Digital Marketing Researches & Reports

Business Leaders: Behavior and Purchase Journey Insights | GlobalWebIndex

E-Commerce & Retail | Global

This GlobalWebIndex report places the light on business leaders. The report focuses on some important points which need to be known such as:

  • Profiling business leaders according to their demographics, attitudes, and lifestyle and what are the dining characteristics of them.
  • What kind of devices do they use in their personal lives and in the workplace?
  • What are the most favorite social media platform for business leaders and how do they use social media platforms at work?
  • The purchase journey in the workplace.

Profiling Business Leaders:

As reported, almost 4 in 10 business leaders nowadays are women, they are almost the same age as their male counterparts which is 38 years old on average, however, females are somehow less likely to be educated to a postgraduate degree (15% vs 19%)

The following chart explains more about business leaders from both genders and which categories do they fall into.

Business Leaders' Behavior & Purchase Journey Insights | DMC

  • As shown, males dominate as business leaders with a percentage of 61% compared to 39% of women.
  • On the other side, there are 43% of people who are 25-34 and this is the highest percentage of business leaders, compared to 33% for people who are 35-44, and 17% for people who are 45-54, and 7% of people who are 55-64.
  • However, the majority of business leaders are married with a high percentage of 80%.
  • Moreover, 50% of business leaders have only one child.

Business Leaders' Behavior & Purchase Journey Insights | DMC

Business Leaders: What Are the Devices They Use?

It is reported that there are 42% of business leaders who are more likely than average to say that having the latest technological products is very important to them.

The chart below the device ownership for business leaders.

Business Leaders' Behavior & Purchase Journey Insights | DMC

 Mobile VS PCs

Business leaders used to spend around 20 minutes longer on their moiles than the average internet user back in 2012. However, since 2017, the rest of the online world quickly caught up, and it is widely driven by younger generations.

The chart below shows the time spent on PC\laptop\tablet per day.

Business Leaders' Behavior & Purchase Journey Insights | DMC

The Table of Content of “Business Leaders: Behavior and Purchase Journey Insights Report”:

  • Key insights
  • Profiling business leaders
  • Device usage
  • Social media behaviors
  • Purchase journey in the workplace
  • Notes on methodology

Number of Pages:

  • 29 pages


  • Free


The data in this report is taken from GlobalWebIndex’s ongoing global Core research among 575,000 internet users aged 16-64 in 45 markets. Where clearly stated, this report also draws insights from GlobalWebIndex’s Work research among knowledge workers aged 16-64 across 10 markets. Knowledge workers are defined as anyone who holds an office position and/or works with data, analyzes information, or thinks creatively in a typical work week.

Throughout this report, we refer to indexes. Indexes are used to compare any given group against the average (1.00), which unless otherwise stated refers to the average internet user or the average knowledge worker. For example, an index of “1.20” means that a given group is 20% above the global average, and an index of “0.80” means that an audience is 20% below the global average.


Market Research & Data Technology

GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.


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