January 2016 OPINION LEADERS AND THE ECONOMIST Erdos and Morgan Opinion Leaders Study 2015
ERDOS AND MORGAN OPINION LEADERS STUDY 2 This survey is a national study of contemporary issue involvement by, and media influences on, a group of prominent Americans. Opinion leaders, for the purpose of this study, are defined as those individuals whose influence on business; social, political, environmental and educational issues far exceeds their numbers in the population. They exercise far-reaching and powerful influences on the opinions of their fellow Americans by framing and defining the issues that will largely determine the future course of the nation.
METHODOLOGY 3 The 2015 Opinion Leaders study was conducted between June and September 2015. The survey consisted of a six-page, selfadministered questionnaire. The sample of Opinion Leaders were pulled from the following areas: The Congressional branch The Executive eranch State, city and county government Private sector (Business, Communications, Education, Law, Healthcare & Science) Associations Any publication receiving 50 or less respondents were not included in the study. Changes in 2015: App usage now measured Site usage measurement based on visits in the past 30 days Total usage not included Audience universe Executive branch 117,402 Congressional branch 5,345 State, city, and county 17,328 government Private sector 416,963 Associations 27,304 Total 584,342
WHO ARE THE ECONOMIST S OPINION LEADERS? Across print and digital, The Economist reaches a 30% of US Opinion Leaders. That s 176,000 influencers each month: They are 74% male The average age is 57 years old 23% reside inside The Beltway
INFLUENCERS IN THE PUBLIC SECTOR The Economist audience (print & digital): 22% work in the Executive branch of the Federal Government (34% reach) 2% work in the Congressional branch (54% reach) 3% work in state and local government (28% reach)
MORE OPINION LEADERS IN GOVERNMENT (PRINT) 6 Federal government (% reach) Congress (% reach) 30% 30% 60% 54% 25% 20% 15% 10% 5% * 20% 19% 19% 18% 16% * 14% 50% 40% 30% 20% 10% * 36% * 31% * 25% * 19% * 14% * 11% 0% 0% *Data for all sites based on less than 50 responses Source: Erdos and Morgan Opinion Leaders Study 2015. @The Economist Group 2016
INFLUENCERS IN THE PRIVATE SECTOR The Economist audience (print & digital): 67% work in the private sector: 19% business 12% education 11% science 9% medicine 9% legal 7% communications
CONNECTED AND VOCAL The Economist audience (print & digital): 25% had people follow them on Twitter or another social media network 12% have submitted editorial to be published in the past month 10% actively keep personal blogs
MORE SOCIAL INFLUENCERS 9 Had people follow you on Twitter or other social network (Print audience) 45,000 41,739 30,000 33,600 29,426 24,931 21,537 21,488 20,211 15,000 0
INFLUENTIAL PROFESSIONALS The Economist audience (print & digital): 87% are involved in business (33% reach) 76% are involved in health, education or human services (29% reach) 73% are involved in the law (33% reach) 67% are in the enviroment and energy (34% reach) 66% are involved in economics or finance (34% reach)
PASSIONATE ABOUT THE ISSUES The Economist audience (print & digital): 65% are involved with any science or technology issues (35% reach) 55% are involved with any legislative/government policy issues (35% reach) 45% are involved with any defense or national security issues (32% reach) 34% are involved with any arts or media issues (33% reach) 34% are involved with any agriculture issues (37% reach)
PRINT AUDIENCE
REACHING MORE OPINION LEADERS 13 The Economist reaches 28% of Opinion Leaders in the United States. OPINION LEADER AUDIENCE 165,016 119,886 114,683 91,621 90,964 88,374 70,712 The Economist Forbes Scientific American The Atlantic Fortune Bloomberg Businessweek Harvard Business Review
MORE INFLUENTIAL AND CREDIBLE THAN THE COMPETITION Opinion leader reach Readers consider influential Readers consider credible Readers consider objective The Economist 165,016 62% 63% 54% Forbes 119,886 48% 41% 26% Scientific American 114,683 45% 58% 50% The Atlantic 91,621 46% 49% 31% Fortune 90,964 47% 44% 33% Bloomberg Businessweek Harvard Business Review 88,374 33% 45% 37% 70,712 58% 54% 43% Source: Erdos & Morgan Opinion Leaders 2015. @The Economist Group 2016
MORE OPINION LEADERS IN BUSINESS 15 Opinion leaders in business (Audience) 150,000 142,573 100,000 113,228 97,104 84,195 81,155 74,439 65,939 50,000 0
MORE OPINION LEADERS IN ECONOMICS OR FINANCE 16 Opinion leaders in economic or finance (Audience) 120,000 110,380 80,000 93,334 80,630 71,118 68,521 60,535 51,976 40,000 0 Source: Erdos and Morgan Opinion Leaders Study 2015. @The Economist Group 2016
MORE OPINION LEADERS IN ENERGY & ENVIRONMENT 17 Opinion leaders in energy & environment (Audience) 120,000 109,606 80,000 90,984 82,358 63,266 59,689 58,181 40,000 46,541 0
MORE OPINION LEADERS IN SCIENCE OR TECHNOLOGY 18 Opinion leaders in science or technology (Audience) 120,000 107,518 80,000 40,000 95,624 80,880 59,344 58,354 56,864 47,592 0
MORE OPINION LEADERS IN HEALTH & EDUCATION 19 Opinion leaders in health, education or human services (Audience) 150,000 125,360 100,000 102,715 98,133 78,269 77,595 72,293 50,000 57,030 0
MORE OPINION LEADERS IN DEFENSE & NATIONAL SECURITY 20 Opinion leaders in defense & national security (Print audience) 80,000 74,608 64,568 64,356 60,000 48,622 44,538 42,098 38,874 40,000 20,000 0
SITE AUDIENCE
REACHING MORE OPINION LEADERS 22 Economist.com reaches 10% of Opinion Leaders in the United States. OPINION LEADER AUDIENCE 56,293 45,647 43,070 39,822 34,384 30,689 27,460
MORE INFLUENTIAL AND CREDIBLE THAN THE COMPETITION Opinion leader reach Readers consider influential Readers consider credible Readers consider objective Economist.com 56,293 71% 64% 56% Forbes.com 45,647 54% 48% 34% ScientificAmerican.com 39,822 49% 57% 53% Atlantic.com* 30,689 51% 54% 33% CNNMoney.com* 33,384 30% 48% 49% Bloomberg* 43,070 47% 56% 46% HBR.org* 27,460 74% 62% 53% Wired.com* 43,587 41% 47% 32% *Less than 50 responses for some or all metrics Source: Erdos & Morgan Opinion Leaders 2015. @The Economist Group 2016
MORE OPINION LEADERS IN GOVERNMENT 24 Federal government (% reach) Congress (% reach) 15% 12% 9% 6% 3% * 13% * 10% * 9% * 7% * * 6% 6% 25% 20% 15% 10% 5% * * 21% 21% * 13% * 9% * 6% * 3% 0% 0% *Data for all sites based on less than 50 responses
MORE OPINION LEADERS IN BUSINESS 25 Opinion leaders in business (% reach) 12% 11% 10% 8% 9% 8% 7% 6% 5% 5% 4% 2% 0%
MORE OPINION LEADERS IN ECONOMICS OR FINANCE 26 Opinion leaders in economics or finance (% reach) 12% 12% 10% 8% 6% 9% 9% 7% 6% 5% 4% 2% 0%
MORE OPINION LEADERS IN ENERGY & ENVIRONMENT 27 Opinion leaders in energy & environment (% reach) 15% 12% 12% 9% 6% 8% 7% 7% 6% 5% 3% 0%
MORE OPINION LEADERS IN SCIENCE OR TECHNOLOGY 28 Opinion leaders in science or technology (% reach) 14% 12% 12% 10% 8% 6% 9% 8% 7% 6% 5% 4% 2% 0%
MORE OPINION LEADERS IN HEALTH & EDUCATION 29 Opinion leaders in economics or finance (% reach) 12% 12% 10% 8% 6% 9% 9% 7% 6% 5% 4% 2% 0%
MORE OPINION LEADERS IN DEFENSE & NATIONAL SECURITY 30 Opinion leaders in defense or national security (% reach) 10% 8% 6% 9% 8% 8% 7% * 5% * 5% 4% 2% 0% *Less than 50 responses
APPENDIX: PRINT & APP 31
MORE OPINION LEADERS IN BUSINESS 32 Opinion leaders in business (Print audience) Opinion leaders in business (Print & app audience) 150,000 142,573 150,000 146,982 113,228 100,000 97,104 84,195 81,155 74,439 65,939 117,188 100,000 97,502 85,068 84,195 75,218 67,580 50,000 50,000 0 0
MORE OPINION LEADERS IN FINANCE & ECONOMICS 33 Opinion leaders in economic or finance (Print audience) Opinion leaders in economics or finance (Print & app audience) 120,000 110,380 120,000 113,409 80,000 93,334 80,630 71,118 68,521 60,535 51,976 80,000 96,069 81,029 71,118 71,025 61,074 53,618 40,000 40,000 0 0
MORE OPINION LEADERS IN ENERGY & ENVIRONMENT 34 Opinion leaders in energy & environment (Print audience) Opinion leaders in energy & environment (Print & app audience) 120,000 109,606 120,000 114,015 80,000 90,984 82,358 63,266 59,689 58,181 80,000 91,383 84,762 63,805 60,440 59,689 48,634 40,000 46,541 40,000 0 0
MORE OPINION LEADERS IN DEFENSE & NATIONAL SECURITY 35 Opinion leaders in defense & national security (Print audience) Opinion leaders in defense & national security (Print & app audience) 80,000 74,608 64,568 64,356 48,622 44,538 42,098 38,874 80,000 76,393 67,574 64,754 60,000 60,000 48,622 45,077 43,420 40,568 40,000 40,000 20,000 20,000 0 0
MORE OPINION LEADERS IN HEALTH & EDUCATION 36 Opinion leaders in health, education or human services (Print audience) Opinion leaders in health, education or human services (Print & app audience) 150,000 125,360 150,000 129,079 100,000 102,715 98,133 78,269 77,595 72,293 100,000 106,595 98,531 78,374 78,269 74,973 59,362 50,000 57,030 50,000 0 0
MORE OPINION LEADERS IN SCIENCE OR TECHNOLOGY 37 Opinion leaders in science or technology (Print audience) Opinion leaders in science or technology (Print & app audience) 120,000 107,518 120,000 110,832 80,000 95,624 80,880 59,344 58,354 56,864 47,592 80,000 96,022 83,855 59,697 59,344 59,133 48,835 40,000 40,000 0 0
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