Global Executives Tell Doremus/Financial Times: "In (Not All) Media We Trust."
Global executives from North America, Europe and Asia Pacific told Doremus, the business communications specialist, and the Financial Times, that they prefer to consume their news and information from a mix of print and online channels, as long as those channels have proven journalistic credentials.
- (1888PressRelease) April 15, 2011 - According to Decision Dynamics, an annual, global online survey conducted by Doremus, the business communications specialist, and the Financial Times, senior-level business executives prefer to consume their news and information from a mix of print and online channels, as long as their sources have proven journalistic credentials.
How They Get Their Info - Executives from small businesses prefer print when they read newspapers and trade pubs, whereas Asians prefer online, as do those under the age of 45.
Both older and younger executives spend an equal amount of time using digital media for work.
More than half of the entire group read blogs, watch online videos, and watch websites for leisure and for work.
More than half use social networking sites for leisure, but far fewer use social media for professional reasons. Community sites are among the most popular form of digital media used for work.
Very few respondents visit virtual worlds, use social bookmarking, or have a personal blog.
Hope Picker, Doremus Director of Research, said, "In years past, especially from surveys conducted in 2008 and 2009, we saw a significant increase in many forms of digital media, but this year it plateaued … a sign that marketers can reliably reach out to this audience through many and varied touch-points. Still, when online, media outlets with journalistic standards have an advantage."
Daniel Rothman, Director of Research in the Americas for the Financial Times, said: "A major theme of this year's Decision Dynamics survey has been 'who do you trust?' Media outlets created by professional journalists are preferred over user generated content sites three to one, and so we expect that they will remain relevant and vital to decision-makers in the global business community for years to come."
For more information about the current Decision Dynamics global survey, contact: Hope Picker (hpicker ( @ ) doremus dot com) dot
About Decision Dynamics. Since 2003, Doremus and the Financial Times have partnered to learn what senior-level executives around the world, from a mix of industries and company sizes, think about their local economies as well as the global economy; to ascertain their media consumption preferences; and to study their use of technology in their personal and professional lives. The current survey was conducted in late 2010 with over 500 respondents.
Doremus is a specialist in a world of generalists. With offices in New York, San Francisco, London, Frankfurt and Hong Kong, it specializes in business communications, helping companies align their communications with their business objectives. It does this by leveraging a unique understanding of the complexity of their industries and audiences, and translating that into compelling business-building solutions.
Doremus is a part of the Omnicom Group Inc. (NYSE: OMC).
Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
Marianne Flatley
Director of Public Relations
Doremus
212-366-3682
mflatley ( @ ) doremus dot com
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