A recent study from the Financial Times examined the media consumption of 338 executives from around the world and while most consume their information electronically, a large number still rely on traditional media. A large majority (85%) declared that, in five years, they would consume more than half of their media through electronic gateways.

Depending on their environment, executives changed their consumption dramatically. At work 75 percent said that they rely on electronic media, while after work 76 percent watched television. Almost half read an industry journal during the workday (43%), under a third (31%) read a national newspaper, and one quarter read a general business publication.

Interestingly, 77 percent of senior executives listen to webcasts at work and 58 percent read blogs. Over half (56%) watch streaming video, while 41 percent listen to podcasts. Only 36 percent utilize RSS feeds, one quarter contribute to blogs, and one fifth belong to social networking sites.

After work, over a third read general business magazines and go online. Under a third (30%) read a local newspaper and 20 percent read industry journals at home.

The study also examined technology ownership, considering that many of the executives relied on electronic communications. While only 15 percent considered themselves to be "technophiles," over half (55%) proclaimed to be "tech-savvy" and 20% called themselves "luddites."

Marketers wishing to influence or access executives will need to monitor and shift media to reach out to senior executives as consumption choices change with technology.