CONSUMER TIME SURVEY

Unwinding Think-Time by ZappiStore

TIME SURVEY 2014

The single most important resource for helping market researchers & consultants make a meaningful impact is time to think and time to live.RYAN BARRYSenior Vice President, ZappiStorePresident, New England MRA

UNWINDING THINK-TIME

We believe that think-time is the cornerstone of creativity. That's why we're helping researchers and

brands streamline the research process by building in automation and retooling for agility, which in

turn frees up their most valuable asset, time. Of course the time-crunch isn't just limited to research,

it's a defining characteristic of the digital age – so we thought it would be interesting to ask

consumers what they would do with more free time to think and to live.

TIME SURVEY 2014

WHO Adults Aged 18+, Household Income $50,000+

WHERE United States (4 Census Regions)

WHEN October 17th – 16th 2014

WHAT Online survey conducted with panel partner SSI (N=221)

SAMPLE SPECS

Report Drafted by Jason Potteiger

TIME SURVEY 2014

33%

38%

7%

2%

21%Strongly Agree

Somewhat Agree

Somewhat Disagree

Strongly Disagree

I don’t work currently

HAVE TIME FOR A JOB WELL DONE?

Q3: Consider the following statement: While I may work long hours sometimes, at the end of the day I feel like I have enough time to do my job well.

North East Mid West South West

21%32%

39% 36%

54%42%

21%40%

4% 4%

13%

4%2% 2%1%

2%

19% 20% 26%17%

Total

Consumers in the North East are least likely to feel they have enough time to do their jobs well.

TIME SURVEY 2014

Meetings, e-mail, and/or calls

Getting organized

Managing clients or customers

Waiting for other people

Creative thinking

Doing background research

Other [Specify]

I don’t work currently

34%

30%

24%

20%

19%

15%

8%

22%

52%

39%

31%

25%

23%

24%

7%

0%

I have an office job Total

WHERE DOES THE TIME GO?

Q4: Which activities take up most of your time at work? Please select up to 2 choices.

Men are more likely than women to say ‘Creative thinking’ is a main draw on their time.

15%

27%

12

GENDER

TIME SURVEY 2014

Q5: If you had more free time at work, how would you spend it? | Q10: If you had more free time for leisure activities, how would you spend it?

IF GIVEN MORE FREE TIME?AT WORK FOR LEISURE

TIME SURVEY 2014

Early morning

Morning

Mid-Day

Afternoon

Evening

Night

Late night

29

67

26

33

48

13

5

Q11: Think about your average day (we admit that few days are average) – at what time of the day does your time feel most valuable?

WHEN IS TIME MOST VALUABLE?

Almost one-third of consumers feel the morning is the most valuable part of their day.

30.32

21.72Evening

Morning

TIME SURVEY 2014

Q14: If you could pay to add an hour to your day, whenever you needed an extra hour, how much would you be willing to pay for it?

Less than $50

More than $50

$50 - $99

$100 - $249

$250 - $500

More than $500

Don't know

108

27.60 %

23

26

7

5

52

HOW MUCH IS AN HOUR WORTH?

39%

43%

18%

54%

21%

25%

Young consumers say they are willing to pay a premium for more time in their day.

18 – 34 y/o

35 – 54 y/o

AGE

TIME SURVEY 2014

HOW BADLY DO WE WANT MORE TIME?

Q15: If the cost for an extra hour was $100, how often would you buy the extra time?Q16: Would you rather have the ability to reverse time itself or to make time fast forward?

I’d reverse time

I’d fast forward time

Neither, that’s too much power!

120

34

67

A majority of respondents say they’d rather have the ability to reverse time than fast-forward.

Every day

A few times each week

A few times each month

A few times each year

Never

18

38

25

53

87

However, few say they would pay to get more time on a regular basis.

THE ABILITY TO REVERSE TIME OR FAST-FORWARD?

AT $100 PER HOUR, HOW OFTEN WOULD YOU BUY?

TIME SURVEY 2014

FALL BACK FOR WHAT?

Sleeping

Working (home or office)

Leisure activities

Other

117

33

62

9

Q17: This year daylight savings time will occur on November 2nd – how do you plan to spend your extra hour?

Over half of respondents say they plan to spend their extra hour next month getting some extra sleep.

TIME SURVEY 2014

Content What are you

doing?

Length How long are you doing it?

Alternatives What could you

have done?

Consumer Valuations

of Time

FOOD FOR THINK-TIME Further Reading:

Brands Against the Clock:Time is money, but are consumers spending it on you?

…the most valuable commodity we have is time, and how we spend it influences the path to purchase from awareness to consideration to brand loyalty. - medium.com/zappistore

The growing influence of time-squeeze may have a significant impact on purchase behavior. An understanding of how perceptions about the value of time impact the consumer decision journey could make this simple, yet highly complex asset a key metric for understanding the market in the 21st century.

The most interesting quality of time may be that its value is not constant, but rather highly variable. Three factors* appear to influence consumer valuations of their time: 1. the content, 2. the length, and 3. the alternatives (i.e., what could you have done?).

Source: Sabine M. Schaeffer (2001) ,"The Value of Consumers' Time: Interdisciplinary Understanding and Experimental Evidence of Situational Influences"

Great research,.

More time running.

More time thinking.

Future of Insight:Tearing up a 5k before work.

TIME SURVEY 2014

Your Brand

FUNNY NAME, WHAT DO YOU DO?

We execute great research fast by creating productized solutions. We offer a centralized platform that automates the typically time consuming functions of conducting primary research. ZappiStore’s goal is to help brands and researchers work together to drive agility throughout the consumer insights industry.

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