
Global Business Influencers are the most senior executives in companies with 50+
employees, representing a wide range of industry sectors. They
are the main decision makers who hold
the biggest budgets.
Industry& sector
Primary/public utilities Manufacturing/engineering Services Finance
35%3% 6%56%
Source: GBI 2016: Asia, China, Europe and USA
Total budget by industry (top 5):
Company size (employees)
US$355 billionComputers/Printers/
Other hardware
US$354 billionSoftware/
Software services
US$315 billionNetworks/Data
communications and security
US$313 billion Domestic banking/Financial
services
US$294 billion Business
premises/Company relocation
21 3 4 5
76% 65% 52% 44%
Overall AsiaUSA ChinaEurope
65%
TotalBudgetUS$6.2 trillion
50-249
45%
C-suite250-999
31%
1,000-4,999
15%
5,000+
9%
Source: GBI 2016: Asia, China, Europe and USA
are millionaires
Global Business Influencers have wide and varied investment portfolios. They are savvy investors who have accumulated an average net worth of US$1.5m. They appreciate the finer things in life and are thus big consumers of luxury.
Finance& Luxury
Invest in property in the next year
Won’t invest in property in the next year
Undecided whether to invest in property in the
next year26%
46%
28%
Source: GBI 2016: Asia, China, Europe and USA
30% in the US are
millionaires
25% in Europe are
millionaires
39% in China aremillionaires
31% in Asia aremillionaires
Luxury
Currently own Intend to purchase in the next year
A watchworth US$5,000+
A piece of fine jewellery worth US$5,000+
Arts & antiques worth US$10,000+
Fine wine/Champagne/Premium liquor worth US$2,500+
Premium car worth more than US$80,000
Luxury clothing and footwear worth US$2,500+
Bags and stationery worth US$2,500+
18% 16%
35%25% 27%33%
20% 18%
28%35%
26% 26%
12% 12%
Private banking
Corporate/Government bonds
Precious metals
Commodities
Fine Art
19%
19%
12%
13%
Net worth and investments
39%
Source: GBI 2016: Asia, China, Europe and USA
return air trips for business in the last year
On average they have taken
Global Business Influencers fly regularly and in luxury, at the front of the plane – staying at the best hotels when at their destination. Their competitive nature transcends into their personal lives with many involved in sporting activities.
Travel & Personal Interests
Source: GBI 2016: Asia, China, Europe and USA
Personal Interests
Number of return air trips taken
Travel68%
53% 27% 8%
54% 35% 34% 33%Technology Museums and
art galleriesDining out
Football48% 31% 30% 30% 23%
Basketball Tennis Golf Baseball
Wine tasting
5+ 10+ 20+
60%fly first or business class
on business trips
58%stay in four or five star
hotels when travelling
for business
Most popular hobbies/interests
Most popular sports
Source: GBI 2016: Asia, China, Europe and USA
Sponsors & Team Contacts
James TorrSenior Director
Matthias Gitschel Research Director
Eda KoraySenior Research Executive
Supported by
Team and contact information
