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‘Financial Times’/Doremus study finds 55% of senior execs ‘tech-savvy’

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More than half of global senior executives are “tech-savvy,” owning and using a wide array of technology products at work and at home to consume media, according to a new survey by the Financial Times and b-to-b agency Doremus, New York.

Conducted in the fourth quarter of last year, the study was based on an online survey of 338 global senior executives.

It found that 55% of senior execs are “tech-savvy,” 15% are “technophiles” and 20% are “Luddites.” (The remainder did not answer all the questions and therefore could not be classified.)

Technophiles own an average of 8.7 electronics devices (such as cell phones, PDAs and MP3 players); tech-savvy execs own an average of 5.3 devices, while Luddites own an average 2.5 devices.

“While technophiles skew a little younger, there are still a lot in the 45-to-55 [age group],” said Hope Picker, director of strategic research at Doremus.

One of the big differences between technophiles and the other two groups is their use of technology products at work for digital media consumption and communications.

Eighty percent of technophiles use a BlackBerry or PDA at work, compared with 53% of tech-savvies and 47% of Luddites, the survey found. Also, 69% of technophiles download podcasts for work (not using an MP3 player), compared with 38% of tech-savvies and 34% of Luddites.

The survey also found that 65% of technophiles use professional networking sites, compared with 51% of tech-savvies and 39% of Luddites.

On average, 91% of executives use cell phones at work; 59% have a wireless Internet connection; and 29% use digital cable at work.

DIGITAL MEDIA HABITS
“These execs are big consumers of media, and they are consuming media all through the day,” Picker said.

The survey found that, on average, 77% of senior execs listen to webcasts at work; 58% read blogs; 56% watch streaming video; 41% listen to podcasts; 36% read RSS feeds; 25% contribute to blogs; 20% belong to social networking sites; 12% participate in virtual worlds; and 9% “own” a blog.

The study also looked at how senior execs use cell phones for e-commerce and other transactional activities. It found that about 15% of executives conduct online banking on their cell phones, 10% do online shopping and 5% manage investments.

When asked if they would be receptive to receiving advertising on their cell phones, 70% of execs said “no”; 2% said they would receive ads in exchange for service discounts; and less than 1% said “yes.”

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