New York—Twitter usage by senior executives increased 13% last year compared with 2010, according to the latest installment of Decision Dynamics, a survey of top executives by Omnicom Group's Doremus and the Financial Times.
The study, conducted every year since 2003, also found that senior executives' use of “community sites” and “social bookmarking” declined by 10% last year. The survey found that senior executives access media at any given time of the day and use both traditional and new media to gather information.
“While use of many digital media is higher among the under-45 group than among older respondents, even the 55-plus group appears to be pretty digitally savvy and is using quite a few of the newer media both for work and for leisure,” said Hope Picker, Doremus director-strategic research, in a statement. “As the younger generation moves into higher-level positions, we can expect usage to continue to grow.”
“Decision Dynamics” was conducted online in fourth quarter 2011. More than 600 senior executives in the U.S. Asia and Europe responded.