“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)