International Media Attract Euro Business Elite, Finds Survey

11 July 2002

Europe’s business leaders continue to be avid consumers of international media, according to Ipsos-RSL’s new Europe 2002 report.

The third annual survey of the continent’s top-earning 4% of consumers and decision makers found that 52% are either ‘average issue readers’ of international publications or regular (at least once a week) viewers of pan-European television news.

Interest in the web's business content remains high – when online, 47% access business news, 46% look for corporate or company details and 31% visit internet publications.

Europe’s high-flyers are also keen on technology – 78% think keeping up with the latest gadgets is important, 26% use a WAP mobile and 28% own a handheld computer. As for their purchasing habits, 87% are willing to pay more to get quality, while 49% opt for well-known brands.

Data sourced from: Daily Research News Online; additional content by WARC staff