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During the workday, the average employee spends about 13 hours per week accessing the Internet, 24 percent of which is spent visiting non-work-related sites. So where are all these workers going on company time? According to the seventh annual Web@Work study from Websense, conducted by Harris Interactive, top sites include map sites, news, and weather. These findings were consistently reported by both employees and IT managers who monitored staff Internet usage; however, as you get further down the list of non-work-related sites, the numbers start to conflict. For example, 3 percent of employees admit visiting dating sites, while IT managers found the number is actually closer to 18 percent. And while less than 1 percent admit visiting gambling or sex sites while at work, IT managers found those stats average 10 percent (eMarketer, May 2006c).

Now that we know what the average employee is doing online, what about the upper-level executives, business owners, and key decisions makers in the company? According to a 2002 survey conducted by Nielsen//NetRatings and the Washington Post, 77 percent of key business decision makers believe that the Internet is the absolute best place to find out about new products. Sixty-six percent recommend online advertising as the best way to reach them. That is higher than magazines, newspapers, radio, and even television! By using the web to market your product, you have the opportunity to put your product in front of the most demographically desirable customers during the web’s prime time — the business day, when consumers are more likely to take action and less likely to be distracted by other forms of media.

The study found that the Internet is not only the most used medium during the workday, but over 90 percent of executives who use the Internet regularly at work log on from home as well. This makes Internet use during the evening and late hours second only to television viewing.