Americans average 48 minutes a day
Some 69% of young executives and 43% of veterans spend less than four hours a week reading for business.
They seek business help; they get ads.
The study also found that:
- Research rules. 75% of executives seek business stories to research a business idea. But 93% of marketers connect content directly to products and services. Are you giving readers what they need?
- Content? Or marketing? 67% of executives say timely, unique content boosts brand perception. 71% say they don’t like content that seems more like a sales pitch than valuable information.
- Medium matters. 67% of executives prefer text over video or audio when making business decisions. Just 5% find videos helpful.
- Media? Maybe. Veterans are more likely (35%) than Generation Nexters (23%) to consider articles in the media trustworthy.
Given these findings, how do your business-to-business messages stack up?
Do the math.
While they spend less than an hour each day reading for work, Americans receive the data equivalent of 174 newspapers a day — ads included, according to a study by USC’s Annenberg School for Communication.
How much of their 48 minutes a day of reading time do you think they’re spending on your piece?