43 hours in a day? IT's possible
Info technology allows people to cram in more hours of activity in a day
Sep 27, 2006
The Straits Times
NEW YORK - WHILE many parents lament there is never enough time, the simultaneous use of several technologies is allowing families to cram in 43 hours' worth of activity in one day, a new study claims.
The survey by Yahoo Inc and media buyer OMD untangled the overlapping use of the Internet, telephones, text messaging, radio and television during work and recreation hours for more than 4,700 adults.
Those surveyed came from 16 countries, from the United States to Argentina.
'While using the Internet, people are also doing two or three other things, often watching TV or talking on the phone,' said Mr Mike Hess, global director of research at OMD, part of Omnicom Group.
Mexico, India and China had the highest multi-tasking rates, respectively, packing 46, 45 and 44 hours' worth of tasks into standard days.
At the more relaxed end of the spectrum were France with 34 hours and South Korea with 33.
On average, families said they spent 3.6 hours per day using the Internet, 2.5 hours watching television and an hour on instant messaging.
Work took up 6.4 hours, while time spent with family and friends amounted to 4.5 hours and 1.5 hours respectively.
Across the survey, 70 per cent of respondents said technology helped them to stay in touch with family members.
Nearly one-third of parents questioned said they use mobile phones to check in with their children throughout the day while a quarter of them claimed that instant messaging improved relationships with their offspring.
Real-time communication also means that children are more involved in family decision-making, from travel plans to major product purchases.
This bolsters the idea that advertisers need to figure out more closely who in the home could influence a particular shopping trip.
'Trying to pinpoint the degree of influence of each family member is going to be very important to marketers,' said Yahoo chief sales officer Wenda Harris Millard.
Sep 27, 2006
The Straits Times
NEW YORK - WHILE many parents lament there is never enough time, the simultaneous use of several technologies is allowing families to cram in 43 hours' worth of activity in one day, a new study claims.
The survey by Yahoo Inc and media buyer OMD untangled the overlapping use of the Internet, telephones, text messaging, radio and television during work and recreation hours for more than 4,700 adults.
Those surveyed came from 16 countries, from the United States to Argentina.
'While using the Internet, people are also doing two or three other things, often watching TV or talking on the phone,' said Mr Mike Hess, global director of research at OMD, part of Omnicom Group.
Mexico, India and China had the highest multi-tasking rates, respectively, packing 46, 45 and 44 hours' worth of tasks into standard days.
At the more relaxed end of the spectrum were France with 34 hours and South Korea with 33.
On average, families said they spent 3.6 hours per day using the Internet, 2.5 hours watching television and an hour on instant messaging.
Work took up 6.4 hours, while time spent with family and friends amounted to 4.5 hours and 1.5 hours respectively.
Across the survey, 70 per cent of respondents said technology helped them to stay in touch with family members.
Nearly one-third of parents questioned said they use mobile phones to check in with their children throughout the day while a quarter of them claimed that instant messaging improved relationships with their offspring.
Real-time communication also means that children are more involved in family decision-making, from travel plans to major product purchases.
This bolsters the idea that advertisers need to figure out more closely who in the home could influence a particular shopping trip.
'Trying to pinpoint the degree of influence of each family member is going to be very important to marketers,' said Yahoo chief sales officer Wenda Harris Millard.
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