Today sees the release of our brand new audience report on Business Leaders – the most senior business people who are the decision-makers and corporate trendsetters within medium to large organizations.

This audience is most likely to be male (72%), married (68%), have children (69%) and be educated to university-level or higher.

In terms of age, 25-34s form the biggest group (36%), followed by 35-44s (29%). While the C-Suite audience is traditionally thought of as much older, the start-up culture which has flourished in recent years has significantly lowered the age profile of the global business elite. What’s more, our data represents a broad range of professions – with a quarter of business leaders in fact coming from the manufacturing, engineering and construction sectors – far more than the 16% from IT companies or the 14% from the financial services sector (both of which tend to dominate traditional C-Suite profiles).

In terms of device ownership, Business Leaders are consistently ahead of average. An impressive 76% own a tablet, for example, while 2 in 3 have smart televisions and more than 60% have a games console. Most significant of all are the figures for wearables: nearly 40% report having a smartwatch, while 28% have a smart wristband. In both instances, that means they are about 4x more likely than average to have one of these devices.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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