Senior Execs Becoming Smartphone-dependent

Forbes Insights, in association with Google, has published a study, The Untethered Executive: Business Information in the Age of Mobility, which shows how dependent the modern executive has become on their smartphone.

The study is based on an exclusive survey of 306 C-level and senior executives at large US companies (turning over $500m-plus per annum. It finds that 82 per cent of executives use some kind of smartphone. This is less than use a laptop (87 per cent, but more than use desktop PCs (76 per cent). 12 per cent of executives said their smartphone is their most frequently-used device, but within three years, 46 per cent expect to be using either a smartphone or  web-enabled tablet most often.

Based on the same survey, Forbes Insights is releasing a second study, Video in the C-Suite: Executives Embrace the Non-text Web, which details how online video has become a critical part of the internet mix for these senior executives. In fact, 83 per cent of senior executives said they are watching more online business-related video today than they were a year ago, doing so more frequently.

“Theres a seismic shift going on in the C-suite,” says Forbes Insights editorial director, Stuart Feil. These latest findings show that senior executives are on the cusp of embracing mobile as their primary information device. This move from novelty to mainstream usage mirrors what weve seen occur with video over the past 18 months, so we could see some significant swings related to mobility in the very near future.”

Other findings include:

  • Not only do 82% of executives carry a smartphone, but 28% use both a “BlackBerry-type smartphone” and a “browser-based smartphone” (such as an iPhone or Android  Droid or iPhone) for business purposes.(Notwithstanding the fact the BlackBerry has a browser…)
  • Respondents use an average of 3.46 devices each (out of seven possible options; CEOs (4.21 devices) and CFOs (4.22 devices) use the most.
  • Executives under age 40 are leading the charge to use mobile devices for work. More than 70 per cent of these younger executives agree that theyd rather make business purchases on the mobile web than over the phone.
  • Executives conduct an average of seven mobile searches per day, compared to an average of 12 desktop searches. Among executives under the age of 40, 23 per cent conduct 20 or more mobile searches each workday.
  • Senior executives can be reached through mobile ads. More than half “notice” mobile advertising, and click on mobile web ads and mobile paid searches
  • Two-thirds of executives watch work-related video content on business-related websites at least weekly; more than half (52 per cent) watch  work-related video on YouTube at least weekly.
  • Work-related video can drive senior executives to take action. Overall, 65 per cent have visited a vendors website after watching a video. Younger executives, however, are more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
  • The social element of online video is strong in the executive suite. More than half of senior executives (54 per cent) share videos with colleagues at least weekly, and receive work-related videos as often. Younger executives appear very willing to share and view videos using social media.