‘At Work’ consumers are an untapped target

... From Biz2Biz NWA

The Business District

A new study, conducted by consumer intelligence firm BIG- research, finds that Americans are spending 60% of their waking hours at work– more than ever before. That has marketing chiefs rethinking ad budgets to target a new, highly coveted, yet entirely untapped demographic on their own beige-carpeted turf.

The survey looks at the unique shopping behavior of consumers during the workday. Phil Rist, EVP-Strategy at BIGresearch, says “... As marketers are looking to maximize ROI, the importance of targeting gain-fully employed, value-seeking consumers is essential.”

Stephanie Molnar, CEO of WorkPlace Media, concludes that “The American workplace has become the most lucrative marketing channel for advertisers looking to connect with consumers. Targeting consumers at work, where they make spending decisions, is... smart business.”