The results of a new study, conducted by consumer intelligence firm BIGresearch, into the media and shopping behavior of consumers at work, finds that Americans are spending 60% of their waking hours at work, more than ever before. Marketing chiefs are rethinking their ad budgets and advertisers are preparing to meet a new, highly coveted, yet entirely untapped demographic on their own beige-carpeted turf.

At-work consumers research products online before purchasing, with 47.2% of them reporting having researched electronics online in the last 90 days during the workday before making a purchase in a store. And, almost ¾ of at-work consumers indicate they regularly or occasionally dine out or purchase groceries and beverages during the workday, says the report.

The survey looks at the unique shopping behavior of consumers during the workday, including the role of online search as a catalyst to retail purchase, grocery shopping, casual and fast food dining preferences, and new media consumption.

Phil Rist, EVP-Strategy at BIGresearch, says "... As marketers are looking to maximize ROI, the importance of targeting gainfully employed, value-seeking consumers is essential."

With rising pump prices and busy schedules, consumers are highly likely to consolidate shopping trips, making purchases on their drive to or from work, or during their lunch break. Online research during the workday and consolidated trips, says the report, can be leveraged by marketers, to influence purchase decisions in the workplace and buying during commute time.

At-Work Consumer Media & Shopping Behavior Survey Highlights:

• Word-of-mouth is highly influential on purchases made by at-work consumers, with 95.6% indicating they regularly or occasionally give advice to their peers about products and services, and 92.9% indicating they also seek advice from peers before making purchases.
• Workplace presents the perfect environment to create buzz for product introductions and new store openings. While taking a break from work, 67.8% at-work consumers socialize with co-workers and 42.2% also indicate they communicate with friends and family during the workday.

 At-Work Consumer Brand Preferences:

• 14.5% of at-work consumers report that they shop at Wal-Mart most often for groceries. Kroger and Publix round out the top three grocery destinations among at-work consumers, with 8.4% and 8.2%, respectively, shopping the stores most often.
• At-work consumers get their fast food "fix" at McDonald's (23.3%), Wendy's (16.2%) and Taco Bell (8.0%).
• Applebee's, Chili's and Olive Garden are the top destinations of choice for casual dining.

 Stephanie Molnar, CEO of WorkPlace Media, concludes that "The American workplace has become the most lucrative marketing channel for advertisers looking to connect with consumers (about) where they eat, shop and socialize... targeting consumers at work, where they make... spending decisions, is... smart business."