Seven in ten global executives believe that 'mobile technology is breaking down the boundaries between work and leisure'.
Business Elite show more 'trust and respect' for social media tools.
LONDON, 11 December 2014 – CNBC, the leading business and financial news network, today released the results of its new Mobile Elite survey, an annual research report which tracks the usage and impact of mobile devices amongst business executives. For the first time this year's survey has been extended to cover Europe, Asia and the U.S.
CNBC's Mobile Elite 2014 study shows that access to business and leisure content everywhere via mobile devices is blurring the parameters between the working week and weekend. Seventy percent of executives surveyed, more than ever before, now agree that mobile technology use invades time between work and leisure, with six in ten accessing business content via their mobile device over the weekend.
Mike Jeanes, Director of Research, EMEA at CNBC said, "This new wave of global research reveals that the Business Elite are consuming more business content over the weekend. Mobile is blurring the boundaries between work and leisure, as the consumption of business content over the weekend becomes commonplace. This change presents an opportunity for media owners and advertisers alike."
The consumption of business content is still highest during weekday mornings and in Europe there is an additional evening spurt among executives who are monitoring the US financial markets.
The synergies between TV and tablets are increasingly evident in 2014 with 80% of US executives claiming to watch TV at the same time as using their tablet, compared with 71% in Europe and 70% in Asia. Fifty six percent of global executives use their mobile device as a direct result of watching TV. Type of action taken as a result of seeing TV content ranges from web browsing for products or services (69%), purchasing products, stocks or shares (55%) and responding to advertising (42%).
2014 also shows a significant jump in social media use amongst European business executives to 97%. This growth is fuelled by LinkedIn, which increased from 58% in 2013 to 66% in 2014, and Twitter use grew from 43% to 52%. Facebook has remained relatively stable and LinkedIn use overtook Facebook in Europe for the first time.
The importance of social media in business continues to grow and is highest in Asia. In Europe 61% claim to use social for a variety of business related functions (vs. 58% in 2013 and 53% in 2012). Top scoring business applications include interacting with clients and customers (37% vs. 31% in 2013), building brand presence among social network communities (34% vs. 27% in 2013) and tracking industry trends, which showed the highest year-on-year increase in Europe (22% in 2013 to 31% this year).
LinkedIn consolidates its number #1 position in Europe as a 'useful business and recruitment tool' (59%) and also scores highest for 'respected brand' (64%). Facebook now also now ranks #1 at the expense of Twitter for 'useful marketing tool' among Europe's Business Elite. Twitter registered its highest score to date among European executives for 'use for both work & leisure' (55%) increasing from 32% in 2013.
As for device preference, Android penetration in Europe has overtaken iPhone among European executives for the first time in five years, growing from 35% in 2013 to 50% in 2014. Blackberry usage declined to 15% from 19% in 2013.
A white paper summarising the results of Mobile Elite 2014 is available upon request from mike.jeanes@cnbc.com in CNBC's research department.
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For more information, or infographic, please contact:
Hugo Foulds, Director of Communications, EMEA
hugo.foulds@cnbc.com
D: +44 (0)20 7653 9398
About CNBC's Europe's Mobile Elite 2014
First commissioned in 2010, Mobile Elite 2014 is the fifth wave in a series of surveys among business executives tracking the impact of the mobile revolution on their personal and working lives. In September 2014, CNBC extended the regional coverage to Asia and the US capturing over 600 online interviews across the three regions. Independent research agency T-Poll managed the survey in Europe and the US, and GMI in Asia. Mobile Elite 2014 collates the data into a single global dataset, enabling regional profiling comparisons against a global average.
#MobileElite infographic is available here.