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'Online at Work' Audience a Prime Target for Advertisers

The internet allows advertisers to reach office workers, who spend significant chunks of their time online while at work, often engaging in personal tasks not related to their jobs, including shopping, according to recent research from Burst Media.

Burst surveyed over 11,500 web users age 18+ on their online activities while at work. Among the highlights:

• Some 35.5% of respondents said they spend three or more hours per day online, with the 18-34 years old segment the most active: 41.5% of them are online three or more hours per day.

• Most (72.6%) identify home as the primary location from which they go online, but 22.8% say work is the primary location:
  • Among 25-34-year-olds, 32.8% of men and 28.4% of women cite work as the primary location for going online.
  • Among those with household income (HHI) of $100,000 or more, 33.1% cite work as the primary location for accessing the internet.
• On average, internet use at work accounts for 26.6% of daily time online (men, 28.0%; women, 24.2%):
  • The 18-24 and 25-34 age segments spend the greatest proportion of “online while at work” time for personal use: 34.4% and 29.8%, respectively.
  • Those who cite work as their primary web surfing location spend most (63.9%) of their daily online time at the office.
  • Among those who cite school or home, the “online while at work” time constitutes 34.3% and 14.3% respectively, of daily time online.
• More than half (52.9%) send email or instant messages to a family member or friend while at work.

• Nearly half (48.6%) regularly check local or national news online at work, followed by looking up weather information (42.1%) and online banking (32.3%).
• Shopping while at work is common: Half (51.2%) shop online for personal items while at work - and men are significantly more likely to do so (56.4% vs. 45.5%).
• The most common personal shopping activities while at work: making a purchase (31.7%), researching features of brands (26.6%), comparing retail prices (25.8%), looking up store locations (25.1%), seeking last-minute deals (18.4%).

More findings are available in the Nov. issue of Burst Online Insights (pdf).