European Business Readership Survey

The latest in the 19 year series, European Business Readership Survey (EBRS) 2002, provides planners with fresh data on Europe's senior executives. These 423,000 executives at Europe's largest companies comprise an elite 0.2% of the adult population. In addition, the second CEBRS extends coverage to 37,000 Central European executives.

A quarter (24%) of EBRS executives are managing directors or more senior, and for a third (34%) strategic planning is a main area of responsibility. Reflecting the size and scope of their companies, 31% are involved in strategic decisions internationally. The vast majority (89%) are involved in business purchases, and nearly three quarters (71%) feel that senior management are increasingly hands on in purchase decisions. These executives are also high earners, the average annual personal income being 119,000 Euros.

Almost half (47%) read an international publication, maintaining the level of EBRS 2000, and half regard newspapers and magazines as the most reliable source for international news, ahead of TV (24%), radio (14%) and the Internet (10%). Half (48%) use online publications for business purposes, with 12% paying for online business information, and 47% use the Internet for other business information.

The emergence of Central Europe (Poland, Czech Republic and Hungary) as an important market is reflected in the growth of the CEBRS universe (13% higher than in 2000). CEBRS 2002 finds that Central European executives, in comparison with those in Western Europe, are more likely to work in the manufacturing sector (72% versus 43%). They are as involved in business purchasing (91%), and internationally tend to be focused on the neighbouring EU market, 50% doing business there. Over a third (35%) read international publications, and 41% regard newspapers and magazines as the most reliable source for international news.

Roger Gane, Managing Director of Ipsos-RSL, comments 'We are delighted to once again provide the media industry with the currency for planning on senior business targets across Europe. It is pleasing that CEBRS for Central Europe is now an established part of the offering'.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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