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Europe's business leaders still prefer print

Survey of 8,245 senior business executives across 17 countries reveals preference.

Europe's business leaders still prefer print despite increasingly using online and digital media to access news and information, according to new research by the UK-based market research company Ipsos MORI.

The firm said that it surveyed 8,245 senior business executives across 17 countries as part of its Business Elite Europe survey (BE: Europe) for this year.

The survey showed that although 72 per cent of the respondents use online sources to get their news and information, 95 per cent of them still use print. It also showed that 85 per cent rely on television.

Google News (30.3 per cent), BBC (22.7 per cent), the Financial Times (15.4 per cent), Yahoo News (13.8 per cent) and CNN (9.6 per cent) are rated as the top five news websites by the business executives.

Among the print versions, Financial Times is said to have the highest average readership (15.3 per cent) among Europe's business class followed by the Economist (13.3 per cent).

James Torr, director at Ipsos MediaCT said that digital is supplementing the business executives' use of print and television rather than replacing them.