Global Executives Study

Amount of time spent on news consumption each day

75% of executives spend at least 30 minutes consuming news each day.

36%
Over
an hour
5%
Less than 15 mins
20%
15-30
min
39%
30-60
min

Amount of time spent on news consumption each day,
by industry

Media and
advertising
Finance
Consulting
Tech
30 minutes
or more
An hour
or more

Time of day most focused on news

60% of executives are most focused on news in the morning, particularly upon waking.

  • 44%
    Upon waking up
  • 9%
    Morning commute
  • 7%
    Getting to the office
  • 2%
    Middle of the day
  • 1%
    Evening commute
  • 5%
    At night
  • 30%
    Throughout the day
  • 30% check news throughout the day.

Device most used to consume news

61% of executives primarily use mobile devices to consume news; only 5% report reading a newspaper or turning on the TV first.

41%
Phone
20%
Tablet
30%
Computer
4%
Radio
3%
Print
2%
TV

First three news sources checked each day
(multiple selections allowed)

60% of executives read an email newsletter as one of their first three news sources they check daily--more than twice as high as news apps.

Top sources of industry-specific news

To keep up with news in their industry, executives rely heavily on email newsletters, general news sites, and industry-specific news sites.

Top three sources of industry-specific news, by industry

Finance executives

General
news sites

Email
newsletters

Industry
news sites

Tech executives

Industry
news sites

Email
newsletters

General
news sites

Media and advertising executives

Industry
news sites

Email
newsletters

General
news sites

Consulting executives

Industry
news sites

Email
newsletters

General
news sites

Share of executives who would share work-related content if they found it to be valuable

91%
Tech executives
91%
Overall
93%
Media and advertising executives
89%
Consulting executives
91%
Finance executives

Device most often used to share content, by industry

Executives share on mobile and desktop devices about evenly, with 47% predominantly sharing on mobile devices and 48% on desktop.

Overall

Phone

Tablet

Computer

Varies

Finance

Phone

Tablet

Computer

Varies

Tech

Phone

Tablet

Computer

Varies

Media and advertising

Phone

Tablet

Computer

Varies

Consulting

Phone

Tablet

Computer

Varies

Top sharing platforms (multiple selections allowed)

Sharing vs. sourcing content, by social media platform

Executives are more likely to use social media for sharing rather than sourcing content. LinkedIn is used for sharing more than twice as much as for sourcing news.

Share of executives who pay for print vs. use print as a primary news source

61% subscribe to newspapers and magazines, but only 3% use them as a primary news source.

Finance
executives
Overall
Tech
executives
Consulting
executives
Media
and advertising
executives

Share of executives who pay for digital news

37% of executives pay for digital news; executives in the finance industry are more likely than others to pay.

Overall

Finance
executives

Consulting
executives

Media and
advertising
executives

Tech
executives

Primary reasons that executives pay for digital news
(multiple selections allowed)

46%
Brand
reputation
45%
Access to
exclusive
information
41%
Quality of
journalism
23%
Unobtrusive
ads
7%
Inertia
5%
No ads

Share of executives who follow brands on social media, within and outside of their industries

About half of executives follow brands both
within and outside of their industries.

Share of executives interested in content from brands

86%
Overall
89%
Tech
executives
89%
Media and
advertising
executives
88%
Consulting
executives
82%
Finance
executives

Branded content topics of greatest interest to executives (multiple selections allowed)

Industry
analysis
68%
Company
products and
innovations
58%
Leadership
insights
43%
Growth
stories
25%
Perspectives on
social issues
23%

Industry analysis, new products and innovations, and leadership insights are the leading topics of interest to executives.

Last digital ad format recalled

Sponsored content is more than twice as likely to be
remembered as banner ads, and 4.7 times more likely to be
remembered than full-screen takeovers. Video and sponsored
content are the most memorable digital ad formats.

Sponsored content
Video

12%

Banner

6%

Full-screen
banner

5%

Other

Device the last recalled ad was viewed on

Ads on mobile sites are more than twice as likely to be remembered than those in native apps. Desktop ads are slightly more memorable than
mobile ads.

58%
Computer
42%
Mobile device
72%
On mobile
sites
28%
In native
apps

Mobile ad viewability and engagement

About half of executives notice mobile ads but only 27% of those who do interact with them on purpose, creating a significant opportunity for brands to more effectively engage this audience.

50%

of executives notice
mobile ads
41%
do not
interact
31%
interact by
accident
or to close it
27%
interact
with the ad
intentionally