Business executives are voracious consumers of business media

Business executives read the business media more closely and carefully than other consumers, particularly when the information helps them make better and more informed business decisions, according to a new study by Ipsos Media.

The study concluded, “The Internet is becoming a major source of information, with over two thirds spending more time reading business information on the web than in the past. Although executives view the Internet as being a particularly good source for business news updates, only 7 percent are willing to pay for online business news.

“Websites also prove to be important for improving a business publication’s overall offering, even more so than websites for TV channels. Over three quarters claim a website is an important part of a business publication’s overall offering, while only a third claim that a website is an important part of a TV channel’s overall offering.

Other top level findings from the survey uncovered that:

• Nine in 10 have read the last issue of any print media.
• Seven in 10 have watched any network TV channel in the previous day.
• Six in 10 have watched any cable TV channel in the previous day.
• Just over half went online in the previous day.
• Seven in 10 have received a daily email alert or newsletter in the last month.
• Nearly half have streamed or watched a broadband video from computer in the last month.
• A third have read a blog in the last month, but only 5 percent have actually contributed.
• Nearly a quarter have downloaded a podcast in the last month.

Read more here.