“How U.S. Consumers Spend their time
A U.S. Government study of a day in the life of america”
Bradley johnson, adage.com
Presented by: Elizabeth Ipsen
3
Watching TV
2
Working
1
SLEEPING
How to Reach the Consumer during America’s Leisure Time…
• Americans spend HALF of their leisure time watching TV
• 11% of their lives
Where and When should you place your advertising?The TV? A Magazine or Newspaper? Where will give you the most bang for your buck?
Where Does the Time Go?
MALES• Employed men:
avg. 8 hours at work
• 15 min per day on housework
FEMALES• Employed women:
avg. 7 hours at work
• Hour per day on housework
•Households with children: 4.2 hrs/day
•Households without children: 5.6 hrs/day
•Working mothers with young children: 3 hrs/day
Reading
Teens: 7 min/day(not including homework
or the internet)
Age 20-34: 10 min/day
Age 45-54: 19 min/day
Age 75+: 72 min/day
“Reading relates directly to age: The older you are, the more time your allocate to reading books, magazines, newspapers.”
ShoppingThe Bad News: 4 in 10 Americans (40%) buy something a dayThe Good News:Americans spend 24 min/day shopping
When We Shop
05
1015202530354045
M-F Sat Sun
Day
Min
ute
s
Shopping
• Education is directly related to time spend shopping• “Skew probably reflects that college graduates how more disposable income”.
• The people who shop more, watch TV Less!?!
Eduation & Time Spent Shopping
High School DropOut
High SchoolDiploma
Some College College Graduate
Eduation
Tim
e
America’s Favorite Use of Time
We Sleep
• 8.6 hrs/weekday• 9.0 hrs/Sat• 9.6 hrs/Sun• Women>Men• Teen Boys> Girls• 75+ 9.06 hrs/day• Teens 15-19 9.4
hrs/day!!!
The Marketers Challenge… Where and When Should We Advertise?
TEENS:
>
20-35 W/O DIPLOMA:
<
45-54 W/ DIPLOMA:
<
=
ELDERLY 75+:
<
What About the Newspaper…
• If SATURDAY is the biggest shopping day, why advertise in the Sunday Newspaper?
The Good News for Advertisers
• Consumers across ALL demographics spend roughly half of their free time watching TV
Education & TV
College Educated
High-SchoolDiploma/No Job
•Consumers do less physical activity as they get older—more time watching TV/Reading … Who to Market Sports Apparel to ?
Excersize & Age
05
1015202530354045
Teens 35 + Bachlors Degree
Age/Education
Min
ute
s E
xc
ers
ize
Series1
SourcesJohnson, Bradley. How US Consumers Spend Their Time. AdAge.com. 05/02/05. (www.adage.com/news.cms?newsID=44895)
Top Related