According to Nielsen (September, 2009), US employees spent the equivalent of 23,267 years on Facebook while at work. Considering the National Bureau of Labor Statistics’ average hourly earning rates, this equals $4 billion in productivity. Employees are not just sending colleagues and friends short messages. They are also watching videos. The Nielsen study points to an increase in the number of workers who visit YouTube and Hulu at work. In fact, 42 percent of all video viewed online is at work.
While this may not seem like great news for those who need to track timesheets, the trend has positive implications for marketers. Brands have an expanded period of time to reach consumers online. They can also count on colleague circles to reverberate messages and spread word of mouth. Meanwhile, they need to keep their communications byte sized and videos under two minutes because employees are inevitably multi-tasking or taking short breaks between projects.