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Blogs distract workers 'in their millions'

A study in the US has found marketers’ newly found friends and entrepreneurs’ worst enemies will this year alone demand the equivalent of 551,000 years of reading.

Web logs - or ‘blogs’ as they have become known, are on the increase in the US, the dominant blogging nation, and are steadily growing in popularity in the UK and Europe.

Much to the annoyance of entrepreneurs, these online diaries will attract some 35 million office readers and demand about 3.5 hours of their so-called ‘working’ week.

In other words, 9 per cent of a worker’s contracted time in a small business or company will be devoted to reading the online musings of unknown, established and personally known Web writers.

According to the study by Ad World, time spent surfing blogs unrelated to work will chew up the equivalent of 2.3 million jobs, together with a 40-minute ‘blog break’ set aside for a worker’s online reading.

The figure that 551,000 years will be demanded via web logs is reportedly based on a 24-hour day, while Management Issues explains the 2.3million figure stems from a near-40-hour work week.

Web commentators and net analysts pointed out that traffic to blogging sites typically peaks at around 9’oclock in the morning and at five o’clock in the evening, with supporting trends showing weekend traffic drops to a minimum level.

Nov 1, 2005
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