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BE Asia 2012. Early Adopters
ASIA-PACIFIC - Asia's business elite are turning to social media for news in increasing numbers, with Twitter and LinkedIn tied for fourth place on the international website rankings, according to Ipsos' annual Business Elite: Asia report.
40 per cent of Asia's business elite are turning to social media
This year sees the debut of social-media sites in the survey, which found that 14 per cent of Asia's business leaders were turning to Twitter and LinkedIn for news, after Yahoo (35 per cent), Google (31 per cent) and CNN.com (61 per cent).
Overall, the number of respondents accessing social-media sites has grown by well over a third since 2010 to 40 per cent.
The study, released today in Hong Kong, surveyed more than 7,000 senior business executives across eight countries, namely Thailand, Taiwan, Singapore, Hong Kong, Indonesia, Malaysia South Korea and the Philippines. Their annual incomes are estimated at almost US$200,000 with an average net worth of more than US$1.3 million
Sponsors include The Wall Street Journal Asia, The Financial Times, The Economist, Bloomberg Businessweek, Forbes, Newsweek, Time, Fortune, South China Morning Post, CNN, Bloomberg, Bloomberg Markets Magazine, Publicitas, John Ayling and Associates, ZenithOptimedia, Carat, Mediacom, Mindshare, MEC, MediaSphere and Starcom MediaVest.
The study also noted a trend to mobile, with two-thirds accessing online content via mobile devices, compared with half this number two years ago. This is unsurprising considering that nearly 90 per cent of business executives own smartphones and more than half (51 per cent) own tablets.
The survey has also begun to ask respondents if they have downloaded new apps for their smartphones and tablets within the last month. Nearly half (46 per cent) said they have.
The international daily channels league table likewise held steady from last year with CNN (27 per cent) leading the list, followed by Discovery Channel (21 per cent) and National Geographic (18 per cent). This year's list, however, does introduce Fox News, which ranked eighth with 6 per cent.
These steady figures indicate that despite the rising usage of social media, Asia's business elite still enjoy traditional media, with nearly all (98 per cent) having read the last issue of any print media this year, a number that's held steady from 2011 and 2010.
"Their continuing very high consumption of international newspapers and television suggests that, despite the very fast growth of digital platforms, it is the trusted, traditional media brands that continue to take the lion’s share of their time and attention," commented Green.
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