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The Financial Times has been named the most “influential” and “respected” international media title in the 2011 European Opinion Leaders Survey (EOLS), and is also the title most read by board directors of Europe’s top companies, charities and media organisations.
The survey, commissioned by the International Herald Tribune (IHT), and carried out by Ipsos MORI, measures readership habits of opinion formers at the pinnacle of influence across a variety of sectors, including business; politics; science; medicine; the media and the arts.
The 2011 EOLS figures show that between them, the Financial Times newspaper and FT.com reach 40% of the 17-country opinion leader universe – an increase of 11% on the last survey which was conducted in 2007. FT newspaper readership is up 15% – now reaching 33% of the 31,400-strong EOLS universe – and FT.com has increased its reach by 48% since 2007, giving it an EOLS reach of 24%.
The survey found that a third of European opinion leaders use a smart phone for news updates and two thirds are FT readers or visit FT.com – the highest penetration when looking at international business titles and websites combined. Over two thirds of the EOLS audience with a tablet read the FT in print or online – again, the highest penetration among international business titles and websites combined.
Anita Hague, Financial Times’ Global Research Director, said: “The Financial Times’ readership continues to grow globally, and this survey confirms our place as a must-read among opinion formers in Europe. Our ability to balance global and expert local content has been key to our success; as has our determination to give readers access to our content in any way they want.”
EOLS 2011 was conducted from January to May 2011, interviewing 1,691 opinion formers across Europe that represent a total of 31,400 falling into the opinion leader category.
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