To qualify, respondents must be at least 25 years old and work at least 15 hours per week in an executive or professional occupation. They must also satisfy one of the following demands:
1. have a personal income in the top 5% in each country 2. have been on at least six international business trips in the past year 3. be a director of a company with at least 25 employees
Those questioned were asked a variety of questions on current affairs and attitudes to twenty-first century issues such as European citizenship and genetically modified food. The survey found that the average personal income for the group is almost ₏80k annually and average personal investments are around ₏350k.
Some 96% of those surveyed claimed to have internet access while pan-European TV channels reach 6.4 million or 61% of high ranking Europeans. CNN and Eurosport get the highest reach among the specific services covered, with 45% and 39% respectively. National Geographic is the most popular international title with 801,000 readers, equivalent to 7.7% penetration ahead of the Financial Times which has an elite readership of 689,000 (6.6%). The survey found that 2.56 million or 24.6% of all ‘top’ Europeans read at least one international newspaper or magazine.
Despite its rising profile (see Europeans Switch To Internet Banking), only 28% of high flying Europeans use online banking services and just one in ten partake in online share dealing.
“The Europe 2000 series continues to enhance our understanding of this complex market and the survey’s evolution will assist planners to refine their strategies in order to communicate even more effectively to this target,” said Roger Gane, Managing Director of Ipsos-RSL.
