WORKING VIRTUAL: REMOTE COMMUTING ALSO DRIVES A MEDIA INCREASE
While technology has fragmented the media landscape, it also has driven many companies to encourage remote commuting when possible. In many cases this has cut down overhead office costs, allowed for flexible work schedules, drawn from a more tech-savvy talent pool and, in the case of COVID-19 and unforeseen events alike, given companies in affected regions the ability to urge associates to work from home. In doing so, these companies have been at the forefront of social distancing, as urged by the CDC, while at the same time, given them an ability to keep operating without much disruption in production continuity.
Nielsen data suggest that employees that work remotely during a typical Monday through Friday work schedule connect over three hours more each week with traditional TV than non-remote workers, 25 hours and 2 minutes to 21 hours and 56 minutes respectively. In terms of devices, remote workers also spend a higher amount of time each week on their tablets—over four-and-a-half hours compared to the four hours for non-remote workers. Beyond viewing, remote workers also lean into listening. The reach of radio for remote workers compared to non-remote associates is nearly identical—both at just over 95%.