{"id":14665,"date":"2018-03-16T17:47:26","date_gmt":"2018-03-16T21:47:26","guid":{"rendered":"https:\/\/venngage.com\/blog\/?p=14665"},"modified":"2023-01-24T03:12:11","modified_gmt":"2023-01-24T08:12:11","slug":"tech-companies","status":"publish","type":"post","link":"https:\/\/venngage.com\/blog\/tech-companies\/","title":{"rendered":"How Do Tech Companies Target Your Time? [Infographic]"},"content":{"rendered":"<p><a href=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/header-1.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-14670 size-full\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/header-1.png\" alt=\"tech companies\" width=\"2281\" height=\"1250\"><\/a><\/p>\n<p><span style=\"font-weight: 400;\">On your average day, how much time do you spend using products from the top tech companies?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If I had to guess, I\u2019d say that I spend about 9 hours on my MacBook and at least one hour on my iPhone every working day, giving up 10 of my 14 daily waking hours to Apple.<\/span><\/p>\n<p>Many of those hours are spent using software products from Google (Google search, Gmail, Google Maps, Drive), Microsoft (Office), and Facebook (Instagram and Facebook.com).<\/p>\n<p><span style=\"font-weight: 400;\">By these numbers, three or four top tech companies own pretty much all of my time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I&nbsp;began pondering this connection between tech companies and time after reading <\/span><a href=\"https:\/\/www.bloomberg.com\/graphics\/2017-how-tech-owns-your-day\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a piece in Bloomberg graphics<\/span><\/a><span style=\"font-weight: 400;\"> produced by Michael Keller and Alex Webb a few months ago. It reviewed the product offerings of six of the world\u2019s largest tech companies (Amazon, Google, Apple, Microsoft, Facebook, and Samsung), and matched them up with some data about how the average American spends their day.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s a snippet of what they came up with:<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/heatmap-02.png\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-14671\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/heatmap-02.png\" alt=\"tech companies\" width=\"650\" height=\"532\"><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.bloomberg.com\/graphics\/2017-how-tech-owns-your-day\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">According to their analysis of the <\/span><a href=\"https:\/\/www.bls.gov\/tus\/tables.htm\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">2016 American Time Use Survey<\/span><\/a><span style=\"font-weight: 400;\">, the average American spends about 8.8 hours sleeping, 5 hours on leisure activities, 3.8 hours working, 3.12 hours on household activities, 1.18 hours traveling, 1.06 hours eating, 0.47 hours purchasing goods and services, and 0.35 hours on sports, recreation, and exercise every day.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Categorizing the hardware and software product offerings of&nbsp;the&nbsp;top tech companies into these same categories&#8211;sleep, leisure, work, home, travel, dining, retail, and sports&#8211;they looked into which tech products were aimed at which blocks of time.<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/all-tables-gradient-01.png\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-14672 aligncenter\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/all-tables-gradient-01.png\" alt=\"tech companies\" width=\"650\" height=\"829\"><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.bloomberg.com\/graphics\/2017-how-tech-owns-your-day\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Source<\/span><\/a><\/p>\n<p>Taking a look at their visuals it&#8217;s clear that many products target the two largest portions of the average American&#8217;s day (work and leisure), but I&#8217;m left with a few questions:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How much total time do these top products target?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Which products (and companies) have the potential to own the most of my time?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How do the companies differ in their offerings, based on total time targeted?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do core products tend to target more time?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">I used these questions to design my own visualization of the same data, focusing on differentiating the companies and products by total time targeted (with some extra emphasis on core products). I tried to produce a single visualization that would <\/span><a href=\"https:\/\/venngage.com\/blog\/how-to-summarize\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">summarize everything<\/span><\/a><span style=\"font-weight: 400;\"> presented in the original two graphics without introducing too much visual clutter.<\/span><\/p>\n<p><a href=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/tech_time_withLogo-min.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-14673\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/tech_time_withLogo-min.png\" alt=\"tech companies\" width=\"650\" height=\"1318\"><\/a><\/p>\n<p>Visualized this way, we can see that:<\/p>\n<ol>\n<li>The top three products (all smartphones) target users more than 10 hours per day<\/li>\n<li>The majority of companies have at least one core product that targets users more than 6 hours per day<\/li>\n<li>Apple has&nbsp;two core products targeting users more than 8 hours per day<\/li>\n<li>Amazon\u2019s only core product targets users less than 2 hours per day, and they have no products targeting users over 6 hours per day!<\/li>\n<\/ol>\n<h2><b>Key elements of the redesigned graphic<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In this redesign I played around with the balance between <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/medium.com\/accurat-studio\/the-architecture-of-a-data-visualization-470b807799b4\" target=\"_blank\" rel=\"noopener\">complexity and clarity<\/a><\/span><span style=\"font-weight: 400;\">, trying to find a way to:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Emphasize specific takeaways<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Subtly layer in detail without detracting from the core visualization<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">I landed on three key design elements. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">I contrasted filled circles with outlined ones. The filled circles carry much more visual weight, demanding much more attention and emphasizing the core products.<\/span><a href=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/core_vs_other.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-14674\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/core_vs_other.png\" alt=\"tech companies\" width=\"650\" height=\"384\"><\/a><span style=\"font-weight: 400;\">I used <\/span><a href=\"https:\/\/venngage.com\/blog\/how-to-pick-colors\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">color to categorize<\/span><\/a><span style=\"font-weight: 400;\"> products by company, with the aim of differentiating the core product offerings from each company.<\/span><\/p>\n<p><a href=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/companies_colors.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-14676\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/companies_colors.png\" alt=\"tech companies\" width=\"650\" height=\"199\"><\/a><\/p>\n<p><span style=\"font-weight: 400;\">I added subtle tick marks to layer in some extra information about the activities targeted by each product&nbsp;(information that was not strictly necessary, but adds to the usefulness of the visualization).<\/span><\/p>\n<p class=\"alignnone\"><a href=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/tick_marks-03.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-14675\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/tick_marks-03.png\" alt=\"tech companies\" width=\"650\" height=\"385\"><\/a><\/p>\n<p class=\"alignnone\"><span style=\"font-weight: 400;\">I\u2019d call the resulting chart a cross between a <\/span><a href=\"http:\/\/datavizproject.com\/data-type\/matrix-diagram\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">matrix diagram<\/span><\/a><span style=\"font-weight: 400;\"> and a <\/span><a href=\"https:\/\/forumone.com\/ideas\/good-data-visualization-practices-dot-plots-and-kin#\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">dot plot<\/span><\/a><span style=\"font-weight: 400;\">. The end product, I hope, presents a unique viewpoint of the original dataset without abstracting the data too much.<\/span><\/p>\n<p class=\"alignnone\">Want to make your own chart? Get started with this template:<\/p>\n<p><a href=\"https:\/\/venngage.com\/templates\/charts\/matrix-diagram-444500c7-e9e9-4aa4-b3d8-6d77d5e8cfa7\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-14688\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2018\/03\/2b11e5e6-3ca2-46b8-ad17-fdbbbf19b89f.png\" alt=\"tech companies\" width=\"650\" height=\"841\"><\/a><\/p>\n<p><center><a href=\"https:\/\/venngage.com\/templates\/charts\/matrix-diagram-444500c7-e9e9-4aa4-b3d8-6d77d5e8cfa7\" target=\"_blank\" rel=\"noopener\"><button class=\"btn-cta\">MAKE YOUR OWN VISUALIZATION WITH VENNGAGE<\/button><\/a><\/center>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On your average day, how much time do you spend using products from the top tech companies? If I had to guess, I\u2019d say that I spend about 9 hours on my MacBook and at least one hour on my iPhone every working day, giving up 10 of my 14 daily waking hours to Apple. [&hellip;]<\/p>\n","protected":false},"author":58,"featured_media":14670,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false},"categories":[175,187],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"On your average day, how much time do you spend using products from the top tech companies? 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