Blogs on the Job — New Stats

This study is interesting — it seems to miss the point that many blogs are loaded with content that is actually USEFUL for work — for example in-house blogs, blogs from competitors, blogs from industry pundits, blogs from software developers, blogs from users and customers … and the list goes on. Simply reading blogs cannot be equated with "wasting time" — in fact it could be very productive market research, product research, etc. The article also mentions that some companies are (insanely) filtering out content containing the word "blog" — talk about shooting their workers in the foot (or the head)! But despite the simplistic bias of the analysis, the stats are quite interesting. Clearly blogging and blog-reading are a big part of many professionals’ workday. And that’s interesting to me, and others, who are interested in pushing the envelope of what a blog can be used for…

co-worker staring, eyes scrunched up, at his computer monitor may look
like he’s sweating through another hard day’s work. But he just might
be one of the growing number of office jockeys who, according to new
research, have their minds not on their jobs — but on a blog.

Trade paper reported this week that US workers would waste
the equivalent of 551,000 years during 2005 reading blogs, online web
diaries and gossip sheets, which have exploded in numbers in recent

Around 35 million workers — one in four of the labour force in the
United States — spend three-and-a-half hours, or nine percent of their
working week on blogs, the survey found.

Blogs, which range in tone and quality from scandal sheets to
semi-professional news sites to in-depth "geek" technology forums, are
often seen as the ultimate expression of online freedom.

"Forget lunch breaks — blog readers essentially take a daily 40
minute blog break," AdAge quipped, presenting its survey as a
best-guess extrapolation based on blog related data.

The AdAge survey mirrors a poll conducted by America Online and in July, which found that American workers were goofing off
for two hours a day on the Internet, costing their employers 759
billion dollars a year.

But some blog and Internet experts argue that reading a blog in
itself does not necessarily equate to wasted time — and may replace
time when workers could be idling away their boss’s time doing
something else.

"I think it is a little broad brush to turn around and say ‘oh,
they are reading blogs and it’s a waste of time,’" said Steve Ferrer,
head of sales and marketing firm The Propaganda House which specializes
in the Internet, e-commerce and technology.

"If they weren’t reading a blog they might be doing something else
not necessarily productive either," said Ferrer, pointing out that some
jobs require workers to use blogs and the Internet for research.

Lee Rainie, a researcher at the Pew Internet and American Life
Project, said not all blogs were trashy journals — many are now put
out by reputable media firms, and used increasingly by corporations.

"It is not the case that a blog, is a blog, is a blog — blogs run
the spectrum from being ridiculous to the sublime," he said, but
admitted : "the notion that some people might not be optimising their
time is probably legitimate."

Pew earlier this year released research that suggested that eight
million Americans have created blogs, while blog readership jumped 58
percent in 2004 and stood at 27 percent of Internet users.

The AdAge survey coincided with new reports that America’s
companies may be waking up to lost productivity as desk-bound workers
surf the net.


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