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Ipsos Reveals British Business Habits
The results of the 2005 British Business Survey (BBS) announced today by Ipsos reveal a UK business elite that watches far less TV than the rest of the country, continues to rely heavily on traditional print media, but also leads the way in the use and ownership of technology.
The study aims to help advertisers to reach business spenders and 'upmarket' consumers. The results claim to represent a universe of 1.55m top business people, with an average annual income of £53,900, an average age of 43, and an average share portfolio of £62,000. Of this universe, 74% are male, 53% live in London and the South East, 66% are corporate managers, and two in three are involved in business purchase decisions. Over half are expenditure budget holders, with an average budget of £700,000, meaning the group as a whole has business purchasing power of more than £1 billion
Findings include the following:- 45% read quality daily newspapers (vs 11% of all UK adults)
- 84% listen to BBC radio stations (vs 60%)
- 65% listen to commercial radio (vs 48%)
- Just 57% watch TV everyday (vs 89%)
- Only 25% are heavy viewers of commercial TV (vs 33%)
- 85% own a DVD-player (vs 66%)
- 77% own a digital camera (vs 33%)
- 33% own an MP3 player (11%).
The most popular daily papers are the Times at 21.9% (3.7% of all UK adults), the Mail at 21.8% (12%), and the Telegraph at 13% (4.6%). The most favoured weekly magazine is the Economist, read by 8.7%, and the best read monthly magazine in British Airways' in-flight publication High Live (read by 12.4%).
Use of the Internet has increased significantly in the past two years, with 84% organising travel online (up from 69% in 2003) and 43% (up from 30%) buying household items on the Internet.
New features for this year's survey include asking respondents about their 'media day' - which helps clients find out at what times people use certain media, and how this corresponds with other attributes. Also for the first time this year, respondents are asked about the airports they use, and what activities they indulge in on business flights.
Eligibility criteria for the survey include occupation, establishment size, turnover, responsibility for recruiting staff, and possession of a degree or equivalent qualification. Data collection is via a self-completion questionnaire, and the response rate is 58% (3,000 respondents).
The survey's guarantors are The Economist and the Financial Times, Guardian, Telegraph, and Time newspapers. Survey sponsors include other media providers and advertising agencies. Full data is available through sponsors.
More details of the survey are online at www.bbs-survey.com.
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