Senior executives from around the world aren’t that enthusiastic about social media marketing, according to new figures released by Doremus and the Financial Times from their annual “Decision Dynamics” survey. 51% of respondents feel that advertising in social media is more intrusive than advertising in a magazine or newspaper, while only one-third believe that a social media presence enhances a company’s reputation. The study results indicate that, in general, while executives are embracing online and mobile activities, they’re not doing so at the expense of traditional media.
For example, while 49% agreed that their tablet is replacing their usage of laptops and PCs, only half as many said that their tablet is replacing their usage of TV. Separately, the researchers note that senior executives are increasing their use of mobile devices and tablets significantly, but are adding them to their media mix, rather than using them at the expense of other media. That’s because despite increasing use of these devices, daytime usage of various other media (such as newspapers, trade journals, and TV) remains steady from prior years.
When it comes to print media, the majority of senior executives continue to prefer consuming them in print, while online readership appears to be gravitating from the computer to mobiles and tablets. Specifically, 49% read newspapers mostly in print, while an additional 24% consume a mix of print and online, leaving just 27% to read them mostly on a computer (15%) or on a mobile or tablet (12%).
Executives are most likely to be “mostly print” consumers of leisure publications (57%), and least likely to consume industry trade journals mostly in print (40%).
About the Data: The survey was conducted online in late 2012 with over 400 senior level executives from a mix of industries and company sizes.