BE Asia: Media usage of Asia's business elite

Despite an increase in electronic readers and tablets, consumption of print media has remained stable at 98 per cent over the last three years among Asia's business elite.

Albeit a lower penetration among this group of elite business decision makers, demand for international publications has also remained fairly stable since 2008.

Consumption of international news online and on television has however increased with six per cent more accessing international news websites in a month and three per cent more watching international TV channels daily.

Since the widespread adoption of social networking sites over the past few years, penetration within the business elite in Asia has grown to 29 per cent. The same goes for accessing online content through a mobile device and using Wi-Fi networks outside the home or office, coming in at 28 and 40 per cent respectively.

Finally the use of digital media among the business elite in Asia stands at 73 per cent.

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Methodology

The results are based on a sample 7,418 respondents to represent the business elite universe of 236,858. The fieldwork period is from November 2009 to June 2010, covering Hong Kong, Singapore, Indonesia, Malaysia, the Philippines, South Korea, Taiwan and Thailand.

Qualifying establishments are sampled from business directories from which eligible individuals are identified by telephone screening. Media consumption is measured through a self-completed questionnaire administered by mail.