Summary: The @Work State of Mind means that most global business decision makers are on, irrespective of time or location. Reaching them successfully requires an understanding of more than how they blur the lines between work and personal time in terms of their usage of technological devices, time slots or locations. To communicate with @Work State of Mind decision makers, it’s imperative to understand their motivations, emotional attitudes and levels of satisfaction with round-the-clock, all-device messaging. This report was designed to explore the new @Work world and start a conversation about devising the most effective messaging.
For this study, Forbes Insights, in association with gyro, the global ideas shop, surveyed 543 executives and conducted dozens of one-on-one interviews. Respondents described themselves as decision makers, with most focused on business operations and strategy. Forty-seven percent worked for companies with revenues of more than $1 billion, including the single largest grouping (19%), who worked for firms with revenues above $10 billion. The geographic breakdown included 316 respondents in the US, 105 in the U.K. and 122 in Continental Europe.
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