How much time do people spend reading for business?

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.

How much time do people spend reading for business?

Time is not on our side Executives spend less than four hours a week reading for business. Image from Shutterstock

Or so says a 2015 study by The Economist Intelligence Unit and Peppercomm.

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?

Find out how much time it takes people to read your piece.

  • Think Like a Reader

    Move people to act

    It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The topic is never the topic. The reader is always the topic.

    Think Like a Reader in Dallas

    Indeed, the secret to reaching readers is to position your messages in your audience’s best interests. (Most communicators position their messages in their organization’s best interests. Which is fine, as long as you’re talking to yourself.)

    Move readers to act with a four-step process for giving people what they really want.

    At Catch Your Readers — our two-day hands-on persuasive-writing master class on Oct. 2-3 in Dallas — you’ll learn a four-step process for moving readers to act by giving them what they really want. Specifically, you’ll learn how to:

    • Take advantage of the formula readers use to determine which messages to pay attention to (and which to toss).
    • Tap two rewards of reading you can use to boost audience interest in your message.
    • Answer the No. 1 question your reader is asking, regardless of your topic, medium or channel.
    • Make a two-minute perspective shift to focus your message on the value to readers — not on “us and our stuff.”
    • Use a three-letter word that magically makes your message more relevant to your readers.

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