C-level Executives Internet Usage
I have recently been involved in client meetings and discussions in regards to the value of search for a b-to-b client. The client’s target market is upper management, decision makers, C-level if at all possible.
In order to support our argument that search marketing should be a component of the client’s overall marketing plans, we went looking for some stats on C-level executives Internet and search usage.
We found some interesting data in a Forbes survey published in March of 2004; A Day in the Life of CEOs Online: Trended Web Usage of CEO’s and Sr. Managers of Enterprise Level Companies.
This is the fourth edition of this annual survey. Included were 1,012 respondents identified as C-level executives along with 462 senior managers from companies with 1,000 or more employees.
This is what the respondents identified as C-level executives said:
49% Consider the Internet the single most important source of information on business.
46% Access the Web at the start of the workday.
54% Do online research
34% Go to the Web first to find information on a product or service.
86% Use search engines.
This last number is interesting. A 2004 Neilson study indicated 77% of the general public online used search that’s compared to 86% of corporate execs. I would venture to guess the much higher level of search usage by corporate executives indicates their reliance on the Internet and search for critical business information.
The moral of the story is that the Internet and search must be considered in the marketing mix whether you’re selling books or trying to land a contract with a Fortune 500 company.
Category: Search Happens
April 6th, 2006 at 8:12 am
I wonder what the relationship would be for those same executives and their use of e-mail? There is no doubt that without search it would be next to impossible to find anything “new” on the web. I’d say the same thing for e-mail, but I know a number of executives that still don’t read their email on-line. Hard to imagine, but true. I know a much greater percentage of people who have hundreds (if not thousands) of e-mail left unread.
Does search have such a high effective utilization rate because it’s a pull tool, rather than a push tool???
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