Ira Wallach on statistics

"Statistics indicate that, as a result of overwork, modern executives are dropping like flies on the nation's golf courses."

A U.S. Government Study of a Day in the Life of America reveals that the average American:

- Sleeps 8.6 hours - Our favorite use of time. And catch this: Women generally sleep a few minutes longer than men. (Or else they're faking it.)

- Works 8 hours - I would amend it to say "At work for 8 hours." Plus, 20% of us are doing some or all of our work at home. No surprise.

- Watches TV 3.7 hours - Half of our leisure time, or about 11% of our lives!

Now the news for marketers. First, the bad news: On an average day, only four in 10 Americans buy something. Now the better news: Americans on average spend 24 minutes a day shopping; 20 minutes on a weekday; 27 minutes on Sunday; and 42 minutes on Saturday. (The results raise the question as to why many retailers are fixated on Sunday newspapers, arriving after the big shopping day.)

Women on an average day spend 50% more time shopping than do men. This partly reflects that women are more frequent shoppers. On days when men do shop, the time they spend isn't that different from women.

Shopping time has a decided education skew. College-educated consumers spend more time shopping than high-school graduates, who spend more time than those without a diploma. This skew probably reflects that college graduates typically have more disposable income.

Posted May 3, 2005
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