Time spent by CMOs on independent reviews and innovation
| Time spent as percent of work day, by purpose | Dec 2019 Before pandemic (%) | Dec 2020–Jan 2021 During pandemic (%) |
|---|---|---|
| Independently reviewing market performance and data analytics | 7.3 | 3.0** |
| Monitoring social media, as percent of work day | 2.3 | 0.9 |
| Innovation, new product/ service/ content creation | 12.1 | 9.0 |
| Time spent as percent of work day, by purpose | Dec 2019 Before pandemic (%) | Dec 2020–Jan 2021 During pandemic (%) |
|---|---|---|
| Independently reviewing market performance and data analytics | 7.3 | 3.0 |
| Monitoring social media, as percent of work day | 2.3 | 0.9 |
| Innovation, new product/ service/ content creation | 12.1 | 9.0 |
Independent samples, two-tailed t-test; ***significant at 1 level; **significant at 5 level; *significant at 10 level
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